By Marty Cagan · svpg.com · LinkedIn
Cagan argues that the traditional role of the salesperson is shrinking as customers now research, trial, and buy products online before ever talking to a rep. He identifies the main barriers that kept people buying offline, including fear of online payment, desire for immediate gratification, need to touch products, worry about returns, and poor customer service, and shows how leading companies are addressing each. He also notes that the overall customer experience is becoming a key differentiator. The piece matters to product people because it suggests products should win on their own merits and fit rather than depend on persuasive sales.
01Key takeaways
- Design the product to be researchable, trialable, and purchasable without a salesperson.
- Identify the specific fears blocking purchase, such as payment trust, wait time, or inability to try the product, and remove them.
- Make returns easy, since a low-friction return policy can reduce purchase anxiety and become a competitive advantage.
- Treat customer service as a loyalty driver, not a cost center, especially online where bad service compounds bad products.
- Decide deliberately which customer experience you want to convey, because experience can be the product itself.
02Key sections
- Shifting buyer behavior
- Customers now educate themselves through websites, reviews, and forums, and expect online trials and self-service tools. Human salespeople persist mainly for relationship-heavy purchases.
- Barriers to buying online
- Fear of payment security, need for immediate gratification, and the urge to touch products are the main reasons people still buy offline. Each has been reduced by better trust systems, faster delivery, and visualization tools.
- Returns and customer service
- Easy returns act as a competitive differentiator, and competent service builds loyalty that online retailers often lack. Companies like Zappos and REI show how these can define the brand.
- The total customer experience
- Price-focused retailers can win on savings, but experience-focused brands win by deliberately shaping how buying feels. Even big purchases like cars and homes are increasingly supported by online research and pricing tools.
- The future of buying
- Cagan expects remaining barriers to keep falling, so purchases will be driven more by product capability and fit than by salesperson influence.
03From the post
“A partnership dedicated to teaching best practices to product teams and product leaders”
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.