How to Sell a Whole Product
By Chris Bohrson
Strategy
The product was enhanced to include new features for voice service assurance, in addition to DSL pre-qualification testing. This allowed us to justify new system deployment on the basis of additional value across multiple applications. We also qualified and prioritized customers based on those who were motivated, due to competitive environment or installed system life cycles, to consider a major upgrade of their service testing infrastructure.
With these product improvements and a focused set of sales targets in hand the Division set about to re-engineer the sales process. We needed to re-orient our thinking from satisfying demand and winning in the selection decision, to creating demand across multiple functional groups inside the phone company that were chartered to deploy and deliver DSL services as a growth engine.
