Chapter 13. All Customers Are Not Created Equal
Customer development and Lean Startup techniques have been so loudly touted by, well, startups that many people in non-startup or non-technology companies think these tools donât apply to them.
âThe rules are different when youâre talking to large enterprise customers,â they say. âThis doesnât work when youâre dealing with customers who are already using your products and have certain expectations,â they say.
Yes and no. Yes, the techniques I write about will work on your customers. No, you canât blindly apply them in the same way to all types of customers.
While Iâve worked in technology startups throughout my career, Iâve actually spent much of that time working with large, traditional, non-technology corporations. Iâve launched a few new products to new audiencesâbut Iâve also managed product redesigns and new features while working with outspoken and change-fearing existing customers.
There are some pretty big differences between these segments: consumers, non-technology SMBs, technology startups, large enterprise customers, and existing customers.
Part I
Iâll talk about the first three customer segments first.
Consumers
âCold contactâ methods are much less effective. Consumers tend to be more suspicious that youâre trying to sell them something or scam them; they can also be fearful that a cold email means their privacy has been violated somehow.
More likely to be polite than honest. Talking ...
Get Managing Startups: Best Blog Posts now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.