The Product Call (PC)

After having the Discovery Call, you can now take all the answers that you got to the ‘why?’ questions you asked during the DC and put together a Solutions Call deck related to those buying criteria. The goal of the Product Call is to be able to relate everything back to what they currently like (buying criteria) and are seeing success with in order to get them to agree to structure a pilot test of our platform via a coauthored ROI call. In doing so, we align our solution to marketing priorities which are then aligned with C-level strategic priorities.

Product demo/pitch based upon buying criteria (the why of current vendors) in order to coauthor a solution to hit their business & marketing goals. Relating everything back to what they are doing now and the why of what they are doing from the discovery step. Ultimately, the solution needs to be designed consistent with the customer acquisition process and the why of other vendors they are currently using. At the end of the product call, we begin to coauthor the buying paradigm.

Confirm buying criteria from qualifying

Demonstrate solution consistent with buying criteria

Check in question that they agree that satisfies buying criteria

Repeat the process for each buying criteria

Key Question: Are they willing to structure a pilot test of our platform in some capacity?

Goal: Get the client to agree to structure the pilot test of your platform via coauthoring an ROI model with you on the next call.

PRODUCT CALL BEST PRACTICE:

CONFIRM BUYING CRITERIA WITH RECAP SLIDES - the ‘why’s’ gathered from the DC

DEMONSTRATE SOLUTION CONSISTENT WITH BUYING CRITERIA - point by point in order of importance

CHECK IN QUESTION THAT THEY AGREE THAT SOLUTION SATISFIES BUYING CRITERIA - point by point

GET GUIDEPOSTS OR AGREEMENT TO COAUTHOR ROI MODEL (COAUTHOR BUYING PARADIGM)

NEXT STEPS - Scheduled coauthor ROI model meeting on the call for same time next week

THE PRODUCT CALL

Recap info gathered from DC (set the context for a solution) - what you are looking to accomplish? What we know (ROAS inputs)

Relate solutions/product back to their existing digital marketing strategy (from answers of what doing? Why doing it? How tracking it?)

KPI & attribution solutions and how they fit in with how they currently do attribution (access to website)

Begin to coauthor pilot and ROAS model (if not conceptual buyer or a tough deal, if conceptual keep conceptual)

How pricing works in general

End of PC get budget guideposts to coauthor proposal

If quantitative buyer, hop into ROAS model to coauthor

Goal: Relate our presentation back to what we learned on DC/co author a solution/get guideposts for budget, Get DM to agree to pilot Platform XYZ

PC OUTLINE:

Recap info gathered from DC (set the context for a solution), data points from the DC

What you would like help with…

What we know…

Fitting our solution into your current marketing strategy…

Relate solutions/product back to their existing digital marketing strategy

KPI & attribution solutions and how they fit in with how they currently do attribution

Begin to coauthor pilot and ROAS model

How pricing works in general rather than giving a recommendation

End of PC get budget guideposts to coauthor proposal

Goal: Relate our presentation back to what we learned on DC/co author a solution/get guideposts for budget

PRODUCT CALL SLIDE DECK OUTLINE:

I. Recap of goals and challenges learned from the DC

II. What we know

III. Fitting Platform XYZ into your existing marketing strategy

IV. Recap of your platform’s core value proposition

V. Opportunities and solutions to achieve your goals related to the buying criteria shared during the DC

VI. How pricing works at a high level to begin coauthoring the Buying Paradigm

VII. Next steps

GETTING BUDGET GUIDEPOSTS FOR THE PROPOSAL CALL

Most PCs will require an addition Proposal Call after you get some clarity on budget expectations and a range of confirmed possibilities regarding product mix.

The goal of the PC is to coauthor pilot and ROI model, getting budget guideposts to shape the proposal. Getting agreement on an attribution methodology, KPI, and KPI goal are a part of this.

SUPPORTING DATA DRIVEN DECISIONS

Elicit buying criteria in discovery call

Use data to validate buying criteria as demonstrated by our platform in the PC product call