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What’s Wrong with Factory Based Selling?

Many capital equipment companies default to the "factory based" selling model where the mission of the field sales force is to simply secure meetings for the factory product expert. This selling model fundamentally limits the quality of your customer relationships and...

How to Define Your Product Position

Your success in a market depends on how much better you establish your product position versus your competitors. This would be easy if all you had to do was figure out how to communicate your product's key features and benefits, coin a clever slogan, and buy...

What’s a Strategic Issue Anyway?

Every business has pressing issues, but which ones are actually strategic? Are falling sales a strategic issue? What about rising material costs? Or a new competitor? Knowing how to distinguish between strategic and tactical issues is critical to any strategy...

Failure to Launch: 5 Things That Can Go Wrong

Does your company tend focus all of their product launch energy on the product announcement and first trade show? And then, do they wonder why a year later sales objectives were missed, costs are too high, and early customers are now unhappy? Capital equipment...

The CapEquip Marketing Mix

Even the best conceived capital equipment products won't sell themselves.  The capital equipment supplier has to develop and deploy a mix of marketing tools and activities that generate demand. Selecting the best mix of marketing tools and activities to create demand...

CapEquip: Why It’s so Hard and What to Do

It doesn't matter how skilled your sales team is or how efficient your operation runs; you're just not going to climb to the top without winning products. But creating successful products is not easy, especially for high-tech capital equipment companies. Why It's so...

Harvesting the Break-Fix Annuity

High-tech capital equipment requires care and feeding to keep running.  When it breaks down, it requires fixing.  This cycle of breaking and fixing is what creates the break-fix annuity for equipment suppliers. It's not unusual for capital equipment companies to...

What to Do in a Downturn

Capital equipment markets are subject to regular, often violent business cycles. Why this happens is a topic for another day, but there are some key things you can do to make sure your company effectively manages the inevitable downturn. Don't Lose Focus In a...

Less is More

Most companies have mission statement that starts off something like; "...To be the leading supplier of product type X  to market Y...." Some achieve it, some don't. Those that do usually have a very clearly defined target market. They understand its needs better than...