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TM

Planning: Marketing 101 teaches us that if your product does not solve a problem then it is destine for failure or at best mediocrity.  It seems simple enough but the answer is often times harder to clarify than we'd like to admit.  Ask yourself, what real problem does my product solve and does it do it any better than my competition?  Get this right and you're well on your way to hitting a home run.

Validation:  Don't fall into the trap of myopic thinking.  It's easy to do, especially if the designer has a particular conviction.  Remember the measure of success for your product is market adoption, not necessarily the innovation itself. 

Positioning:  The most important step and frequently the most neglected.  Positioning is how you connect your product with the unmet need.  Project leaders and developers typically believe this to be self evident but it rarely is.  If your sales channel can't position the product effectively then they are just adding to the noise that customers hear everyday.

Training:  By far the most effective method of selling for Medical Device is the consultative sale. Our customers expect us to be experts and rely upon us to demonstrate how we can contribute to better patient outcomes.  Building proficiency is the only way to serve as an effective consultant to the customer.  

Targeting:  Hard work and high activity are no substitute for effective targeting.  Your sales channel is convinced they are the local experts and your best shot at success in their market.  Blind acceptance of this is the achilles heel of most commercial efforts.  Information and collaboration are key to increasing the probability of success.

Exposure:  This not just selling, this is how you get your product and value proposition in front of the customer.  If you are battling a series of frustrating excuses from your channel, there are options that can move the effort forward and build a balanced approach to customer access at a local level, while driving a corporate goal.   

Awareness:  Success begets success and happy customers are the best selling tool you can have.  Most of us think advertising, trade shows and press releases when we think about an awareness campaign.  There is a time and place for these methods but you need to get your customers talking and sharing their experiences.  With electronic media, post market surveillance, alumni/club forums, and countless other options in this information age, facilitating conversation is a powerful way to augment your sales approach.   

Refinement:  Experience advances learning and learning opens up greater possibilities.  Not every tactic will produce the optimal result and there is no secret to guaranteed success.  Because selling is a process and not an event the only way to continue to improve the probability of success is to fine tune the process by making adjustments.  Product iterations keep competition at bay, messaging refinement appeals to a broader audience, conversion rates strengthen targeting profiles and listening to the customer's experience guides in better decision making.   ​

"I KNOW THIS BUT I could use some help putting it into practice"...sound familiar?

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Principles of the product adoption accelerator program

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Email: chris@flyingbridgecompany.com

Turning Ideas into Action and Action into growth