Use-cases frame your value

by Lilia Shirman on June 30, 2009

in Sales Tips

I’m amazed how often I ask enterprise sales reps about how the product they just sold will be used, and they don’t know!

Understanding the use-case for your product is essential to making the sale.  If your sales reps can’t answer the following questions, then they don’t understand the customer and they can’t be relevant nor articulate your value and uniqueness.

Why is the customer purchasing?

What initiatives, objectives, or pressures is the company responding to via this and related purchases and actions?  What’s at stake for each participant in the purchase decision?

How will the product be used?

Which business processes will it be involved in? Who will the users be?  How will it change people’s day-to-day jobs?  What performance and business metrics will it impact? How will it change your customer’s customers’ experiences?

What’s the context?

What other systems, processes, and business areas will your product interact with? What else is going on within the company that will determine the value of what you’re selling?

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