Free Library Catagory: Product Marketing

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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...

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...

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...

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...