Your Customers Don’t Buy Technology
Maybe you’re one of the lucky ones. Your target market overwhelmingly chooses you over the competition because of your clear technical advantage. Maybe you’re not so lucky. Your target market overwhelmingly chooses the competition, despite your clear...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...How to Write an Awesome Positioning Statement
Question: What do these claims have in common? World class First rate Industry benchmark Incredible Superior Advanced 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...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 Value Models: Part II
This is the second of a two-part series on capital equipment value models. For part I click here. In last month’s post, I explained how the economics of virtually all capital equipment purchasing decisions can be described using a value metric derived from the...Amazon Bestseller
This indispensable guide will show you how to create superior customer value and get paid for it.
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