[Hidden-tech] Marketing thoughts

[Sheldon Snodgrass]

Hi Charles,

 

Without the benefit of a diagnostic interview to discover what is and is not
in place at this mystery tech company, it's darn near impossible to
prescribe anything.  For example: Who are the ideal buyers, (MARKET)? Why
should they buy it, (MESSAGE)? What's the "best and fastest" way to reach
them, (MEDIA)?   Ideas are easy.  The hard part is picking one or two, maybe
three, and executing.

 

Despite knowing nothing about your client, as a sales coach, I can offer two
observations:

 

First, unless this is a commodity (or commoditize-able), item the desire for
"wide spread exposure" is the opposite of what's needed to move "as quickly
as possible".  A tight focus on a narrow market niche is the better way to
"move quickly."

 

Second, the fastest way to any sale is by direct contact with a decision
maker.  Generally, the more expensive or complex the product is, the higher
up the chain of command must you go, and the longer will it take.  "BLOGS
and websites" as you say are good mechanisms for "exposure", as are many
other MARCOM initiatives such as PR, advertising and direct mail, but
exposure doesn't close a sale,  trust does.  And trust takes time. The best
way to speed the process is by direct connection and thoughtful follow up.

 

"Exposure" may help grease the skids, it may drive inquiries.  Indeed
exposure to the right eyeballs with the right massage is crucial. But in my
experience the fastest way to a sale isn't to wait for people to contact
you, but rather to reach out to them.  This is sales.

 

One more thing: an emphasis on speed often hamstrings thoughtful decision
making.  Covey said it best: "One hour of planning is worth ten in
execution."

 

That's my two cents.  Feel free to contact me off-list if you'd like to bat
this around a bit more.  Good luck.

 

 

J. Sheldon Snodgrass, MBA

http://www.steadysales.com

More Sales. More Money. Less Worry

 

 

 

From: hidden-discuss-bounces at lists.hidden-tech.net
[mailto:hidden-discuss-bounces at lists.hidden-tech.net] On Behalf Of Charles
Wilber
Sent: Friday, April 18, 2008 1:18 PM
To: Hidden-Tech Tech
Subject: [Hidden-tech] Marketing thoughts

 

Hi, folks. My company has enjoyed a mutually beneficial relationship with a
tech company that has produced three or four highly innovative and useful
new products over the past ten years. We have supported them with
programming and consulting services. They have returned the favor by
designing and building prototypes for us.

This company is presently sitting on three or four very attractive new
products. One is a very effective and revolutionary medical device system.
Another is a product that would appear to have great universal appeal and
applications. Unfortunately, this company has not been well served by their
marketing director (who is no longer with them) and has been slow in getting
these products into circulation. They have come to us for any advice we
might be able to offer in getting these products some widespread exposure as
quickly as possible. Patenting, FDA certification and approval and those
kinds of things have already been taken care of. However, the products
remain dormant and other companies are already beginning to float
"knockoffs" out into the market.

While marketing is not one of our usual services, we would still like to
help. Obvious things like web sites, blogs and so on come to mind, I wonder
what suggestions the group might have for us in assisting this company to
get some exposure and get their (pretty amazing) new products to market. We
would appreciate any suggestions you have to offer. Thanks!

Regards,
Charlie Wilber
Manresa Information Systems

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