How to Create a Product Positioning Statement

How to Create a Product Positioning Statement

What is a product positioning statement? What is the purpose of writing a product positioning statement for your business? A product positioning statement is a description of your target customers and the value you provide to them. Marketing and sales teams use the product positioning statement to inform customer messaging and ensure all communication is consistent. Here are some tips on how to write an effective product positioning statement for your business.

Selling Technology: What Drives Tech Purchases?

Selling Technology: What Drives Tech Purchases?

Why do people buy technology products? What are the different types of tech buyers? If you are in the business of selling technology, you’d know there is a huge adoption gap between tech users. Some are in the line for the latest model the first day it drops while others only give in when the old tech is either broken beyond repair or obsolete. In this article, we’ll take a look at the four critical factors that drive the purchasing decisions of tech customers.

The 3 Keys to Building a Dream Sales Team

The 3 Keys to Building a Dream Sales Team

What attributes should you look for when screening candidates for your sales team? What do you think is more important in sales success—personality or experience? Building a great team is the cornerstone to an effective sales operation. With the right talent, your business can grow exponentially. With bad hires, you’ll find yourself throwing money away and constantly treading water.  Here are three keys for assembling the sales team of your dreams.

How to Choose a Distribution Channel Strategy

How to Choose a Distribution Channel Strategy

What exactly is a distribution channel? What are some things you should consider when choosing a distribution channel strategy for your business? A “distribution channel” is what you use to distribute products to your customers. Different distribution channels are better able to reach different types of customers. In this article, we will discuss how to choose the most effective distribution channels for reaching your target customers.

How to Deliver a Great Customer Experience

How to Get Customers and Grow Your Business

What makes a great customer experience? How can you ensure your customers become fans of your brand? If you want to have dedicated and enthusiastic customers, you must provide great customer experience. In The 1-Page Marketing Plan, Allan Dib offers his best advice for ensuring your customers have a great customer experience every time. Here are five ways to ensure great customer experience every time.

What Drives Early Technology Adopters?

What Drives Early Technology Adopters?

What are the key characteristics of early technology adopters? What drives early adopters to purchase new, experimental technology? In his book Crossing the Chasm, Geoffrey Moore calls the early adopters “visionaries.” Most of them are ambitious leaders looking to gain a strategic advantage or make a quantum leap forward by leveraging new technological breakthroughs. Keep reading to learn about the key characteristics of the early adopter market.

Product Positioning in Marketing: 5 Steps to Success

The 3 Common Characteristics of a Good Business

What is product positioning in marketing? What role does product positioning play in customers’ buying decisions? “Positioning” refers to where potential customers place your product on the market landscape, or how they view it in relation to the competition. According to Geoffrey Moore, the author of Crossing the Chasm, positioning is the most significant factor in a customer’s decision to buy your product. Here are five steps to position your product for success.

The Whole Product Model: Sell the Complete Solution

The Whole Product Model: Sell the Complete Solution

What exactly is a “whole product”? Why is it important that you deliver the whole product to your customers? When you make a sale, you’re typically only obligated to deliver the core product. However, while innovators and early adopters are usually willing to take ownership of assembling the whole product for themselves, the early majority are not. If you fail to supply the whole product (a complete solution without native or third-party add-ons), you are risking losing those customers. In this article, we’ll take a look at two whole product models: Theodore Levitt’s Whole Product Model and Geoffrey Moore’s Simplified

TALC: The Innovators and the Early Adopters

TALC: The Innovators and the Early Adopters

What is the difference between innovators and early adopters? What are their motivations for trying out new, experimental technology? Innovators and early adopters represent the two early-market categories of customers in the Technology Adoption Life Cycle (TALC). Innovators are technology enthusiasts: they are the first to try out new technologies for its own sake. Unlike the innovators, early adopters are not interested in new technology for its own sake, but rather in the new advantages it may afford. We’ll take a look at the key characteristics of both groups below.