Selling With Learning

I don't understand why I want that, or how it works. So I'm not going to buy it. The last one I bought never worked, and I couldn't make it do anything -- so I never used it.

Written Mar 13, 2008, read 672 times since then.

The VP at Microsoft who managed Windows had a great saying about customer training. "There are two ways to improve the product -- one is to re-write millions of lines of code, and the other way is to upgrade the customers."

What he meant was that in many cases customers aren't happy with how a product works because they don't understand how to use it, or (as is often the case with software) there is a design flaw that drives normal humans to physical violence and despair.

In both cases, some kind of user training or teaching can often improve the perception of the product -- even if you're just showing people a work-around for a poor design. How many matchbooks have "close cover before striking" on the edge? How many gas pumps have little "no smoking" symbols?

So part of the marketing plan for your product, both pre-purchase and post-purchase should focus on making sure your customers learn about the details. If all you do is print out instructions in eight languages and include them in the box, that's not enough. I'm a guy, and I don't read instructions. Even my wife rarely does, unless something is already broken.

But I will go to your web site and see if there's an FAQ. I will see if there's a discussion group about it, or a Yahoo Group for it, or search for "Swiffer Owner Manual" on Google. All of these are learning tools, and in most cases if they're well designed I'll like your product more once I've used them.

But don't stop there. When I buy from you, grab my email address and send me mail a few days later with a little tip. Show me how to change the battery, or put on a new cover, or tighten the armpits. (Don't try to sell me something. Just help.) Include a link to the FAQ.

What should your Frequently Asked Questions page have on it? Well, you can start here:

What's in the box
How to put it together
What to do if stuff is missing
What the finished thing looks like
What it's supposed to do
Common assembly problems
Common problems users have
Typical issues
Battery life estimates
How to return it
Where it gets repaired

A week later, another little nugget of information. Then another. Each time I learn a little bit more about this wonderful thing I added to my life. And I have the opportunity to share back to you any pain points that I've encountered. (A pain point is an opportunity, by the way. Not a problem. If you fix my pain, you make me happy and I want to give you more money.)

When version 2.0 of your Pocket Blast-A-Tron comes out, send me an opportunity to upgrade -- and list all the improvements you've made, based on the pain points you've identified. Have a couple of videos you can link to showing happy owners demonstrating the new features. Maybe a user's group where I can learn more tips.

Now, you may not do all of this on day one. That's fine. Maybe for right now all you do is collect some email addresses. Or collect a list of typical problems on a pad by the phone. Then later on, you start collecting a list of short answers on the whiteboard.

Then you move to putting them up on your web site (you do have a web site, right?) or maybe making a short video for YouTube. But just a tiny little bit is a move in the right direction.

Just keep upgrading those customers.

Learn more about the author, Dick Carlson.

Comment on this article

Posted by Preston True, Royal Oak, Michigan | Mar 15, 2008

Dick, this is a terrific article. And, even though I don't offer a "product", I still am responsible for training my clients. I'm developing a group coaching system for which your advice will be incredibly helpful. Thanks so much.

-Preston
Posted by Paul Spafford, Ottawa, Ontario Canada | Mar 15, 2008

The post-sale tips are a great idea, Dick. I'm going to start sending tips to my clients NOW.
Posted by Lee Kaplanian, Burien, Washington | Mar 18, 2008

Dick,

What a fabulous idea! It's also a great way to help people understand how a service or product can be used. I am working on my web site for promotional products and this would be a great way to show businesses how and where products can be effective to keep their name in front of their clients and prospects. I will have this running around my mind for quite awhile. The possibilities really spark the creativity!
Posted by Dick Carlson, Columbia, South Carolina | Mar 18, 2008

Preston: You're right, this applies to services as well. Providing a "learning drip" to your customers is a much more effective way to keep in contact with them (and your skills in their mind) than continual offers or sales solicitations.

Paul: Good to hear. Make them short, sweet, and remember to focus on THEIR pain. Your natural inclination will be to talk about what you want to sell. Resist, resist, resist.

Lee: Yes, promotional products work well for this type of thing. Any learning that can be communicated is great. A tax accountant that supplies me with a little magnetic calendar that has the dates my quarterlies are due in big red numbers is giving me information I need. I'll put that little thing up on the wall next to my desk, and refer to it often
Posted by Judy Friend, Pepperell , Massachusetts | Mar 20, 2008

Dick, What a great article. Thank you for sharing your words of wisdom. In training sales skills, I often find that the client is so inclined to focus on "What's for Sale" instead of "What is the Need".

This is great and works whether selling a product, a service or yourself. Great to keep in mind even when making connections!
Posted by Andrea Sigetich, Bend, Oregon | Mar 20, 2008

I love articles that make me think! Thanks, Dick!

Being essentially a self-serving reader, I immediately thought about how I could apply this idea to my clients -- leaders. First, I thought, it would be great for every leader -- especially in organizations -- to have their own FAQ page. Second, I realized I don't have one on my own web site. Huh!

It also reminded me about how how, two weeks ago, I went back and reread the instruction manual for my GPS. I over-bought and this thing has many more features than I need! But now that I've used it for a while. I could begin to undertsand how to use a little more sophisticated level of features. I'm not there yet -- I think another read is in the making -- but it does cause me to think about deepening levels of use of our products and services.
Posted by David Losh, Seattle, Washington | Mar 20, 2008

Such a simple little thing as giving my customers information never occurred to me. Rather than waiting to have them call me with a question, or worse a problem, just communicate a common solution. Microsoft also talks about creating community with a product. Your idea, when done over the course of time, would also do that. It's a way to be proactive and establish dialog.
Posted by Carol Skolnick, Santa Cruz, California | Mar 20, 2008

Excellent!
Posted by Jamie Kay, Issaquah & Snohomish, Washington | Mar 20, 2008

Dick, This is a wonderful article and I will share it with my team. There is nothing better than great customer service!
Posted by Kare Anderson, Sausalito, California | Mar 20, 2008

What a useful, articulate article Kudos and thanks
Posted by Darryl Gibbons, Jacksonville, Florida | Mar 21, 2008

Your article hit the nail on the head! By coming alongside as a friend and not a pushy salesperson your 'guest' will look forward to hearing from you.
Posted by Dick Carlson, Columbia, South Carolina | Mar 21, 2008

Judy: Years ago, I used to sell cameras. Well, I thought I did. A rep from Kodak told me that I really sold people memories of birthdays, reunions, and little league games. That changed my thinking and made me much more effective.

Andrea: I'd love it if Magellan would email me a little tip on how to use my GPS better once each week. Like you, I've never read the book and can barely use it. It's way, way smarter than I am.

David: Yes, community is the next step. You can eventually create a community of users/customers where they support each other, and you just provide access to the lead dogs. Take a look at Dell's Ideastorm (www.ideastorm.com) to see a wonderful application of this.

Carlo/Jamie/Kare: Thanks for the positive feedback!

Darryl: Exactly. When your clients look forward to hearing from you, you've made a completely different kind of connection. If I trust you and want you to talk to me, getting me to buy becomes very easy.
Posted by Dick Carlson, Columbia, South Carolina | Mar 21, 2008

Several people have asked for examples of really good implementations of the "selling with learning" model that I talk about. I'll post a few here over the next few days.

Here's one that's cutting edge:

Fiskateers (http://brainsonfire.com/blog/2008/03/10/the-life-of-a-brand-ambassador%e2%80%a6/)
Posted by Jackie Giuliano, Seattle, Washington | Mar 21, 2008

Great advice. Thanks!

Jackie Alan Giuliano, Ph.D. President Speed Learning 100, Inc. http://www.speedlearning100.org
Posted by Dan McComb, Seattle, Washington | Mar 21, 2008

So Dick, when are you going to host a workshop??? We want more!

Biznik Business Networking
Posted by Catherine Gronlund, Seattle, Washington | Mar 21, 2008

Great Advice!

With some of the products I've purchased recently, information on how to open the package would have been appreciated!
Posted by Dick Carlson, Columbia, South Carolina | Apr 08, 2008

Jackie: Thanks -- what a great signature!

Dan: Your wish is my command!

Catherine: Yes, it's amazing how even the simplest interaction colors your experience with the product or service. I was talking on the phone to a condo management service yesterday, and made a purchase decision solely on the basis of the professional demeanor of one compared to the other.