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Better Discovery Calls (2)
Damian Carville, Manager US West
Session #2
• Explore different types of customer meetings
• Education versus recruitment
• Maintaining group engagement
• Preparation for Team Exercise
Why do we demo JMP?
• New Sales opportunity
• Company
• Department
• Management group
• Educate existing users
• Consolidate our champion
• Find our way ‘upstairs’
Educate existing users
• What types of meetings do we have?
Who is most important person in the room?
Primary users
• Typically the most technical JMP users
• They set the agenda for the meetings
• Often believe ALL USERS know more than they do
• Sometimes they are JMP champions
• Can drive automation
‘Regular’ users
• Consistent JMP users
• The majority of our user base
• Want as much information as possible
• Often under-using JMP’s capabilities
• Good advocates for our products
The ‘Manager’
• Senior person/people in the room
• They usually think in ‘big picture’ terms
• Interested in how similar companies have adopted JMP
• Target for Customer Success Stories’ messaging & case study approach
Non-Users
• They represent our future growth in the account!
• OFTEN have limited statistical knowledge
• Need to see that JMP is easy to learn, and not frightening
• Can QUICKLY be ‘lost’ by technical terminology and methods
‘Education’ versus Recruitment
• The customer thinks we are there to TEACH them how to use JMP
• We are there to SPREAD the USE and IMPACT of JMP
Maintaining Engagement
Is it possible?
Two simple techniques:
F.A.B.
Customer Stories
Selling BENEFITS - FAB
• Feature – what it is.
• Advantage – what it does.
• Benefit – ‘which means that…’
‘which means that…’
Selling benefits - examples
• Feature – A car.
• Advantage – A vehicle for travel on roads.
• Benefit – ‘which means that I can visit my friends whenever I want’.
Selling benefits - examples
• Feature – Graph Builder.
• Advantage – Drag and drop interface for showing my data.
• Benefit – ‘which means that I can easily and quickly visualize and show my results to my team’.
Telling Stories
• It was not great….
• JMP came along and we did something…
• Now, it is good, here is how it is good
• (Caveat of a CREDIBLE story…..)
Maintain engagement to spread JMP
• Talk at several levels in the same conversation
• Use ‘which means that’ to SIMPLIFY complex things
• Tell stories about other people with similar issues
Things to consider
• Current situation and details
• Is there a problem the customer is trying to fix? Or more than one?
• What are the implications of not fixing this problem?
• What would a successful demo look like?
• What would be most impactful thing for the customer to see?
• Describe what you learned about how you might expand JMP inside this account, either during this initial sale or later
• What did you learn about this process?
Good Luck!
