Good Products Sell Themselves. Myth or Strategy?

Here’s the scenario; you own/run a startup or a company either as a co-founder, CEO or a C-Level executive. You have invested a huge amount of resources into developing a near-perfect product that should ultimately solve your customer’s problem, you have developed all features and everything you could think of into the product. Then, boom! You deploy to the market, you are thinking “Oh yes! My product has awesome features, it should be able to do amazing numbers in revenue by itself”.

Let me bust your bubble unless your product is the next best thing like ‘Agege’ bread or Garri, it’s not going to sell itself contrary what most people think. Regardless of the problems you solve and how pretty the user interface is, it takes a certain set of skills to turn leads into paying customers.

At SalesRuby & the SalesRuby Academy, we have had the pleasure of working with startups and medium to large-scaled companies that are pushing boundaries and disrupting spaces in their industries. Their products or value offerings solve problems, make lives easier, and help others succeed at their job. One would think these products sell themselves. Not true.

At the helm of driving users/client acquisition, revenue & sales are professionals who are skilled in conducting market research & surveys that drive what type of features should be developed, building customers journeys that take users/clients from the first point of interaction to the point of conversion/sales, get useful feedbacks that help in improving the customer experience and retention. These roles are typically called business development, sales, marketing, customer success depending on the case.

As a decision-maker in your organization driven by growth and success, you need to prioritize and involve your growth & sales team right from the inception of research and development of your product. If you don’t have one, hire a team. Acquiring users/clients and driving revenue can no longer be an afterthought. These are not things you do after writing software or building a product, these are things you do WHILE building the product.

One of the major reasons many startups in Nigeria fail today is they fail to prioritise growth in their early stage, they are more focused on the technical side of things only thinking of the next feature to integrate. It’s always obvious in the background of the co-founders. The number of co-founders with technical backgrounds always out ratio those with a business development/sales background, most times there is always none. This is a critical factor. Let’s examine the impact a sales function can have in your business

The Role Of Sales in Growing Your Business

In any organisation, the sales department plays a pivotal role in the success of the business. The unique and important role of sales is to bridge the gap between the potential customer’s needs and the products/services that the organisation offers that can fulfil their needs. They close leads, drive business growth and improve customer retention.

Like I had earlier stated, most products do not sell themselves. When any of your sales reps (if you have a team) stop selling and expect the products to do all the work, sales also don’t happen. Then, the sales rep thinks the products are no good, and they leave to go somewhere else, to “sell” some other product, and repeat the same ineffective approach.

Products & value offerings are only as good as the buyers’ perception of them. That’s why some sales professionals can sell a lot more than others of the very same product.

Curious about how we can help you improve the win rate of your sales team so they can actually sell more? Learn more here. If you are also looking to build a team made up of professionals that understand the nitty-gritty of revenue generation and business growth, check here for more details

As obvious as this may seem, it happens frequently. Sellers try to let the product speak for itself. It doesn’t. Here’s an example:

Last weekend after attending an event, I was approached by a salesperson who leaned right beside me when I was about to board a cab.

When I reacted, the salesperson held up his brochure to show me photos of solar panels on homes. He wasn’t talking, just showing me pictures from a few feet away while expecting him to even say something.

Here’s the funny thing. I’m actually interested in and curious about solar power. I’m probably a pretty good prospect. But the seller over-relied on the product and forgot he needed to sell himself first. He diminished my interest.

Even an interested buyer like me isn’t just sitting around waiting for a seller to call or stop by. Buyers buy when sellers sell.

What I needed to be sold on first was the value of spending time with this seller. No quality or quantity of product photos (or samples or promotions) will ever change the essentiality of that first step.

Value is what makes sales. Sellers have to showcase the value that is individual to the buyer. The value of time spent with the seller, the value of using the product, the value of acting now – this order isn’t optional. 

Too bad it’s so often forgotten by salespeople who expect the product and some discount promotion to compel immediate action.

If you find yourself saying your product is too hard to sell, you may be over-relying on the product to sell itself. If you find yourself waiting around for special promotions and discounts, you may be misunderstanding value and putting too much emphasis on generic product features (including the discount).

To turn your sale – and your overall sales – around, start selling. You have to do the work because the product can’t and won’t do it for you. Demonstrate value instead of pitching products if you want to sell those products/value offerings.

Curious about how we can help you improve the win rate of your sales team so they can actually sell more? Learn more here. If you are also looking to build a team made up of professionals that understand the nitty-gritty of revenue generation and business growth, check here for more details

Selling is a personal interaction between one human and another, which is a powerful thing. Never underestimate the personal connection between two people, and the potential effect this can have on your brand’s reputation.

Good products don’t sell themselves, excellent salespeople sell them. Excellent salespeople are those that not only make the sale but create a long-lasting impact on the customer. Long term customer relationships lead to repeat customers, referrals and increase the brand’s reputation by word of mouth.

Looking to hire an excellent sales professional? Reach us here, speak to a consultant Or Send Us An Email

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