So you don’t like to work with Sales
In the product management world, if you dare to say you listen to Sales, god forbit, all of a sudden you’re disempowered, feature factory PM, a complete disgrace to the elders of the product management temple.
Last week, I participated in a product management event, where some product people spoke of Sales as if they are the pure source of agony, and how it’s essential to develop all sorts of strategies to say NO to them.
This week, I’ve spent 3 days with some 200 brilliant Sales and Marketing professionals in my organisation. We call it the annual Sales Kick Off. From the name, one could already deduct that product people are the minorities. Or some of my fellow tech folks questioned: “Why are you at the Sales Kick Off?” And when I expressed how much I’ve learnt and that I’m inspired, I was hit with an avalanche of disapprovals: “You know it’s a Sales event that gets people pumped up in selling, right? And you’re falling right into it.”
I tell you what the “it” means:
- Selling is terrible.
- Sales tricks you.
- Don’t believe in them.
And I tell you a few inconvenient truths:
Many products don’t sell by themselves
Subscribe to music streaming service in a few clicks; buying a dental insurance through online and pleasant self-service; pay for a mental well-being mobile app at your fingertips. It’s all good — the golden PLG (Product Led Growth) that every product coach is on about. There’s no doubt one could purchase numerous products without needing to speak to a soul.
But I’d like to know how does a complete material recycling, transport, and safety solution across multiple business units and GEOs can be sold by itself.
Without Sales, however sound the product vision, strategy, roadmaps are, there won’t be any business outcome.
Many tech people aren’t bothered about the business
Once a colleague from the Software Development team told me :“We don’t need to listen to Sales and Consulting. I believe if we make our software good enough. Customers will buy it.”
I went to a business school, which means among my peers, I’m the one who always talk about money and goals. One of my many flaws I’m afraid:
- I’m unable to see the business as simply step 1 — development, step 2— profit, cuz I’ve studied the Porter’s Value Chain, which demonstrates only a continuous chain of value throughout functions can result in business success.
- I’m unable to realise that product pricing, solution engineering, and lead qualifying are redundant. Instead, just let anyone use our product for any price, in whichever way they want to.
- I’m unable to settle for “make our software good enough” as my goal. There’s no need for a target or a strategy. All I ever need is a jolly good goal of “good enough”.
PS. if you haven’t felt the sarcasm in my writing. This is to remind you that the last 3 bullet points are written with complete irony and opposite pov.
Many didn’t realise they too are selling
I’m writing this blog to sell an idea; I host product webinars to sell the new feature; I convince my friends to try a new restaurant with me, etc. Who knows. I might be the only one on earth who sells all the time. And if I’m well received, so should Sales.
Many shy away from getting close to “others”
The sceptical crowd don’t talk to Sales all the time. But once they do. They’ll know the value.
We “don’t have time”, “can’t always switch contexts”, “must focus on problem solving”. All reasons are valid excuses. In the last 2 years, in my organisation, I’ve scheduled monthly Jour Fixe meetings between Product and Account Management teams, and Product and Pre-sales teams. 2 hours a month anyone can spare. 2 hours a month creates a whole world of opportunities.
Talk to each other. Once you do. You’ll know you’re not that different.
So you still don’t like Sales? You may never like them. But they have a vital role in the organisation. When you understand them, you’ll collaborate with them. And once you do, you’ll start making higher and higher impact.
