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Upgrades – A Near Perfect Business
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...
Your Customers Don’t Buy Technology
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...
Voice of the Customer for Capital Equipment Companies
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...
How to Get Off the Sales Support Treadmill
“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...
Embrace the Tension
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...
How to Write an Awesome Positioning Statement
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...
How to Write a Why-Buy Presentation
"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...
Capital Equipment Value Models: Part II
This is the second of a two-part series on capital equipment value models. For part I click here. In last month's post, I explained how the economics of virtually all capital equipment purchasing decisions can be described using a value metric derived from the...
Capital Equipment Value Models: Part I
This is the first of a two-part series on capital equipment value models The economics of virtually all capital equipment purchasing decisions can be described using a value metric derived from the comprehensive value expression for capital equipment. (For a primer on...