[Sales Skills] Quickly filter the idea of innovation from 3 aspects

01

Nature tends to tolerate many changes in appearance, reward real innovation, and punish unique novelty (such as some genetic mutations is difficult to inherit). The same is true of the market. The market will reward real innovation and quickly eliminate fashionable novelty. In the sales market, the appearance will play a certain role, but its role is not as important as the effect.

Users can tell us through their own response to the changes that this change is really innovative. They can distinguish real innovation at a glance. This change is not obvious before it is released. Once released, it will immediately cause users to react. The focus of this reaction is utility, not the appearance, nor novel.

The above three aspects are very important. Each represents a form of changes, and it can become an innovative change, but useful changes are true innovation.

For ordinary buyers, the value of utility is the most, followed by appearance (and the value gap between the value of the utility in most cases), and the sense of novelty is at the end. In the early stages, you can quickly filter innovative ideas from these three aspects, which are both interesting and economical. You can refer to the method in Table 3-1. Please score this product after each statement, 5 points to express his agreed, and 1 point expressed disagreement.

If all 3 items have 5 points, this product is great. If the third item (utility) scores 1 point, then the other two scores are high, and this product is also defeated. Lava lamp is a good example. The first lava lamp was launched in 1959. Suppose you are selecting the bedside lamp at the lamp department of a department store, and you see this lava lamp, you will definitely get 5 points in the first item, or even 5 points in the second item, but this depends on you Taste.

However, if you want to read it by it, then you may score a very low score in the third item. Therefore, you will not buy it as a bedside lamp, and you may buy a lava light to decorate in the living room, and then buy another lamp and put it on the bedside for reading and use.

02

Of course, there are many more refined (expensive) market research methods, but this method is simple to operate. It only needs to describe or draw a sketch of the product to achieve the goal. You don't need to spend a lot of money, you can quickly test the concept of the product.

This method is similar to the in -depth research activities of the focus group interview, which allows you to master the details of the product and position the product, but it cannot effectively verify the concept of the product itself. Why? Please see an example.

I thought of a product idea, and I felt that this product would cause a sensation and change the entire industry. So we made a slide, described this product in detail, and then summoned two focus groups. The host was experienced and made full preparations in advance. The first interview with the focus group was strange and smooth, which was easier than the bread.

Then the interviewees asked: "When can I buy it? Can I tell my friends about this news?" When the host asked them to score the product with numbers (1 to 10), they gave 9 points. This is us The highest scores of all products demonstrated.

After this interview, we immediately organized the second focus group. The host did not change, using the same script and demonstration process. After the demonstration, one person said he didn't like a characteristic and thought it was superfluous. The discussion of the entire group has been staying on this topic, and nothing else is discussed. In the end they scored 3 points for this product.

However, when the host asks them how much this product can improve the efficiency, the lowest in the answer is 10%. We now understand that there is no market for products that only get 3 points and can only increase efficiency by 10%.

However, the focus group interview is really a research method without focus. We have to learn so much information in such a short period of time. This is a huge adventure in itself. Just like this example, we see trees and we do n’t see forests, and we are concerned about forests.

The information feedback from the second focus group is conducive to determining the market positioning of the product, but it cannot be used to evaluate this product. However, even if the first focus group gave a good evaluation, the concept of this product did not have much practical value in the end. If there are 10 people who praise your product concept, you will be very happy, but these people have not found problems found in the second group, so they are actually not helpful.

If the concept of this product is correct, if this product innovation can bring actual utility, the information feedback from the focus group can inspire you, you can then study it later.

Of course, you want to propose this product concept as early as possible and correctly as possible, but if you can increase the efficiency of users by 10%, few people will say, "No, thank you, I will buy it when the product is improved. "

In "Create a Real New Product", Dennis J. Hapteli is an innovative expert with outstanding results. He has successfully created high -profit products with annual sales of over 1 billion US dollars to help many service companies create to create Extraordinary user experience.

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