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“distort reality” in several ways. Here are two...
1) Hire a consultant to select customers to do focus groups. The consultant
can either show and tell, in the company’s offices, via a temporary, passwordprotected
Web site. Or she can do a person-to-person demonstration of the
product’s features and benefits -- she would ask the six questions during these
sessions and then input the data into MYPS! later.
Either way, reality is distorted. You’ll still get solid, useful information, of course.
But do consider whether you have duplicated your true Web-buyer’s situation
sufficiently -- if not, do the results need to be adjusted up or down, and by how
much, to compensate?
Order now -> http://myps.sitesell.com/
Make Your Price Sell!
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2) Send your sales affiliates to the site. For example, SiteSell is wellrepresented
on the Net by thousands of “5 Pillar” affiliates. We can generate a
lot of responses in a hurry by asking them to complete our survey. We use this
technique because it’s fast and it stays confidential until the full product
launch.
Of course, we recognize that the affiliates do not represent our exact target
market. Normally, the affiliates send other people to the site. We deviated from
reality when we directed affiliates to the Make Your Knowledge Sell! prelaunch
site.
Overall, we consider the pricing answers of 5 Pillar affiliates to be only a few
percent higher than the typical customer -- affiliates are slightly less targeted,
but somewhat more enthusiastic. We adjust accordingly.
Let’s summarize...
As much as possible, show and tell your actual prospective customers.
If you have to vary, do it in a way that deviates from reality as little as possible.
And factor that difference into your results.
5.1.3. How to Show & Tell