Free Library Catagory: Product Marketing

Browse Product Marketing Resources

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. ...

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...