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Aftermarket Strategy: The Ultimate Guide

It was King C. Gillette’s idea to “give the razors away but charge whatever traffic will bear for the blades.” This became known as the “razors and blades business model.” While capital equipment providers cannot afford to give their systems away,...

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6 Ways to Improve Pricing

Think quick...What would you do to improve gross margins at your company? Did you say, "Reduce costs"? But what if you could raise prices; wouldn't that be the fastest way to improve margins? You'd expect price improvement programs to be as common as cost reduction...

In Defense of the Salesman

It's the Monday morning senior staff meeting/ Bad news. That the big order everyone is counting on still hangs in the balance. The VP of Sales, the only staff member not physically present, is on the speakerphone. "The customer feels anybody's system will work, so the...

New Product Development – 5 Things You Must Know

Ever sit through a two hour product development review and have that queasy feeling that you still don't really know where the program stands? You're not alone. Often new product development reporting is jam packed with design concept explanations sprinkled with...

Can You Do It, How Fast Can You Do It, and Everything Else

Are you the only game in town? The only company that can meet your customers' most advanced requirements? If yes, then count yourself as one of the lucky few. Enjoy it, but don't relax. It doesn't last forever. High technology capital equipment industries mature...

Getting Disruptive Technology Right

Disruptive technology introduction is a complex and expensive undertaking especially for capital equipment suppliers. However if executed well, breakthrough results are possible. To improve your chances of success, follow these rules for getting disruptive technology...

A CEO’s Quiz for Marketing

Staffing, tradeshows, travel, entertainment, advertising, research reports... You're spending a lot. Sales calls, user groups, datasheets, press releases, applications notes, and PowerPoint galore... There's a lot of marketing activity. But is your Marketing working?...