What to do when a potential customer asks for a feature you don't have...

Interesting to hear @r00k struggling with a super common sales problem on the (amazing) Art of Product podcast yesterday…

👉 What to do when a potential customer asks for feature X (which you don’t have).

Here’s how to handle it ...👇

Step 1: When they ask if you have feature X, ask why they’re asking. A lot (most) of the time, they don’t really need it at all.

Step 2: If they do need feature X, ask if it’s a deal breaker. Do they need it now?

Step 3: Do other potential customers need feature X too?

• Is it something you’re going to have to build sometime soon anyway?

• Is it something you can build now?

• How long will it take?

• Understand the implications of committing to it.

Step 4: If the work/reward for building feature X seems worth it, close the deal with the customer before you start building it.

Get them to commit.

Sometimes you can use building this feature as leverage to charge more (eg add it as an ‘enterprise’ feature) or get that customer as a testimonial/case study.

Step 5: Use this new feature as a reason to reach out again to (similar) potential customers who already passed on your product. Ideally include the case study or testimonial.