Armed with a clear plan, we started working on a new sales script for Tenjin. I presented Sunny with a series of simple questions that focused on different aspects of the big picture. She shared the questions with the key team members and everyone submitted their own perspective.
Tenjin already had a strong technical perspective. But I was keen to draw out more information about the humans who were involved (both the customers and the Tenjin team) and learn what the technology meant to them in the wider context of their lives.
Matthaus, Tenjin's Platform Director, had a lot of experience talking about the product with clients, so we conducted several chat sessions and dug deep into the technical features of the product as well as the customers themselves.
Matthaus: "To start with, Paul’s structured questionnaire approach helped the team to see the various perspectives on what we do. Further along, he made us see the different personas and their unique view on what we do and why it matters. He also framed what we do in light of the competition our clients face. This kicked off a follow-up process of us re-defining what our products really are."
Sunny: "Paul made all of us, including the co-founders, take a step back and describe our product/features from a human level. We were caught up living and breathing this stuff. Our language assumed that the world knew what we were talking about, when in fact, that wasn't the case."
By asking a very specific set of questions, we were able to round-out the Tenjin pitch. Creating more empathy with the customer and tapping into their real world motivations. When you put the technical solution aside, Tenjin's customers are all regular human beings. Driven, and sometimes held back, by the basic motivations and fears that affect us all.