We Help Capital Equipment Companies Grow and Compete
“We don’t have time to do marketing work because we are overwhelmed with sales support,” the marketing team will tell you. You're inclined to believe them. You can see that the majority of the marketing team’s time is consumed with direct, tactical sales support...read more
By now, you can see that your value-based conversation with customers is going to be very different from what you might be used to. You can already feel the knot developing in your stomach as you begin to imagine how uncomfortable this could get. There's no way you're...read more
Question: What do these claims have in common? World class First rate Industry benchmark Incredible Superior Advanced Answer: They are all empty platitudes. Yet they often find their way into capital equipment marketing messages. When they do, it's a sign that you...read more
"Why should I buy your product?" Ask your sales team, and they'll tell you that they can't be successful without a concise answer to that question. You need a why-buy presentation. The why-buy presentation is the most important part of your capital equipment sales...read more
This is the second of a two-part series on capital equipment value models. For part I click here. In last month's post, I explained how the economics of virtually all capital equipment purchasing decisions can be described using a value metric derived from the...read more
This is the first of a two-part series on capital equipment value models The economics of virtually all capital equipment purchasing decisions can be described using a value metric derived from the comprehensive value expression for capital equipment. (For a primer on...read more
Excerpt from Get Your Price!: Value-Based Strategy for Capital Equipment Companies It’s time to turn the concept of value into some hard numbers. In the preceding chapters, you learned three important value-based strategy principles: Capital equipment value is pure...read more
Their newly designed deposition system was ready to start shipping just as the market was taking off. Customers couldn't get enough of them. In just eighteen months, they sold eighty units at over $4M a pop. Nearly three times more than anyone had forecasted. They...read more
I've been blogging and writing books about how to implement a value-based strategy in capital equipment companies for more than ten years. In my writing, I have strived to give you fat-free, how-to approaches to create and capture customer value. I didn't invent the...read more
Underling, "My customers always ask me about price early in the sales cycle. What should I do?" Seasoned sales guy, "Avoid bringing up price for as long as possible. Make sure that the customer understands all of our advantages first. Keep the conversation focused on...read more
This indispensable guide will show you how to create superior customer value and get paid for it.
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