Free Library Catagory: Product Marketing

Browse Product Marketing Resources

What’s Wrong with Factory Based Selling?

Many capital equipment companies default to the "factory based" selling model where the mission of the field sales force is to simply secure meetings for the factory product expert. This selling model fundamentally limits the quality of your customer relationships and...

How to Define Your Product Position

Your success in a market depends on how much better you establish your product position versus your competitors. This would be easy if all you had to do was figure out how to communicate your product's key features and benefits, coin a clever slogan, and buy...

Failure to Launch: 5 Things That Can Go Wrong

Does your company tend focus all of their product launch energy on the product announcement and first trade show? And then, do they wonder why a year later sales objectives were missed, costs are too high, and early customers are now unhappy? Capital equipment...

The CapEquip Marketing Mix

Even the best conceived capital equipment products won't sell themselves.  The capital equipment supplier has to develop and deploy a mix of marketing tools and activities that generate demand. Selecting the best mix of marketing tools and activities to create demand...

In Defense of the Salesman

It's the Monday morning senior staff meeting/ Bad news. That the big order everyone is counting on still hangs in the balance. The VP of Sales, the only staff member not physically present, is on the speakerphone. "The customer feels anybody's system will work, so the...