The Secret to Selling Solutions, Not Just Product Features with Johnny Cheng

<p><strong>Johnny Cheng</strong> is the Senior Director of Pricing and Packaging at ClickUp. He was the Senior Director of Pricing and Packaging at Coupa Software, and has years of experience in Product Marketing through various companies.</p> <p>In this episode, Johnny shares his knowledge and experience on product marketing and product management as he educates us on the benefits of solution pricing, especially as to how a lens test helps on creating packages.</p> <p> </p> <p><strong>Why you have to checkout today’s podcast:</strong></p> <ul> <li>Find out what crucial perspective companies miss when pricing sits in finance</li> <li>Learn about the benefits of having solution pricing, as well as to how you can sell value instead of features</li> <li>Discover a packaging system that incredibly works, both for the customers and the company</li> </ul> <p> </p> <p><strong>“Go do the lens test. Even if your packaging is already set, I would go back and do that exercise. I feel like if you do it across different teams, you'll be very surprised at what you see.” </strong></p> <p><em>– Johnny Cheng</em></p> <p> </p> <p><strong>Topics Covered:</strong></p> <p>01:05 – How Johnny got into pricing</p> <p>01:50 – Comparing the role of product management with product marketing</p> <p>05:46 – Does pricing ever exist without packaging or are the two just so tightly connected?</p> <p>08:33 – Johnny as a strong believer of having solution pricing</p> <p>12:18 – Johnny vs. Mark on good, better, best</p> <p>15:16 – The system Johnny uses to decide which features goes in which package</p> <p>20:58 – Tips and tools that can help you sell value instead of features</p> <p>26:56 – Salespeople discounting too much because they don’t sell the value of the product</p> <p>28:47 – Johnny’s pricing advice</p> <p>30:05 – Connect with Johnny</p> <p> </p> <p><strong>Key Takeaways:</strong></p> <p>“I'm seeing more and more in product marketing just exactly to your point. It's more customer driven, it's more go-to market driven, it's more value dr