Free Library Catagory: Product Marketing

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Which Comes First – Market Share or Gross Margin?

I don’t think there’s a capital equipment sales or marketing professional that hasn’t argued, “We need to discount to break into this account, and once we’re in, the gross margin will go up.” This is usually rebuffed by the general managers and finance people who...

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 classFirst rateIndustry benchmarkIncredibleSuperiorAdvanced 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 really...

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...

How to Sell The Problem Product

Bookings review meetings have been jammed with stories of how you're getting slaughtered by the competition.  You're pushing sales to get back in there and fight, but you know in your heart that the product's got problems.  For whatever reason, you've failed to define...

Product’s got Problems; Sales is on the Warpath

Normally, you’d be looking forward to next week’s sales training event. It’s a great opportunity to mix it up with the sales team, share the latest product news, and enjoy the minor celebrity that comes with being captain of your product line. Not this time though....

Is a Standard Sales Process For Equipment Makers a Crazy Idea?

“Every customer is different…” “It’s not like we have thousands of customers…” “It’s easier to deal with sales support on an as-needed basis…” …Or so the rationale goes for not developing a standard sales kit and a process for using it. It is true that the custom...

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. ...