Focus on solving your customers immediate problem

The new product you develop lets you see immediately when, where and how many times each email you send has been opened. It means that salespeople can strike while the iron is hot. If somebodys just looked at your e-mail, you know theyll remember who you are. Theres a clear, immediate benefit to the salesperson.

So with the usability example, the people who benefit immediately from better usability are the website users, but it is the company who has to pay for the usability testing and improvements. And unless they are doing a before and after test, with nothing else changing, it is not obvious to the company how much impact good usability will have.

Key Takeaways

  1. Ease of use is key. The tool is quick and easy to install and you start seeing its impact as soon as you start sending e-mails. You use it right within your regular e-mail screen no need to open any other software.

  2. If at first you dont succeed, pivot. If you are having trouble selling your product or service, it may be that it just isnt meeting your prospects needs. Or at least not clearly enough for them to see the value. Theres no shame in revising your ideas to meet new needs youve uncovered as you learn more about your prospects and why they arent buying.

  3. Patent protection is great, but first mover advantage can get you going. Getting a patent is expensive and can take years. In our fast-paced world, it often makes sense to risk starting your business before youve got patent protection and working out the wrinkles. It will take competitors time to catch up, if they ever do. (That said, there is still a risk that a big company in a related field might just run with your idea and have the clout to sell it more successfully than you can.)c

  4. Contact new customers as soon as theyve made a purchase (or started a trial offer). Thats when they are most likely to open your e-mail and to be responsive. And it means that if they do run into problems, theyll be more likely to tell you than to simply give up on the trial and walk away.

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By: Anna Smith