Creating And Engineering New Technology Or Products Are Not The Challenge: Marketing And Selling Are
Engineering – R&D creating technology or product
For any company innovation is probably a must for continuation. New technology or new solutions.
When R&D has developed a new solution or is using a new technology achieving to make a new product is only the initial step and effort.
The big challenge is not the engineering and technical parts but in marketing and selling.
Marketing creating the demand
First marketing needs to understand what and why Engineering or R&D have invented a new technology or have created a new product. next marketign needs to figure out who the potential customers could be. Why would they buy ?
Then Marketing needs to make clear to all potential customers that there is a new technology or new solution. Stipulating the benefits and the advantages for the customer is utmost important. Moreover the customer needs to see and understand these benefits or advantages. He needs to see what the new stuff brings for his company. Somehow Marketing should create the need and demand. In the best case the potential customer contacts the company – but that is rather rare.
Sales getting the deal
If Marketing has achieved to create the demand or need for the new technology or product then the Salesman would just need to come in and have the Purchase order signed.
However that would be too easy.
First the Salesman needs to find interested and potential customers. This can be achieved by knowing who is visiting the website and the specific webpages of the new technology or new product. A web service that reveals the companies visiting does this work.
In most cases the potential customers have much doubts. They will not be rushing in to buy a new technology or solution as this is B2B and not B2C.
The skills of the salesman are required to take away the risks involved in the decision of buying a new product or solution. The Salesman needs to take away or convince the potential customer there are no risks involved.
For an existing product or technology this is rather easy as a list of references must exist. In case of a new technology or product no such list is available.
This is where the Salesman needs to use the relationship and the trust he has build-up with the customer or he has to gamble on the brand name of the company in order to assure the potential customer.
The biggest challenges are Marketing and Sales for any new product or technology. Creating demand, finding customers and getting the customer sign the Purchase Order.
What’s the biggest challenge in your company for any new product or technology? The R&D or Marketing or Sales ?