Why Product-Led Discovery is Like Bringing a Mayo Salad to a BBQ in 100 Degree Heat – Just No.
Let’s face it, leading with your product in sales is like showing up to a BBQ with a big ole Mayo dish and it's 100 degrees out – it’s just ripe for massive GI issues . Here’s why product-led discovery is the cringy mayo salad of the sales world.
The BBQ Fail: Product-Led Discovery
- Customers Want the Main Course
Customers are hungry for solutions to their problems, not your product features. Leading with your product is like bragging about your mayo salad when people are allergic to dairy - but you didn't know because you are only thinking of how great your Aunt Mary's mayo salad is. so you never bothered to ask the host about the crowd. - You’re Missing the Juicy Stuff
Focusing on your product means missing out on the meaty problems your customers are dealing with. (fun fact, 99.99% of the sellers and VPs/CROs I talk to think that the problems they solve are time, efficiency and better productivity). Those aren't problems, those are root causes that have some impacts - but if you only hover around them, most buyers tune out as you sound like everyone else. - Not Everyone Likes Salad
Every customer is different. Pushing the same product pitch is like assuming everyone at the BBQ loves your veggie platter. Spoiler: They don’t.Sales Leaders - go into your pipeline - if your major drop off happens after discovery or demo phase - this is probably an indication your team is leading with product and has no clue about FINDING the buyer input data to make a case for change.
- Trust Falls Flat
When you push your product without understanding the customer’s problem-environment, it’s like forcing tofu on a steak lover. Your value to the buyer and their belief in how you can help them plummets faster than the excitement for your salad.How Not To Make Everyone Sick With Your Mayo Dish: Problem-Led Discovery
In order to avoid sending everyone to the hospital, it's critical that you first understand if your team is ill-equipped to lead discovery that actually results in quality opportunities that close.
What to listen for - if your team is asking any of these questions during any portion of discovery = mayo salad.
- What keeps you up at night?
- Can you tell me what your most pressing problems are?
- What are some of the problems you’ve been struggling with recently?
- Are there any problems or issues you haven’t been able to solve yet?
- Can you tell me about your current business challenges?
All these questions have something in common (beside word salad).
They highlight that you, your sellers and your team do not understand the potential problems your buyer is facing. Sellers should have a deep knowledge of the problems that your product uniquely addresses.What To Do Instead of Sales Word Salad?
Start with Knowing The Problems You Solve - Do Not Make Another Mayo Salad Until You Complete This Exercise.
This is a hill I will die on.
It took me 20 years to realize that I was a product seller - that it was all about me. I read one book and it changed my life and the way I approach helping a buyer.
If your team hasn't done the exercise to hone the unique problems you solve for your customers - you are just bringing more mayo salad to a BBQ.Do the hard things. More on that here.
Time For a New Sales Recipe
When you ask questions that really matter to your prospect's business and challenges, you’re not just another pushy salesperson – you’re a trusted advisor.
This makes the sales process way more effective and discovery becomes insightful for all parties.Those old-school discovery questions we’ve been stuck with for years and were mentioned above? They need a serious update.
No more of those self-diagnosing questions – they just don’t cut it anymore.
Today’s buyers want a more sophisticated, personalized approach. Is your team equipped with knowing the unique problems you solve - or are they serving up word salad...aka bringing mayo to a bbq in 100 degree heat and everyone gets sick?
