How and when to say NO!

We've all heard the old adage "the customer is always right". Well, I disagree. I know that may be controversial and may make some question whether or not Product Managers should talk to customers, but hear me out...

If you're a Product Manager, or work closely with them, you know that much of our time is spent talking to (and about) customers to understand their pains, their needs, their desires. It would seem like a goldmine of information (and it is), but unfiltered, it can degrade your product and frustrate customers. Sales loves when we can accomplish something for a customer that makes them feel more beholden to the company - especially if it's unique to your product.

When a customer explains exactly what they need in product or service, I think that's great - and I take copious notes. But what I really want is 4 key points to understand the pain of NOT having the feature they are requesting.

1. What changed that made this need arise and when did the request/desire come about?
2. How are you accomplishing this function today, without the requested feature?
3. Is it something you can't do, or have to use other tools and services in order to get what you want?
4. Who is impacted when the desired functionality is not accomplished?

Clearly you're going to get a range of different answers here, but what this boils down to is "how painful is to live without this feature?" to understand the impact on this one customers. At this point, you need to some research to see if other customers have the same (or similar issues) and what they are doing about it. Ideally, it's something common, with a similar impact and a similar sounding solution in order for you to record the requirements (and stories, tasks, etc).

The point I want to focus on here is when you correlate the need across other customers or prospects and there doesn't seem to be a market based requirement to deliver a feature in your product - but a customer specific need may still exist.

Ideally, you start with the sales team and tell them why you don't think it would be beneficial to deliver on the request. They need to be able to communicate the business impact of telling this customers "No". At this point, you can work with sales to find the best way to communicate this to the customer(s).

I've found that if you can break the requirements down and find alternatives to at least some part(s) of the process, often times you can ease the pain of telling the customer no.

One of the best things you can do (for yourself and your company) is be honest with the customer. There's a tendency to tell customers "we are gathering information about your request" and letting it fade away over time. If you're really, actively talking to others about it, then this works... if it's just a stalling tactic, you're going to regret it. It bloats your backlog (who needs that!) and makes the customer belief in you and your company falter.

And, while I don't think the customer is always right, I do think the customer always HAS a right, to express their needs and desires about software they purchase and use. It's our jobs to listen

Foster trust, be honest, but mostly, learn from your customers. Learn why they are doing the things they are doing, what other tools and services do they need to do the job and where do your products and services fit in. As the managers of products that are purported to make their lives better, let's work to do just that, tirelessly!