{"id":3916,"date":"2016-03-02T15:05:08","date_gmt":"2016-03-02T15:05:08","guid":{"rendered":"http:\/\/www.prodpad.com\/?p=3916"},"modified":"2023-01-18T16:53:35","modified_gmt":"2023-01-18T16:53:35","slug":"product-sales-close-deals","status":"publish","type":"post","link":"https:\/\/www.prodpad.com\/blog\/product-sales-close-deals\/","title":{"rendered":"Product Sales Close More Deals When You Give Them The Product Roadmap"},"content":{"rendered":"\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><i><span style=\"font-weight: 400;\">\u201cOh yeah! Good to know you definitely need this. I\u2019m sure we can make it happen, Mr.Prospect. We\u2019ll let Dan know.\u201d<\/span><\/i><\/p>\n<\/blockquote>\n\n\n\n<p><span style=\"font-weight: 400;\">Ugh, you are Dan.\u00a0<\/span><br><br><span style=\"font-weight: 400;\">This is basically what ends up in your inbox next:<\/span><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><i><span style=\"font-weight: 400;\">&#8216;Hey Dan! Boogle is ready to buy! They did say they want this one little feature before they sign on officially. &nbsp;Could you get this out for them? A few of us have been working to get this deal since April, so I\u2019d really like to see this go through. Thanks!\u201d<\/span><\/i><\/p>\n<\/blockquote>\n\n\n\n<p><span style=\"font-weight: 400;\">This shortcut is great for your product sales team &#8211; they make the sale and move on. Ka-ching! But it leaves you with two stunningly bad choices: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Either follow through on building a feature that they promised for one customer, even as it threatens the integrity of your product and the vision you\u2019ve set.&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Make your sales guys go back to the prospect and say \u201cSorry we can\u2019t do that\u201d<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">This headache is fairly common among product managers who don\u2019t have strong working relationships with their product sales teams.<\/span><br><br><span style=\"font-weight: 400;\">Not your fault. It\u2019s difficult to reconcile the polar opposite instincts that sales and product managers bring to the table.<\/span><br><br>Sales teams who don\u2019t know how to sell the product you have or what you\u2019re working on, end up making these seat-of-the-pants sales&#8230;and unfortunately, you\u2019re seen as the bottleneck.<br><br><span style=\"font-weight: 400;\">If they\u2019re repeatedly falling back on promising new features to lure in big clients, they\u2019re having the wrong conversations with customers. <\/span><br><br><span style=\"font-weight: 400;\">Here&#8217;s what I recommend you do about it.\u00a0<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-move-them-away-from-high-pressure-ultimatums\">Move them away from high-pressure ultimatums<\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Jeff Lash, Service Director at Sirius Decisions, <a href=\"http:\/\/www.goodproductmanager.com\/2008\/03\/06\/work-effectively-with-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">lays out the bleak reality<\/a>&nbsp;of a broken sales-product relationship:&nbsp;<\/span><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><b>If you want to be a <\/b><b>bad<\/b><b> product manager, distance yourself from your sales force<\/b><span style=\"font-weight: 400;\">. Your job is to get the product defined and built, after all, not to sell it. The company has levels of sales management focused on improving sales, so they don\u2019t need you involved. If the product isn\u2019t selling as much as it should, that\u2019s a problem with the product sales people, not with the product. Your success as a product manager is only defined on how good the product is, not how well it\u2019s doing in the market.&nbsp;<\/span><\/p>\n<\/blockquote>\n\n\n\n<p><span style=\"font-weight: 400;\">If these high-pressure ultimatums are coming in regularly (\u201cWe need to build this feature or we\u2019re going to lose Basebook. Do you want to lose Basebook?!\u201d), you\u2019re not communicating well enough how your product management process works and why this one potential customer\u2019s needs aren\u2019t enough to throw off your plans for your existing customers.<\/span><br><br><span style=\"font-weight: 400;\">Plus, you\u2019re letting them fall back on a practice that\u2019s unsustainable for you as a product manager and somewhat dangerous to your business. After a few \u201cactually, we can\u2019t build that\u2026\u201d conversations, your reputation for unreliability will start quickly. <\/span><br><br>This is where your product leadership comes in. You have to do two things:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Make it clear you\u2019re not going to cave to the pressure of individual\/one-off feature requests <\/strong><\/li>\n\n\n\n<li><strong>Empower them to have productive sales conversations with that off the table<\/strong><\/li>\n<\/ol>\n\n\n\n<p><span style=\"font-weight: 400;\">Your product roadmap figures heavily in how you lead this shift. Hopefully, you have a public product roadmap for customers and prospects &#8211; your sales team will need it to help them move away from high-pressure ultimatums. (If you don\u2019t, <\/span><a href=\"https:\/\/www.prodpad.com\/blog\/our-product-roadmap-is-public-and-people-love-it\/\"><span style=\"font-weight: 400;\">here are a few good reasons<\/span><\/a><span style=\"font-weight: 400;\"> to consider it.)<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-make-yourself-available-to-jump-on-sales-calls-with-big-fish\">Make yourself available to jump on sales calls with big fish<\/h2>\n\n\n\n<p>Salespeople really like it when you show you recognize their challenges and their need to hit revenue targets. If a major prospect is coming down your pipeline, grab a copy of your product roadmap and make yourself available to join one of the sales calls.<br><br><span style=\"font-weight: 400;\">Your presence becomes especially useful on those conference calls where heads of multiple teams have been called together to weigh their individual concerns and requirements about adopting your product. <\/span><br><br>With you on these calls, you can shift the conversation\u00a0from sales mode to problem-solving mode.\u00a0That makes your prospect\u00a0feel less like they&#8217;re being sold to, and more like you&#8217;re working with them to outfit them with a custom\u00a0solution:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>What problem are they trying to solve? <\/b><\/li>\n\n\n\n<li><b>What are they trying to achieve?<\/b><\/li>\n\n\n\n<li><b>What does success look like?<\/b><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">You\u2019re uniquely positioned to talk honestly about your upcoming priorities, get their feedback, and\u00a0offer workaround solutions for the meantime.\u00a0<\/span><br><br><span style=\"font-weight: 400;\">Even the most charming, approachable salesperson will still be perceived to be out trying to make a sale, but as PM, you&#8217;ll tend to sound neutral. You can win them over by just being genuinely excited by your own product and digging around help the prospect solve their problems.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-benefits\"><b>Benefits:<\/b><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Win&nbsp;new customer without going back-and-forth on feature requests<\/li>\n\n\n\n<li>Your sales team will appreciate you helping them reach their sales goals<\/li>\n\n\n\n<li>You can shift tough sales calls from sales mode to a more successful problem-solving mode<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-teach-them-how-to-make-your-product-roadmap-part-of-their-sales-calls\">Teach them how to make your product roadmap part of their sales calls<\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">The above point is especially valuable if you\u2019re working with <\/span><a href=\"https:\/\/www.prodpad.com\/blog\/how-to-build-a-product-roadmap-everyone-understands\/\"><span style=\"font-weight: 400;\">a theme-based roadmap<\/span><\/a><span style=\"font-weight: 400;\">. This type of roadmap is designed to help you and your sales team have frank and open conversations about your upcoming priorities. <\/span><br><br><span style=\"font-weight: 400;\">That\u2019s because a theme-based roadmap is organized by the problems you\u2019re solving and the order in which you intend to solve them. This is the tool they need to identify what\u2019s important to their prospect, and\u00a0whether your product is moving towards addressing their needs. <\/span><br><br><span style=\"font-weight: 400;\">For example, using a product roadmap, they would be able to say: <\/span><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><i><span style=\"font-weight: 400;\">\u201cYes, we have considered that feature in the past, and I\u2019ll definitely add it to our feedback backlog. We\u2019re focusing first on all these other cool things!\u201d<\/span><\/i><\/p>\n<\/blockquote>\n\n\n\n<p><span style=\"font-weight: 400;\">This is a big mental shift for anyone at a company that\u2019s used to working with Gantt chart-style release plans &#8211; so help them learn how to talk like you do! <\/span><br><br>Getting on joint sales calls with customers will help. Holding a training session in which you break down the concept of a theme-based roadmap will help. Having a regular briefing around what\u2019s coming down the product pipeline will also help.<br><br><span style=\"font-weight: 400;\">Having a theme-based roadmap means that nothing comes as a surprise. They&#8217;ll love it once they realize\u00a0how much more control\u00a0gives them over their conversations with customers.\u00a0<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-benefits-1\"><b>Benefits:<\/b><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">They won\u2019t need to fall back on feature requests anymore <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">They can confidently communicate which problems the product team is solving today and in the near future<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">They know what\u2019s coming down the product pipeline<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-help-them-sell-what-you-have-today\">Help them sell what you have today<\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">In Ben Horowitz\u2019s <\/span><a href=\"http:\/\/www.khoslaventures.com\/wp-content\/uploads\/Good_Product_Manager_Bad_Product_Manager_KV.pdf\"><span style=\"font-weight: 400;\">Good Product Manager\/Bad Product Manager schema<\/span><\/a><span style=\"font-weight: 400;\">, a PM that doesn\u2019t know what\u2019s going on out \u201cin the field\u201d lands you pretty quickly in the \u201cBAD\u201d category.<\/span><br><br><span style=\"font-weight: 400;\">\u201cNothing turns off a salesperson more than a product manager who rambles on about their product features and seems to have no idea of the salesperson&#8217;s actual situation,\u201d says Horowitz.<\/span><br><br>Your roadmap gives you the chance to communicate upcoming initiatives, and it shows your customers that you&#8217;ve got a plan for continuously improving the product.<br><br>However your sales team could use some help selling the product you have today.<br><br><span style=\"font-weight: 400;\">Remember that today, the role of sales has shrunk. It only makes up <\/span><a href=\"http:\/\/www.marketo.com\/marketing-and-sales-alignment\/\"><span style=\"font-weight: 400;\">the end of the buyer\u2019s funnel<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.prodpad.com\/wp-content\/uploads\/2016\/03\/marketo-buying-funnel.png\" alt=\"marketo-buying-funnel for product sales\" class=\"wp-image-3917\" width=\"450\" height=\"203\" srcset=\"https:\/\/www.prodpad.com\/wp-content\/uploads\/2016\/03\/marketo-buying-funnel.png 600w, https:\/\/www.prodpad.com\/wp-content\/uploads\/2016\/03\/marketo-buying-funnel-300x135.png 300w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400;\">Prospects have already formed an impression and done most of their homework online by the time they even talk to a sales rep. By the time these customers reach out (and many are reaching out to sales first, rather than vice versa), they\u2019re already sales-qualified leads. <\/span><br><br><span style=\"font-weight: 400;\">So it will make a difference if you set them up with targeted material to support more in-depth sales calls with increasingly sophisticated buyers. <\/span><br><br><span style=\"font-weight: 400;\">You can bring in product marketers to help you build out middle- and bottom-of-the-funnel content that showcase how useful your product is today: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">highly targeted case studies<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">blueprints<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">suggested workarounds<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">If it turns out a prospect really isn\u2019t right for the company, <\/span><a href=\"http:\/\/sixteenventures.com\/sales-mistakes-cause-saas-churn\"><span style=\"font-weight: 400;\">Close.io Founder, Steli Efti<\/span><\/a><span style=\"font-weight: 400;\"> has found that being honest and direct like this, has still won him customers: <\/span><br><br><i><span style=\"font-weight: 400;\">\u201cLook, I want you to be our customer, but at this point our product is just not the right fit for you. We have the features you need in our development pipeline, but it\u2019ll probably take us three to four months to get there. So what I\u2019d like to do is to follow up with you once we\u2019re there.\u201d<\/span><\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-benefits-2\"><b>Benefits:<\/b><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">They know who to move forward in their sales pipeline and who to stop pursuing <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">They have the selling points and reference material they need to persuade SQL<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">They can leave customers with a positive impression based on openness and transparency<\/span><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em>Update: We&#8217;re developing an e-course to help you set up and introduce a theme-based roadmap at&nbsp;your organization. We&#8217;ll drop it in your inbox when it&#8217;s ready &#8211; <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.prodpad.com\/resources\/roadmap-course\/\" target=\"_blank\" rel=\"noopener noreferrer\">sign up here<\/a><\/span>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cOh yeah! Good to know you definitely need this. I\u2019m sure we can make it happen, Mr.Prospect. We\u2019ll let Dan know.\u201d Ugh, you are Dan.\u00a0 This is basically what ends&hellip;<\/p>\n","protected":false},"author":4,"featured_media":3919,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[77,218],"pp_uni_tag":[],"class_list":["post-3916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-leadership","tag-feature-requests","tag-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Product Sales Close More Deals With A Product Roadmap| ProdPad<\/title>\n<meta name=\"description\" content=\"It will help them close sales without promising custom features that you can&#039;t keep up with. 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It&#039;s a win for them and you.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.prodpad.com\/blog\/product-sales-close-deals\/\" \/>\n<meta property=\"og:site_name\" content=\"ProdPad\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ProdPad\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/bastow\" \/>\n<meta property=\"article:published_time\" content=\"2016-03-02T15:05:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-18T16:53:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.prodpad.com\/wp-content\/uploads\/2016\/03\/Blog-post-sales-facebook.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Janna Bastow\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Let Your Sales Team Have Your Product Roadmap\" \/>\n<meta name=\"twitter:description\" content=\"It will help them close sales without promising custom features that you can&#039;t keep up with. 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