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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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Book Excerpt: The Value Metric

Excerpt from Get Your Price!: Value-Based Strategy for Capital Equipment Companies It’s time to turn the concept of value into some hard numbers. In the preceding chapters, you learned three important value-based strategy principles: Capital equipment value is pure...

How a Value-Based Strategy Saved a Company

Their newly designed deposition system was ready to start shipping just as the market was taking off. Customers couldn't get enough of them. In just eighteen months, they sold eighty units at over $4M a pop. Nearly three times more than anyone had forecasted. They...

My Favorite Value Strategy Books

I've been blogging and writing books about how to implement a value-based strategy in capital equipment companies for more than ten years.  In my writing, I have strived to give you fat-free, how-to approaches to create and capture customer value. I didn't invent the...

Are You Making this Value-Selling Mistake?

Underling, "My customers always ask me about price early in the sales cycle. What should I do?" Seasoned sales guy, "Avoid bringing up price for as long as possible. Make sure that the customer understands all of our advantages first.  Keep the conversation focused on...

Why You Can’t Get VOC Meetings and What to Do

What's your most frequent response to an Amazon product feedback request in your inbox? You delete it. What about when your phone's flashing the caller ID of the dealership where you just purchased your car? You let it go to voicemail. What about the customer survey...

This Counter-Intuitive Move Helps You Get Value-Based Prices

Do you sometimes feel like you lost, even though you won? The plot usually goes something like this. Your machine is the perfect solution for your customer. The process guys have confirmed that it meets their needs. The operators and maintenance technicians have given...

Book Excerpt: 7 Signs Your Value-Based Strategy Isn’t Working

Excerpt from Get Your Price!: Value-Based Strategy for Capital Equipment Companies If your company can’t define, create, market, and sell value, you’ll know it. Failure to implement a value-based strategy will show up on the bookends of your income statement. You’ll...

Book Excerpt: Capital Equipment Companies Have It Easy

Excerpt from Get Your Price!: Value-Based Strategy for Capital Equipment Companies The idea that capital equipment makers have it easy can be hard to swallow. After all, capital equipment companies are subjected to Vertigo-inducing market cycles, Constantly changing...

Book Excerpt: When and How to Bring up Price

Excerpt from Get Your Price!: Value-Based Strategy for Capital Equipment Companies You’re pursuing a value-based strategy in part to achieve higher prices. At the same time, you know that mishandling a conversation about your equipment’s price can have serious...