Free Library Catagory: Product Marketing

Browse Product Marketing Resources

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...

This Counter-Intuitive Move Helps You Get Value-Based Prices

Do you sometimes feel like you lost, even though you won? The plot usually goes something like this. Your machine is the perfect solution for your customer. The process guys have confirmed that it meets their needs. The operators and maintenance technicians have given...

Pricing Matters: This Tool Ensures Yours is Value-Based

When your product manager tells you the price you that should expect for your new product, how do you know if it’s a value-based price? What about when an account manager asks for pricing approval to close an important deal? Is the price he’s showing you a value-based...

Finally Value-Based Pricing Defined in Practical Terms

The term "Value-Based Pricing" gets tossed around all the time. It suggests better pricing. It suggests pricing that reflects the value that you provide your customers. But what exactly is it? Wikipedia defines it this way: Value-based pricing (also value optimized...

4 Things You Need to Know about Marketing Value

You've done the hard part. You've got value defined in the eyes of the customer. You've created a product that creates more value than alternatives in the market. It’s time to generate demand and prepare to secure orders at value-based pricing. Here are the 4 things...

Value is Relative; Define the Competition

It’s time to show your cards.  You’ve got your equipment proposal ready to show the buyer.  You’re prepared to defend the $3M price circled on the second page.  You’ve role-played the scenario several times with the guys back at the office. You’re ready for anything...

You Probably Didn’t Lose on Price

Marketing manager: “I’m really upset!” Underling: “Why?” Marketing Manager: “We just lost a $750K order to BadCo over a measly $35K difference in price.” Underling: “Why couldn't we just match their price?” Marketing Manager: “We have a cool feature that enables...

Rate Your Value Selling Capability

“We need to sell value!” is the refrain from your management. They know that your customers are either saving or making a lot of money as a result of buying your products.  Those savings or gains are the value that your product provides. Your management simply...

Is Your Pricing Inside-Out?

The new product’s done! It’s been a long slog. Finally it’s time to start selling it.  You just need to insert one last piece of the puzzle, the price. The boss has given you the gross margin targets. The finance guys have tallied the cost to manufacture. “This...