Free Library Catagory: Product Marketing

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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 you're...

How to Write an Awesome Positioning Statement

Question: What do these claims have in common? World classFirst rateIndustry benchmarkIncredibleSuperiorAdvanced 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 you really...

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 sales...

Are You Making this Value-Selling Mistake?

Underling, "My customers always ask me about price early in the sales cycle. What should I do?" Seasoned sales guy, "Avoid bringing up price for as long as possible. Make sure that the customer understands all of our advantages first.  Keep the conversation focused on...

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...

How to Sell The Problem Product

Bookings review meetings have been jammed with stories of how you're getting slaughtered by the competition.  You're pushing sales to get back in there and fight, but you know in your heart that the product's got problems.  For whatever reason, you've failed to define...

Product’s got Problems; Sales is on the Warpath

Normally, you’d be looking forward to next week’s sales training event. It’s a great opportunity to mix it up with the sales team, share the latest product news, and enjoy the minor celebrity that comes with being captain of your product line. Not this time though....

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...

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...