My last blog post, about positioning, was titled Stand for Something. This blog is about a potentially effective way to position your product or service that you might not have thought about. A former client of mine was struggling with how to position their flagship product, a multi-hundred thousand-dollar system used in memory manufacturing. For […]Read More
A Uniquely Effective Positioning Tactic You May Not Have Considered
Stand for Something!
What comes to mind when you hear the word “branding”? A logo? A color? A catchphrase? What should come to mind is a specific, unique position—something the product or service represents, or stands for. Branding is the single best way to eliminate competition because, when it’s done well, you become a category of one. (There […]Read More
The Medium Is Not the Message
Marshall McLuhan coined the term “the medium is the message” in his 1964 book, Understanding Media: The Extensions of Man. While McLuhan was being somewhat tongue-in-cheek, too many high-tech marketers seem to have taken his statement as gospel. There is a widespread focus on how many Tweets, Facebook posts, LinkedIn messages, and so forth are […]Read More
Selling High Tech
Most sales training courses focus on two things: Finding the Customer’s Problems Providing a Solution to those Problems That approach is fine when customers have problems. But what about the customers who don’t have problems? This group—and it is a vast one—doesn’t feel any need to meet with, or educate, your salespeople. They are not […]Read More
How to Become an Employer of Choice
Talented high-tech salespeople are, quite literally, worth their weight in gold. However, you will not be able to hire the best and brightest if you are not already considered a top employer by the people you’re looking to attract. After all, they have their pick of employers—so why should they pick you? It’s a question […]Read More
What To Do About Requests for Most-Favored Customer Clauses?
More and more customer purchase agreements include Most-Favored Customer (MFC) clauses. The customer’s goal here is to ensure that they get the very best price—as low as, or lower than, you offer to any other customer under any circumstances. These MFC clauses are typically accompanied by additional clauses that give the customer the right to […]Read More
The Value of Versioning
Customers like having choices. That’s why manufacturers of cars, computers, phones, and just about everything else offer multiple versions of products, at different prices, with different levels of value. This works because not all customers perceive value the same way, nor are they willing to pay the same price. There are three basic kinds of […]Read More
A Formula for Value-Based Pricing
I define value as the amount of money a customer earns or saves by buying your product vs. buying your competitor’s product, or continuing with the status quo. To price on the basis of value, first calculate the total amount of money a customer will earn or save over one or two years—think logically but […]Read More
Who’s in charge of your pricing? You are!
Contrary to popular belief, the market does not set the price when it comes to highly differentiated, high-technology capital equipment. And a handful of professional buyers does not constitute a “market” in any event—especially when those buyers are trained to mislead and even lie to you. Despite what these buyers tell you, your products are […]Read More