How to Work Effectively with Sales (for PMs)

This is a follow-up to my previous post on How to Speak Product. This time, I flip sides and provide the keys for PMs who want to work more effectively with Sales.

From my experience, the interface with Sales can significantly impact PM’s career projection so it’s wise to invest in it. Yet, it’s no secret that the sales-product interface can be painful for PMs.

Often product people view salespeople’s behavior as odd and irrational (to say the least). The PM will push back, fume and internally feel something like this:

I think that PMs can avoid it with few simple steps.

Here’s how.

1. Understand the Sales Reality

I always advise PMs to start with understanding Sales’ objectives. See, Salespeople are measured by one thing only: revenues.

Their incentive is to generate maximum revenues and they are under a tremendous amount of pressure. Everything they do is measured and every mistake is costly.

If they don’t sell, they are OUT.

Therefore, salespeople will always optimize towards whatever they can EASILY sell NOW - regardless if it fits into your plans or not.

It’s a natural behavior. You’d probably do the same if you were in a similar situation.

The best thing to do then is to help the salesperson rather than trying to change him/her behavior.

2. Let Your Guard Down

One of the biggest friction points is when Sales try to impact the product roadmap in a way that doesn’t fit the product plan.

It typically starts with a simple question but can often turn into a barrage of emails and slack messages escalated into emotionally charged meetings and exchanges that can last days or weeks.

Yes, anytime someone forces you to deviate from the carefully vetted plan and asks you to spend expensive resources outside of the scope creates a huge headache for you.

As a result, we, the product people, often come into “the situation” close-minded with one main goal:

I know. I’ve been guilty of that many times!

But, avoiding an honest conversation is just going to add more fuel to the fire.

My best advice is to let your guard down. Remind yourself that listening doesn’t automatically mean changing plans. You can openly listen, discuss, weigh in and then still say no.

So don’t worry, no one is moving your cheese, have the conversation!

3. Use a Short-term Perspective

Once you’re ready for a true discussion, try to listen and look for the win-win solution. If you’re still unconvinced, try to explain to the salesperson why it’s better for HIM/HER not to pursue it.

How? Focus on the short-term impact.

Salespeople are focused on short-term opportunities (as they need to make their quarterly revenue goals). Hence, explaining the short term impact on other projects that are relevant to them is an effective way.

Simply explain the tradeoffs:

If we pursue X, we’ll need to delay Y.

This type of framing works like magic because it’s not a binary yes/no situation. It forces the salesperson to consider the downsides rather than just the upside.

4. Think and Speak Value

Another friction point is when Sales and Product don’t speak in the same terms. When speaking with salespeople, focus on what they and their clients can understand - Value.

Technology isn’t value, but a means to create value.

Translate your technological features into outcome and results (e.g. cost savings, new revenue opportunities, better security, etc.) that Sales can sell against.

5. Simplify Things

Since salespeople will always optimize towards whatever is easy to sell now, your role is to work with that in mind:

• Focus your product/features on a clear use case with a shorter sales cycle (and that of course is aligned with the concepts of MVP and MMF).
• Make your product easy to learn.

Yes, it’s reasonable to expect Sales to take time to learn your product, but if they have to go over it again and again, then it’s a waste of company resources.

Ok, you get it.

And just remember this:

Salespeople aren’t bad. They just follow the company’s directives to maximize revenues while being under a magnifying glass every day. Once we understand that, we can better relate and appreciate them.

At the end of the day, they put food on our plate… :-)