July 8, 2012 by aarnfeld
It makes no sense to launch into an explanation of your product description if you have not qualified the opportunity through active listening and exploration with the customer. Our earlier article discussed product descriptions and this article will focus upon the pre-requisite analysis piece of the sales book.
There are two aspects to pre-requisites for product [...]
May 8, 2012 by aarnfeld
As a Product manager or product management team one of your goals is to ensure the sales force for B2B activity fully understand the product, price, position and promotion methods you wish them to initiate and follow through. Without this information, do not be surprised if your sales team deliver signed contracts for services that [...]
June 12, 2011 by aarnfeld
One of the product challenges on the web concerns product optimisation. The value of product optimisation comes when one is able to allow decision making between competing alternatives, or where one is able to discover an error in design that can be rectified.
Product measurement and optimisation can have a wide variety of goals including
Improvement of [...]
February 20, 2011 by aarnfeld
I saw a post the other day on Linkedin that asked the forum about developing an in-house Usabilty Lab / Department and it reminded me of an earlier part of my career when this as the topic of choice amongst aspiring and practicing Usability and Human Factors professionals.
It was so topical that we got together [...]
January 10, 2010 by aarnfeld
As a customer focussed company you will recognise that customers whether B2B or B2C, are value maximisers. They are looking for the best deal. But the best deal for one buyer is not the same as for another Buyer. The selection criteria are not the same. Some buyers will focus on price along whereas others [...]
January 10, 2010 by aarnfeld
Putting the customer needs or market needs before the company needs is the surest way of developing best practice products for the market. Understanding the voice of the customer (VOC) is crucial and companies that place the customer as the most important member of their team have demonstrated huge successes and revolutionised industries; examples include: [...]
January 5, 2010 by aarnfeld
As product managers when we work on “choose the value” we must understand the market environment within which we operate in order to build an effective strategy for our products as “CEO” for our product lines. One of the most influential models to assist us in this task has been developed by Michael Porter, published [...]
December 13, 2009 by aarnfeld
Traditionally the approach from a marketing perspective has been to wait until a prodoct has been produced and then construct a marketing campaign to sell it. This has huge limitations as it pays no heed to the customer requirements and assumes that if a product can be created then it can be sold successfully. While [...]