Chapter 4

Does the signer even care about the product?

Người ký có cần nghe về sản phẩm không?

The chapter's question

What can I tell the signer that they will find worth hearing?

Big idea

The person who decides the renewal needs to hear about business results, not features.

In this chapter

  1. Part 4.1

    Asking for Fifteen Minutes

    What reason is enough for the signer to agree to meet?

  2. Part 4.2

    Not Going Around Your Contact

    How do I meet their boss without my contact feeling bypassed?

  3. Part 4.3

    One Page for a Busy Reader

    What does the signer need to see on a single page?

  4. Part 4.4

    A Rhythm With Leadership

    How often should I meet the signer?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Signer and the User is free to read right here.

Read in Conan School

Chapters of The Signer and the User

  1. 1.Who is my customer inside this account, really?
  2. 2.Does the org chart show who is on my side?
  3. 3.Is the account loyal, or just one contact?
  4. 4.Does the signer even care about the product?
  5. 5.Is the loudest critic really the biggest risk?