We’ve been looking for Product Managers recently to join our team and try to change the world with us… but interviewing potential candidates is such a disappointment sometimes.
Familiarity with the software product business and how that relates to sales channels would be necessary, but the “6 years in the IT sector as project manager and then MBA from abroad” types do not know it either.
So I’m actually going to try and write small tips for the people who are thinking of applying, so that we just save each other the effort.
Lesson 1: Software Features do not matter.
As part of our hiring process we keep asking people a simple question about evangelism, and the wrong answer is to start listing down features.
Do not put the burden on your customer to understand and adapt your product with their situation. Be a better salesman and help the customer connect the dots.
So from Sales 101 you should know that all your product does is convert a person’s NEEDs into a BENEFIT. Those are the two places where you should focus your writing.
So how does this fit into evangelism? You just have to let these people know that (1) you had similar needs and issues from your life and (2) your life was made better by some THING. That THING could be software, a business, a friend, your new pet dog, what have you.
So dont talk about features please. Do not talk about it during interviews as well. Just tell a story about your product that becomes interesting for them.
For a great example of story telling, you should either study (and I mean take notes!) Steve Jobs keynotes, or even look inland and study (and I mean take notes!) the Scrybe videos.
Faizan does a wonderful job of talking but his own pains, and about how he is excited about Scrybe helping him out. This heartfelt enthusiasm is the one major reason that company has seen so much publicity for free.