Introducing a new product to the market can be quite the puzzle. Here are a few things you can think about to successfully introduce your product to your sales teams – and customers.
Product launches are notoriously hard to get right. Not only do product -and marketing teams need to bring the new product through their own organization and make sure everyone’s on the same page, but they also need the right accounts and customers to hear the news, make purchases and spread the good word. Which can be a challenge in even the most collaborative of organizations.
Luckily, we’ve gathered a few things that can help you pull it off.
4 things to keep in mind when introducing a new product to market
Defining your product’s value is vital
To set the basis for a super-successful launch, and to get your product introduced smoothly, it’s a good idea to find and set your product’s selling point. Here, you might want to ask your teams some questions to get a good grasp of where your product fits in. That way, you can get a solid selling point set right away which will make it easier to set your messaging and communicate the right information.
Examples of questions to ask could be:
- Why is our product so much better than others?
- What feature is especially great and for whom?
- When a new customer sees the product, what’s the first thing they’ll notice?
You should, of course, also check out your competition and the overall market, to see where your product fits in and why it’s different from the rest.
Having your teams gather around your product will make all the difference
When getting your product out internally, you’ll need to get support and buy in from your sales department. To make it happen, you might want to find ambassadors to stand in the forefront (for example, specific sales reps who are passionate about introducing new products to their customer base), and be enthusiastic about your product (in other words, you’ll want to show why this product is so awesome when talking to your teams about it). Not to mention that it will make a huge difference if you can introduce your product to your sales department in a visually striking manner that really gets their attention.
Training sessions will make your product easier to sell
Before your sales department is to bring your product to customers and accounts, they need to really understand what it’s all about. Here, you may find that holding training sessions, and giving them material that is informative and easy-to-digest, can make all the difference.
Making it easy to find the right material will do wonders for your messaging
Once your sales teams bring your product to customers and accounts, and once your marketing teams have started their campaigns, it’s easy for your product message to start living its own life. Something that can hurt the overall success of your product, as it will be difficult for prospects to get a good idea of what the product really is if they hear different pitches and explanations depending on who they talk to.
To avoid this, you’ll want to get the right product messages and information to the right people, and create a solid alignment between marketing and sales. Which can be made so much easier with the right technology (like our own SP_CE Go-to-Market tool that can be a great aid throughout your entire Go-to Market journey).
Do you want more tips on introducing your product to the market? Check out our Go-to-Market Hub or contact us for a demo to talk more about your Go-to-Market needs and how SP_CE can help you.