The Audible-Ready Sales Podcast Handling New Product Launches
Jul 15, 2025
Brian Walsh from Force Management shares his insights on the essential mindset sellers need for successful product launches. He emphasizes understanding customer problems and the outcomes new products can deliver. Walsh discusses the importance of customer-centric training and avoiding the pitfalls of overpromising. He also highlights the significance of aligning sales strategies with customer needs and effectively communicating new features, especially in the realm of AI, to drive long-term value.
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Pressure from Company Scoreboards
- Sellers feel pressure to immediately sell new products due to company scoreboards tracking launch success.
- This mindset influences how they approach selling and can create temptation to rush or overpromise.
Avoid Overpromising and Rushing
- Avoid rushing into the market with all new product info to prevent overwhelming or alienating customers.
- Be honest and avoid overpromising to preserve your personal and company's credibility.
Adopt an Outside-In Customer Mindset
- Focus on the customer's problems and outcomes the product solves, not just features.
- Recognize new products can change the customer's buying journey and introduce new stakeholders.