Free Library Catagory: Product Marketing

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Freakonomics Comes to Capital Equipment

Steven Levitt and Stephen Dubner argue in their book Freakonomics that your real estate agent doesn’t have your best interest at heart. The culprit? The realtor’s incentive structure. Your realtor typically gets paid a flat commission based on the sales price of your...

Fix This Sales Training Problem

“We train them, but it doesn’t seem to do a lot of good. Sales still doesn’t know enough about the product to sell it. So we, the factory experts, have to get directly involved in every sale.” As you might have guessed, that’s the point of view from the factory-expert...

Stop the Platitudes

Question: What do these claims have in common? World-Class First-Rate Industry Benchmark Incredible Superior Advanced Answer: They are all meaningless. They are no better than the adults' "mwa-mwa" in Charlie Brown cartoons. Yet, they often find their way into capital...

Skip this Product Intro Step at Your Peril

What single step is so important that skipping it could put your entire new product introduction in jeopardy? Well... ...It's not the press release. ...It's not the brochure. ...It's not the trade show splash. While these are critical elements to getting the word out...

CapEquip Marketing Campaigns that Stick

Big promotional pushes are the primary engine that consumer-product companies employ to compel customers to buy. As a result, the skills and discipline required to run an effective marketing campaign are usually well honed at these companies. In the capital equipment...

How to Control the Agenda

Have a total-value story to tell, but your customers are fixated on an insignificant detail? Does it feel like you're always defending yourself against your competition's advantages and never get yours considered? If either of these sounds familiar to you, you've lost...

6 Ways to Improve Sales Training Delivery

You know a bad training session when you see one. Nobody's paying attention. The sales team's laptops are open to e-mail or stock listings. Cell phones are going off. The product manager at the front of the room has been there for two hours pointing to slides that...

A Better Way to Train Sales

If you asked a salesperson what they really need for product training what do you think they would say? I'll bet they would not say "We need to know every detail about the product."  Yet, all too often that's just what they get. At a typical training session product...

Why Demo’s Fail to Produce Orders

Let's face it. Capital equipment demonstrations are really risky and truth be told, you'd really rather avoid them if you could. A lot can go wrong. The equipment could have an unexpected failure, the demonstration could expose a product weakness, or a member of the...