Thoughts, ideas, and lessons learned from real-world customer engagements and interactions...
So you have a Beta client, now what?
21 Jul 2009 | No Comments | posted by admin | in Product Management
Beta testing of a new technology or solution is one of the greatest opportunities you can have to build a life-long customer. However, too many companies miss out on this opportunity due to the fact that they do not approach this strategically and with end in mind.
Having a client agree to give your new technology some real-world testing is extremely valuable to any company. It does not matter if this is the first Beta for a start-up company or if it is a new technology that is being added to an already established companies technology portfolio. Having this client simply test the product and offer suggestions or to tell you if something is not working within their specific environment provides a bit of value, but will not really help to get your solution adopted by many customers. The following are just a few ways to ensure that you do not miss out on this opportunity to not only gain a customer but also to get information that can be used to gain even more customers:
1. Use Beta testing to demonstrate a true ROI. The old saying “If it is important, measure it”, holds true with your clients. Hopefully before you got to this point you were able to understand what is important to your client and have taken the time to document how it is measured, who is measuring it, and what the current measurement was. If you have done this, then ask to have this as something that the client tests during the Beta testing. Measure the gain that they have received through your solution and then calculate what this means to the client in their terms.
2. Get everyone involved. When you go to sell something to a client, they are often less comfortable in giving you names and contact information for people who may use or make a decision on your product or service. However, if your solution has an impact on these people, then build into the Beta plan to make sure that they are involved in the process.
3. Set clear objectives and exit criteria. Much like in #1, there is no reason why you cannot ask for certain features or functionality to be tested by the client during the Beta testing. Second, define when the Beta testing will be completed. Some of these initiatives can turn into the never ending testing project if you are not careful, but by setting the proper objectives and exit criteria you can better control the aspects being tested and that clients get enough of an opportunity to test these areas.
4. Think Bigger. When completing the Beta testing engagement, as the client what they feel is the greatest value that is being provided by your solution. Ask them what they feel is biggest benefit of your new technology which would be important to them, their competitors, and the market as a whole. Use this information in your sales and marketing campaigns moving forward.
5. Ask for referrals. You should never miss an opportunity for a referral. Even if your solution does not meet this particular clients needs, they may know another company or person that could benefit from what you have to offer.
So, the next time you are getting ready to do Beta testing of your technology, take the time to understand and use this activity strategically. Also, it is not an activity that is reserved just for product management, so be sure to involve your sales, marketing, support, and operations team to make sure the whole company is focused on ensuring the successful outcome of this valuable opportunity.
The first customer
25 Apr 2009 | No Comments | posted by admin | in Customers
If you ask an entrepreneur, many of them will tell you that the first customer is always the hardest. I challenge this saying and that maybe this saying belongs in the same bucket (read: trash can) as “Build it and they will come”, and “Build a better mousetrap and customers will beat a path to your door”.
Now, I do not want to play down the fact that getting your first set of customers involves some work, but I firmly believe that if you have your mind in the right place then it is much easier than what some early stage companies are facing. I believe the challenge is a fundamental one where people are viewing their company, their solution, and their day to day operations as business practices that take place “behind the scenes” and without customer involvement or interaction. Simply put, If you just take an idea and start developing it without client involvement, then you risk building something that does not truly meet their needs, and will take much more work to get into paying clients hands.
Would you like to have a good saying? If so then start with “go find a customer problem, and solve it…and you will have a solid business”. In fact, modify it just a little bit to be “go find a customer problem, build a relationship with these customers and involve them throughout the process of building a solution to solve their problem…and you will have a solid business”. If you involve them throughout the process not only do you build a solution that meets their needs, but you actually begin to build relationships with your first set of customers and reference sites.
So, if you are an entrepreneur looking to build a solution that will change the world….start thinking about your first customers now, and not after your development is complete. If you are not sure how to do this, then we can help. If, however you have already built your solution and are now searching for your first set of customers, then all is not lost. We can still help, however it will still require you to change your mindset to be more inclusive of customers into your business and not exclusive.
