Free Capital Equipment Product Management Articles

Secrets to Successful Demo’s

Your prospect has sat through all your presentations. He’s called all your references. He’s convinced. “We are ready to buy,” he says. “Just one more thing. We’d like to witness a live demonstration of your equipment as a final confirmation of your competitive...

How to Build Your Sales Kit

The custom nature of each capital equipment sales situation makes the notion of a standard sales kit seem like a fantasy. Each prospect has his or her special requirements and views the issues differently. A traditional, fully scripted “sales-pitch pack” will most...

What is Product Marketing?

Product marketing is one of product management’s primary functions along with market intimacy development, product strategy, and product lifecycle management. See the figure below. Product marketing as one of the primary product management functions But what is...

Secrets to Successful Cost Reduction

Within moments of giving birth to your new product, you were told by senior management to begin reducing its cost. So, your team shifts into a cost-reduction mode and begins sorting the product’s sub-assemblies by their material cost, attacking those at the top of the...

How Effective is Your Platform Strategy?

Have you ever noticed that some capital equipment companies seem to be able to develop and deploy new products faster than others? Have you noticed that those same companies also tend to produce a steady stream of very profitable upgrades for their installed base?...

Which Comes First – Market Share or Gross Margin?

I don’t think there’s a capital equipment sales or marketing professional that hasn’t argued, “We need to discount to break into this account, and once we’re in, the gross margin will go up.” This is usually rebuffed by the general managers and finance people who...