Product

Why Training Your Customers is a Genius Go-to-market Strategy

Sitting down with each one of your customers to show them the ropes of your product may be more scalable than it sounds.

A deep knowledge of your customer is an essential ingredient in creating a great product. That’s why it can be so valuable to get into a conversation with them, whether by email, chat, phone, or face-to-face.

So, when I added myself to the waiting list for a new email client called Superhuman, I was impressed to discover that I’d get one-on-one training from the founder himself, Rahul Vohra.

’Wow,’ I thought, ’here’s a company that takes customer development seriously.’

Onboarding as a go-to-market strategy

Offering a one-to-one onboarding session is a smart way to engage in high-quality customer dialogue early on. But I assumed that eventually the company would phase out one-on-one training and replace it with an online process, involving videos and blog posts.

When I heard the founder say that the training was here to stay — and that he was hiring an entire team exclusively to onboard new customers — I scratched my head. Do the economics of onboarding…