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October 24, 2006

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» Verkaufen wir großartige Produkte? from the power of news
Im Marketing geht es nicht in erster Linie um Produkte oder Dienstleistungen. Im Mittelpunkt stehen vielmehr Segmentierung und Kundennutzen. David M. Scott setzt sich in seinem Artikel mit diesem Thema auseinander Does your company sell great products?... [Read More]

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Michael Stelzner

Beat that drum David!

Product marketing is old school. This new customer-focused approach to marketing--where you address needs--is really where it is at!

With white papers, I tell my clients that you should not mention your product or company name until the last page.

Guess what kind of response I get from my clients at first? Guess what kind of response THEY get when they listen to me.

Mike

Maureen Blandford

Concur with you both. When interviewing the really great salespeople, working on the BIG deals with the long sales cycle, they often tell me that their initial communiques have nothing to do with what they're selling. If they can send independent white papers, analyst information, or great industry studies to their clients with a "hey just thought you'd be interested in this" - that kind of stuff gets them in the door.

In my line of work, I often ask clients what their targets buying process is. They can't articulate it. They can tell me what the sales process is - but not from the prospect's POV.

The ability to see through the target's eyes is critical. Often what we want to tell targets is not what they want to hear.

Thanks for keeping this front and center.

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