I shared my competitive product analysis methodology above In fact, for product managers, especially B-end product managers, many times it is not that we will email list not analyze, the real difficulty It is difficult to obtain information on competing products .
B-end products do not take traffic as the king, but serve real customers and establish competition barriers, which results in a high threshold for product trials - direct registration is impossible, and pre-sales consultants need to be contacted, and many analyses stop there.
We might as well be bold and follow this process, pretending to be potential customers of competing products, and justifiably extract information. This article is a method summed up based on my more than ten successful experiences, and I would like to share it with you.
1. Preparation
1. User analysis - pre-sales consultant
Pre-sales consultants (including sales, marketing, and account managers in a broad sense) are the link between customers and enterprises. Many people do not understand this position and feel that pre-sales is to meet customer needs and formulate plans, train customers and answer questions. .
In fact, pre-sales consultants also undertake a more important role - screening high-value customers for enterprises . Factors such as the customer's strength background, estimated consumption, purchase intention, and whether long-term cooperation can determine the service attitude and service method of the pre-sales staff. Therefore, in order to obtain more information from them, we must first obtain their trust, and in order to obtain their trust, we must first analyze them .
1) Feature attributes
Professionalism: It is not only manifested in being familiar with its own products, but also analyzing the pros and cons of competing products (we can inquire about competing products in a side-by-side manner)
Customer-centric: pre-sales staff will do their best to answer customer questions and meet customer needs (keep in mind that we are customers, and do not be arrogant and guilty in communication)
Recognition requirements: Pre-sales personnel hope that their dedication and conscientiousness can be recognized by customers (during communication, they should praise each other from time to time to bring closer the relationship)
Be vigilant: In order to prevent competitors from inquiring about intelligence, pre-sales personnel will be vigilant against unfamiliar customers or customers with abnormal words and deeds (communication should not be too direct, there should be a foreshadowing)
Performance pressure: This is easy to understand (we can consult at the end of the month or quarter, when pre-sales staff tend to relax their vigilance due to performance pressure)
2) Basic properties
Region: Regional leaders will be assigned according to the location of the customer for easy follow-up (avoid offline contact)
Gender: more men than women (women are relatively sensitive and easy to find logical loopholes)
Working years: Generally, 85% of the first-line pre-sales have worked for less than 5 years, and 37.7% have less than 2 years (the ability to distinguish "fake" customers is limited). "Professional" the most "complete" group of people
Work content: writing plans, bidding, demand research, product promotion, business trips (not replying to news for a long time may not be because the purpose of extracting information is exposed, but they are traveling, meeting, visiting customers...)
Working hours: normal working hours 09:00-18:00, actual working hours 07:00-23:00 (it is best to consult during working hours)