Free Capital Equipment Product Management Articles
Value Selling: The Tail Can’t Wag the Dog
You’re frustrated. Prices are eroding. It seems that your sales people are routinely outmatched by your customers and competitors. You wouldn’t be the first CEO, General or Product Manager whose first reaction to a low margin or lost deal is: “We can’t sell value!”...
You Probably Didn’t Lose on Price
Marketing manager: “I’m really upset!” Underling: “Why?” Marketing Manager: “We just lost a $750K order to BadCo over a measly $35K difference in price.” Underling: “Why couldn't we just match their price?” Marketing Manager: “We have a cool feature that enables...
Have You Outgrown Product Strategy?
Up until now, your CEO and her direct reports have been very involved in detailed product planning. The process for defining products and outwitting competitors was robust and driven right from the top. The strategic question on C-level management’s mind was always...
Why You Can’t Sell Value
You’re the go-to guy for specification responses, the most-wanted for customer meetings, and one-stop-shopping for product development status. There’s nothing about the product that you don’t know. Specifications, configurations, history, installed base, cost,...
Lessons From the Ultimate Marketing Campaign
Electing a president in the United States funds the nation’s best marketing minds with two billion dollars to win single sale. It’s the ultimate marketing campaign. For marketing pro’s who practice their craft with somewhat smaller budgets, it is exciting to watch. ...
How to Prevent a Deadly Inflection
You’ve developed the products and the ability to serve your customers well. You’ve got the competition sorted out too. You know where they are strong, where they are weak, and what to do about it. Your reward has been a growing profitable business that has attracted...