You have crossed the initial milestone of proving your product has seen some initial success, covered the MVP and now its time for growth…what is one key ingredient for growth ?
You are the rockstar founder or product manager…you have the urge to be omnipresent in every customer discussion or support call…you do a good job on this…but it’s a major deterrent for growth as you become the bottleneck…
The best solution for this problem is to put together a strategy for your product training. Based on interaction with a startup growth entrepreneur’s request I had put few things, and sharing that in this post.
I plan to cover 3 levels of product training that I have personally learnt or done over the years to make products scale and be successful, the examples are more relevant to B2B but some of this can be used for B2C as well….
The analogy i have used here is of movies
Level 1 : Trailer – Targeted to people that engage with the Decision Makers who buy the product
Level 2 : Movie – Targeted to people that interact with users of the product
Level 3 : Making of Movie – Targeted to people that interact with administrators or consultants that configure, implement or support the product
Lets look at each of them in detail
Level 1 : Trailer training
This training is usually provided to Sales & Marketing teams who have the responsibility to engage and influence the decision makers, to buy the product. Certainly while the content stays high level , I have come across 3 questions to be covered in this training, that will help Sales to effectively position the product and get the interests
The three questions
Why buy ? – This question establishes what is the real need for the product. What is the real problem that the product solves and why is it important for the customer
Why me ? – Having established the need to buy, the next question that needs to be answered is why me, why your product vs. other choices available in the market, what are differentiators, how is your product better in solving the problems and other objection handling
Why now ? – Assuming the need is established, and the fact that your product is the best fit, the next convincing part is the timing of the buy. The “why now” training should facilitate content that will help the trainee to engage with establishing the urgency, to get the decision to be made in a realistic time.
Coverage of the content
The content should cover the following to help with the above three questions
Level 2 : The movie training
This is to do with the actual product in more detail on how the users would use them. So this is essentially a training that is usually provided to Sales Consultants , Partners and Others who are likely interacting and engaging with the customer users – both during pre-sales as well as post sales.
Coverage of this training
Level 3 : The making of the movie training
The third level of the training is for the people that engage administrators, implementer, partners and consultants. This covers variety of areas and really detailed and deep dive into the “how to aspects”. This is usually done to consultants , support staff and Business/IT administrators. This training is for mostly people who engage post sales, but essentially they should also have good understanding of the level 2 training, before getting here.
Coverage of content
So as you can see, if you can create the above training content and start training, it will certainly help you in your growth endeavors.
Offcourse you will also have to keep updating these content as you enhance your product.
Product Training , these days can be delivered in different formats – in person, webcast or through videos. But its essential for you to understand the importance of this and make it as a priority if your goal is growth
Tags: Product training