My previous blog post about communicating the commercial imperative of products was originally prompted by how frequently I, as a Product Manager, have discussed sales qualification of a prospect with respect to product differentiation and competition.
Frequently I had shared my insight with the sales teams:
This often leads to a conversation about sales qualification in general. Here's a mnemonic called SCOTSMAN from salesplusprofit.com:
- "If customers says their problem is this, then this implies that they have solved this, this and this problem with an alternative solution. As a result, they aren't a good prospect unless they have this characteristic."
- "If a customer is asking about this feature, then that implies that they are currently used competitor X's product, as we know that this is their weakness. It would be best to differentiate our product by talking about this business problem."
- "Competitor Y is particularly strong in that market, that prospect looks tough to bring over the line."
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