Selling Neutral and Negative Value: Product Leadership Challenges in a Regulatory Environment
We make a number of business decisions based, in part, on regulations. Regulatory frameworks that protect workers and citizens of British Columbia are often considered as bills to be paid, even if they contribute to all of our safety. Technical Safety BC is an independent, self-funded organization mandated to oversee the safe installation and operation of technical systems and equipment, such as electrical systems, boilers and elevators. Funding for the organization comes from permits pulled to perform work or to operate the installed equipment, but there is far from complete participation in this area.
In this session, we will cover the tactics used to build a value proposition for permits for these technologies. We will also cover specific situations where there is a negative value to the client, and discuss how the organization can leverage other means to convince a potential client to participate.
Join Adam McKechnie, Product Leader from Technical Safety BC to explore this unique market, and to build an understanding of selling when a potential client may have little to no incentive to buy.