Bill Gallagher argues that sellers should stop doing aimless product walkthroughs and instead map the full market, explain different approaches to solving the customer's problem, and show where their product fits so prospects can make informed decisions without regret.
I think we can do better than an aimless product walkthrough to help customers do the job they're actually trying to do, which is figuring out, why should I pick you over the other guys? And so, in my opinion, if we really want to be a guide in the purchase process for prospects, what we need to do is paint a picture of the entire market and help people understand what are the different approaches to getting this job done, how do I segment the market and where does, you know, as vendors, where does our product fit in the midst of all these other products and basically teach customers how to buy and make a decision that they don't regret.
