Free Library Catagory: Product Marketing

Browse Product Marketing Resources

How to Build Your Sales Kit

The custom nature of each capital equipment sales situation makes the notion of a standard sales kit seem like a fantasy. Each prospect has his or her special requirements and views the issues differently. A traditional, fully scripted “sales-pitch pack” will most...

How to Define Your Value Proposition

Capital equipment buyers buy for one reason and one reason only. It is to improve their organization’s profit. They expect their equipment purchase to either increase revenue, decrease cost, or some combination of the two. For capital equipment buyers, value is pure...

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...

What is Product Marketing?

Product marketing is one of product management’s primary functions along with market intimacy development, product strategy, and product lifecycle management. See the figure below. Product marketing as one of the primary product management functions But what is...

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...

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 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....