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The Obvious Answer & the Real Answer
During the product planning process we typically gather feedback from customers, sales, services and other stakeholders. The question we don't ask often enough is, "why do you need those features."
Similarly, when sales people are working with prospective customers they are usually bombarded with yes/no questions about product features. Once again, we fail to ask why, especially when the answers seem obvious.
In both cases though, the first answer is not the one that matters most. Asking why a second or third time usually produces the real answer.
Here are two simple examples using a point-of-sale solution in a fast-food environment.
Example 1: Product Planning
Customer: We need features x, y, and z.
Product Manager: Why are those features important?
Customer: We need to implement changes to our menu faster (the obvious answer).
Product Manager: Why is it important to make changes faster?
Customer: Food fads are occurring more frequently and we need to respond much quicker. When the low-carb craze became popular, our systems delayed the rollout of new menu items and we lost market share to competitors who responded faster
(the real answer).
Example 2: Prospect Evaluation
Prospect: Do you have features x, y, and z.
Sales Person: Yes we do. Why are those features important?
Prospect: We need to implement changes to our menu faster (the obvious answer).
Sales Person: Why is it important to make changes faster?
Prospect: Food fads are occurring more frequently and we need to respond much quicker. When the low-carb craze became popular, our systems delayed the rollout of new menu items and we lost market share to competitors who responded faster (the real answer).
The moral of the story: The obvious problems solved by your products are not the real problems that justify building or buying them. The real problems are usually one layer removed, e.g., moving faster than the competition to maintain or gain market share.
Define the real problems early in the planning process and use them as the basis for your value proposition in the sales cycle. Higher value equates to more wins and fewer discounts.
If your team needs to learn the art of asking why, signup for Product Management University Onsite, Online or Open Enrollment. You'll learn useful techniques that deliver immediate benefit.
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