How can you sell your product vision to an employer or investor?

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As a product manager, you have a vision of how your product can solve a problem, create value, and delight users. But how do you communicate that vision to an employer or investor who might not share your perspective or understand your domain? In this article, you will learn some tips and techniques to sell your product vision effectively and convincingly.

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Shaswat Jena

Product @ Appreciate | Startup ?? Product & Tech Enthusiast ??????

1 Know your audience

The first step to selling your product vision is to know who you are talking to and what they care about. Different audiences have different goals, expectations, and concerns, and you need to tailor your message accordingly. For example, an employer might want to see how your product vision aligns with the company's strategy, culture, and values, while an investor might want to see how your product vision can generate revenue, growth, and competitive advantage. Research your audience's background, interests, and pain points, and use them to craft a compelling story that resonates with them.

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Shaswat Jena

Product @ Appreciate | Startup ?? Product & Tech Enthusiast ??????
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While pitching a product idea within the org it is recommended to back your idea using data from your product Analytics. The document you prepare to communicate the vision should mention goals and metrics that helps stakeholders in the chain to better relate and objectively arrive at a conclusion. TLDR; Use data, think about how your idea will translate through the multiple stakeholders in the chain and reach the decision makers. Having clear metrics and goals helps communicate effectively.

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Chris Banks

1,074,561 Email Subscribers | Empowering Storytellers | CEO @ ProWritingAid, the Storyteller's Toolkit
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Selling your product vision starts with thorough research into your audience. Understand their goals, motivations, concerns, and success metrics. This allows you to craft a narrative that resonates by using relatable language and examples that appeal directly to their needs. Connect the dots to show how your vision aligns with their specific desires. Customize supporting materials to only what matters to them. For a VC, focus on evidencing market viability and revenue potential. The more tailored the story, the more compelling it will be. Never use a generic, one-size-fits-all pitch.

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2 Use the right tools

The second step to selling your product vision is to use the right tools to illustrate and demonstrate your idea. Depending on the stage and context of your product, you might use different tools such as sketches, wireframes, mockups, prototypes, demos, or videos. The key is to choose the tool that best showcases your product's value proposition, features, and benefits, while also being clear, concise, and engaging. Avoid using too many slides, jargon, or details that might confuse or bore your audience. Instead, focus on the problem, solution, and impact of your product, and how it differs from the alternatives.

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Chris Banks

1,074,561 Email Subscribers | Empowering Storytellers | CEO @ ProWritingAid, the Storyteller's Toolkit
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Storytelling is often the most powerful tool for selling a product vision. Tell a compelling story that makes your audience arrive at your idea themselves. Set up the narrative by explaining the problem that needs solving. Use relatable examples and analogies to make the benefits tangible. Share case studies of similar products succeeding to show viability. Pose hypotheticals and questions that lead them down the right path. Guide your audience to connect the dots so your idea feels like their aha moment, not yours imposed on them. Now they are invested and want to see this vision become reality.

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3 Show your passion

The third step to selling your product vision is to show your passion and enthusiasm for your product. Your audience will be more likely to buy into your vision if they see that you are genuinely excited and confident about it. Use positive and energetic language, gestures, and tone to convey your emotions and convey a sense of urgency and opportunity. Don't be afraid to share your personal stories, insights, and learnings that inspired your product vision, and how they relate to your audience's needs and goals. Remember, people don't buy products, they buy stories.

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Shaswat Jena

Product @ Appreciate | Startup ?? Product & Tech Enthusiast ??????
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Focus on the “why” it should convey why it’s critical or must have for your users or customers and great if you can share why it’s close to you. Why is that you want to solve or are solving the problem. I remember the sentiments changing drastically towards the product when I shared why I was building products for the visually impaired back in the days. Personal stories and real user experiences always trump all those fancy projections we show.

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4 Invite feedback

The fourth step to selling your product vision is to invite feedback and questions from your audience. Feedback is a valuable source of information and validation that can help you improve your product and refine your vision. By asking for feedback, you show that you are open-minded, collaborative, and customer-centric, and that you value your audience's opinions and perspectives. Listen actively and respectfully to their feedback, acknowledge their points, and address their concerns. Use feedback as an opportunity to clarify, elaborate, or pivot your product vision, and to build rapport and trust with your audience.

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5 Follow up

The fifth step to selling your product vision is to follow up with your audience after your presentation or pitch. Follow up is a crucial step that can make or break your chances of getting hired or funded. It shows that you are professional, persistent, and interested in moving forward with your product. Send a thank-you note or email to your audience, summarizing the key points of your product vision, highlighting the benefits and value for them, and expressing your appreciation and enthusiasm. Include any relevant attachments, links, or references that can support your product vision, and ask for the next steps or actions. Keep in touch until you get a response or decision, and be ready to answer any questions or provide any updates.

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Shaswat Jena

Product @ Appreciate | Startup ?? Product & Tech Enthusiast ??????
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Being persistent with your efforts always pays. So be genuine and creative while following up, share progress, findings, relevant market trends, regulation changes etc that has happened in the meantime which has the potential to influence your product idea. All these convey that you are passionate and invested in what you are pitching.

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6 Learn and improve

The sixth and final step to selling your product vision is to learn and improve from your experience. Whether you succeed or fail in selling your product vision, there is always something you can learn and apply to your next opportunity. Reflect on your strengths and weaknesses, what worked and what didn't, and what feedback you received. Identify the areas where you can improve your product, your vision, or your presentation skills, and seek out resources, mentors, or peers who can help you. Keep practicing and iterating your product vision until you master the art of selling it.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you sell your product vision to an employer or investor?

1

2

3

4

5

6

7

1 Know your audience

2 Use the right tools

3 Show your passion

4 Invite feedback

5 Follow up

6 Learn and improve

7 Here’s what else to consider

Product Management

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How can you sell your product vision to an employer or investor?

1

2

3

4

5

6

7

1 Know your audience

2 Use the right tools

3 Show your passion

4 Invite feedback

5 Follow up

6 Learn and improve

7 Here’s what else to consider

Product Management

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