We Help Capital Equipment Companies Grow and Compete
Want to know a not-so-obvious attribute that will determine if you’re going to be a great product manager or merely a good one? It’s not your product expertise, your gift for anticipating market inflections, your talent for telling a great story in PowerPoint(R), or...read more
I had just completed a one-hour seminar titled “Why You Need a Value-Based Strategy.” My talk covered a broad range of value-strategy concepts. Now it was time for my favorite part, the questions and answers session. Hands shot up. I pointed to a gentleman in the...read more
Value-based strategy affects everything that you do to define, create, market, and sell products. Pricing, sales training, market requirements, market segmentation, competitive positioning, roadmap development, value-based strategy affects them all. But do you know...read more
Different from the break-fix service business in which customers are paying you to keep the systems running per their original specifications, the upgrades business is one in which they pay you to make the systems they own do more than they were originally capable of...read more
Maybe you're one of the lucky ones. Your target market overwhelmingly chooses you over the competition because of your clear technical advantage. Maybe you're not so lucky. Your target market overwhelmingly chooses the competition, despite your clear technical...read more
Your new product meets specifications. It was released on time, and it came in under budget. That’s all good news, but will anyone buy it. A well-run development program isn’t enough to ensure a market winner. You have to commit yourself every step of the way to...read more
“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 indispensable guide will show you how to create superior customer value and get paid for it.
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