The latest episode of How to Unf**k Your Startup features David Weiss, Chief Revenue Officer at The Sales Collective.
David is an expert when it comes to developing value propositions that genuinely resonate with customers. He has a background in data-driven sales strategies and a proven track record of building sustainable growth. During our conversation, we dove deep into the craft of streamlining your messaging and focusing on the outcomes that matter most to your target audience.
Throughout the episode, David provides practical frameworks and real-life examples that can help any startup crystallize its product's value and drive meaningful results. I highly recommend setting aside some time to listen to our conversation. Trust me, David's insights can help you navigate the challenges of startup life and set your company on the right path.
You can catch the full episode here:
Now, let's dive into the 7 takeaways from my conversation with David:
"What salespeople often miss is being able to explain to a third grader what the product means to them. People buy things to solve a problem and get a result."
When it comes to showcasing your product's value, simplicity is king. Ditch the fancy words and zoom in on the real-world benefits and outcomes your solution delivers. You're golden if you can break it down in a way that even a kid would get.
"Every product communicates a message through those three lenses. This is what my product is. This is what my product can do for you. And when you use it, this is what it ultimately means. And means are outcomes."
David's a big fan of the "Is, Does, Means" approach to structuring messaging. First, clarify what your product is. Then, highlight what it does for the customer. Most crucially, spell out what it means for them in terms of concrete results. This way, you're always connecting your product to the outcomes that really hit home.
"If you can't describe your product in one line, what it does in 1-2 lines, and then focus on some metric-based hard data outcomes, that means you haven't told or figured out your story yet."
If you're struggling to sum up your product's value, what it does, and the measurable results it delivers, chances are you haven't quite nailed your product story. Take the time to craft a clear, compelling narrative showcasing your product's unique value and the tangible impact it makes.
"One of the best things you could do is bring in your customers and have them tell the story of why'd you buy? Why do you stay? And what outcomes have you gotten?"
Your customers are your secret to quality storytelling. Tap into their experiences and successes to train your sales team and shape your messaging. Get them to discuss why they picked your product, what keeps them coming back for more, and the awesome outcomes they've unlocked. These examples will strike a chord with prospects and show off the true value of what you're offering.
"If everybody's asking for that, and we can't deliver that, we may need to think about delivering that."
If you keep hearing prospects clamoring for features or capabilities that your product doesn't currently offer, it might be time to consider a pivot. Keep your ear to the ground and listen to what your target market is asking for. Be open to tweaking your product roadmap to better match up with their needs.
"There are times where we need to step out of the standard sales equation and bring people in from product so customers can hear directly from them and vice versa. I've found when that happens, product, technology, and operations often will start being a little closer and more flexible with us."
When customers keep bringing up specific requests or needs, it's time to loop in your product and tech teams. Let them hear the feedback straight from the source. This can spark better collaboration and alignment between departments. When product and tech teams really get the customer's perspective, they can be more agile and accommodating in tackling their needs.
"It's not just what we can and can't do, but why? Is it a resource issue? Is it a prioritization issue? Is it a money issue? What's the issue behind the reason it can't be done? Because then we can properly articulate that to the customer."
Sometimes, sales teams have to deal with product limitations or requests that can't be tackled right away. That's when it's crucial to understand the reasons behind the roadblocks. By getting to the bottom of the "why," sales can communicate with customers more effectively and set the right expectations.
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