[Hidden-tech] Marketing thoughts

[Charles Wilber]

Hi, folks. I have received many replies to my request for advice on
assisting one of our clients with their marketing efforts. I started to
answer each response individually but there have been so many that I will
not be able to contact each respondent one at a time. However, I would like
to thank all who answered my inquiry for their helpful responses and
valuable suggestions. I have you to our corporate resource list and will be
reviewing all replies again and contacting individuals as appropriate.

Thank you sall again for your prompt and most helpful replies.

Regards,
Charlie Wilber
Manresa Information Systems

On Thu, Apr 24, 2008 at 11:35 AM, Sheldon Snodgrass <sheldon at steadysales.com>
wrote:

>  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
>
-------------- next part --------------
An HTML attachment was scrubbed...
URL: http://lists.hidden-tech.net/pipermail/hidden-discuss/attachments/20080424/13304106/attachment-0006.html