We Help Capital Equipment Companies Grow and Compete
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...read more
Chief executive officer, president, chief operating officer, and general manager are the job titles that you most often associate with the term “executive” in a company. They’re the guys accountable for profit and loss in their companies. They coordinate engineering,...read more
Market strategy is the foundation upon which you will build your product strategy. You must segment your overall market, select the most attractive segments, and then clearly define your target buyers. In Market Strategy Part I, you learned how to segment your...read more
Your market strategy defines the target for your product strategy. If you don’t have a target, then you don’t know where to aim. If you don’t know where to aim, you can expect a lot of misses. Misses like Losing to a more focused competitor, Failure to achieve growth...read more
CEO’s, presidents, general managers, have a distinct advantage over product managers. The organizations that they lead report to them. As a product manager, you have no such luxury. Your product team is made up of your functional peers. None of them report to you. ...read more
“Don’t expect what you don’t inspect.” It’s human nature to put something off until someone asks for it. That “ask” creates a deadline for results and signals that someone is interested and watching. The same principle applies to managing product-line performance. You...read more
In his 1962 book, The Success System That Never Fails, W. Clement Stone wrote, “Don’t expect what you don’t inspect.” It’s still true today. It’s human nature to put something off until someone asks for it. That “ask” creates a deadline for results and signals that...read more
While it takes a team to design, build, test, and market capital equipment, there is one person that is crucial to producing a winning product. It’s the product manager. Product managers are the individuals responsible for the commercial success of a given product or...read more
Of the items listed below, which do you think is the best indicator of a successful capital equipment company? The best sales team The best manufacturing capability The best customer service The best product Without a doubt, it’s the last one. Great sales,...read more
Customer intimacy requires that you blur the lines between you and your customers. It requires that you share your strategy with your customers, become part of their community, and develop enduring collaborations. It requires that you become so well known to each...read more
This indispensable guide will show you how to create superior customer value and get paid for it.
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