MARKETING AND SELLING TECHNOLOGY

DIFFERENCE BETWEEN MARKETING AND SELLING

Marketing – We identify the target customer(s) and ask: “What do you need”

Selling – We have a valuable product that will fill the customer’s need, so we ask: “Do you want to buy it?”

In marketing and selling, the trick to being successful is to know the difference between a neat innovation and a great product.

We need a marketing to turn the service or device into a product having a personality. They need a target customers, advertising , clear focus on product and fill customer needs.

SELLING VALUE, NOT COST

Product truly is innovative Techniques employed in selling commodity

items are completely useless The best approach is to emphasize

something for customers that can’t be done any other way that we will save their money.

We must emphasize values and not cost For example: water softeners using ion-

exchange materials were state of the art of for many years. Then reverse osmosis technology advanced to the point where it become cost-effective for household use.

SELLING VALUE, NOT COST

A few example of REVERSE OSMOSIS better:- The novelty of innovative technology was a

distinct advantage after demonstrated new method for certain water conditions

Longer term benefits due to more attractive life-cycle costs were emphasized in the second phase of selling.

The third phase of selling offered a choice of technologies – other performance characteristics.

Reverse osmosis sales improved considerably when positive health benefits were cited with the principal competing technology.

In other words, the other technology just couldn’t deliver this benefit.

THE IMPORTANCE OF MARKET SHARE

“Marketing must invent complete products and drive them to commanding positions in defensible market segments” Davidow.

In their study, state Companies with greater than a 30 percent market share almost always were profitable and conversely, those with less than a 15 percent share almost always lost money.

Meaning that we don’t believe that rule is inviolable, but we agree that if our market share doesn’t fall into the greater than 15 percent level, there had better be a very, very good reason to pursue that market.

MARKETING TOOLS

Salespeople have many techniques to keep in front of a customer.

People wants a clear explanation of What We Do, Who We Are, Where We Are, What We Sell, How Much It Cost, and How to Get in Touch With Us…

Generally they do a lot of homework before they even contemplate buying innovative products. Researching technical journals Attending trade shows Listening to technical presentations at seminars

and professional society meetings.

MEASURING PERFORMANCE(FACTORS)

Do programs comply with the “strategic principle”

Does marketing understand why customers will buy the product?

Does a crusade mentality exist? Is customer satisfaction guaranteed? Does the product match the sales and

distribution channels? Will the promotion program work? Is the product different? Does a marketing plan exist? Is pricing fair?

MEASURING PERFORMANCE(FACTORS)

Do programs comply with the “strategic principle”

Does marketing understand why customers will buy the product?

Does a crusade mentality exist? Is customer satisfaction guaranteed? Does the product match the sales and

distribution channels? Will the promotion program work? Is the product different? Does a marketing plan exist? Is pricing fair?

MEASURING PERFORMANCE(FACTORS)

Are the marketing programs integrated? Is marketing in touch with the customer

base? Does marketing respect sales, and vice

versa? Does marketing drive the organization? Are products managed throughout their life

cycles? Is a forecasting system in place? Does marketing have quality control?

TECHNOLOGY QUOTAS AND RETENTION REQUIREMENTS ARE A MUST! Technology quotas and retention requirements

provide for explicit goals to be at predetermined times for license agreements to remain force. If the license does not meet a goals, they are not retained and the license agreement is terminated.

In the event that a licensee runs into bad luck or bad timing, efforts should be made to work with them to get things back on track by lending our technical, financial and marketing skills.

All team members must behave professionally. Word of brutal treatment of licensees gets around.