Hey all, first of all, hats off to @jameskaikis and @Rob Falcone for a great webinar this week. I challenged them a little bit on LinkedIn to complete the Six Habits cycle by PERFECTing the webinar delivery, and I think they did just that! In fact, I think the Just F*ing Did That!
But I'm a bit bothered by something Rob said. He said that for product-led growth organizations, discovery before a demo is a mistake. That prospects want to see something early - as in right now - and not have to answer a bunch of questions before they do. In fact, THEY often show up with more questions in the first call than we do.
Here's what bothers me even more. I COMPLETELY AND TOTALLY AGREE WITH HIM!
Anybody who's ever worked with me - or read my book for that matter - knows that I'm a huge proponent of technical discovery. I believe very strongly that there are many solutions out there that are far too complicated to demonstrate before you've done your due diligence and determined what it is that your prospect needs to see and experience to move forward with their purchase process.
However, what - frankly - was not as obvious to me until Wednesday, is that there are some companies out there whose products do NOT require discovery in order to be demonstrated. This idea of the disco-demo is certainly one that I've talked with my clients about before. But usually as a last-resort. I.e. if you don't have the opportunity to do discovery before the demo, go into the meeting prepared to do a little bit of discovery up front and have some demo "snippets" at the ready once you've determined where to go.
In all seriousness, Rob's talk has really challenged me to rethink my stance on discovery. I still maintain that for some - maybe MANY - organizations, technical discovery before a sales demonstration is critical. However, he has opened my eyes to the reality that there are numerous products on the market that don't require discovery before a highly effective demo can be given.
So here's the question I'm inclined to put on the table. Let's see if we can figure this one out. What is the profile of a company, product, market, etc. for which discovery before the demo is critical? And likewise, what is the profile of the company or product or solution that does not require discovery up front? In fact, those for which discovery might actually detract from the buying experience.
Rob gave us some ideas to start with. He talked about "product-led growth" companies. And he's absolutely right. But exactly does that mean? And is there more to it than that? And should all product led companies BE product-led companies? Are there some that should not be? Are there some that are not that SHOULD be?
Very interested to hear everyone's opinions on this. The software and technology world is changing faster than we can keep up with. As is the way we sell. We crack this nut, and we might just be doing both buyers and sellers a huge service.
I opened with 'To Disco or Not. That is the question.' I guess that's not really the question. I think the question is 'Discovery - when, where and under circumstances and conditions'?
Can't wait to hear your thoughts...