5MetaCom’s Approach to Marketing Technical and Scientific Products
Marketing technical and scientific products into today’s marketplace
Marketers face many challenges. Product and service categories have subdivided. So buyers have more choices. Compounding that: an increasing rate of marketplace change and rapid turnover of buyers and sellers. Not to mention companies continue to accelerate the new product development cycle.
Given these complexities, it’s hard, if not impossible, to reach each prospect personally. Multiple decision makers – along with the people influencing them – are hidden. Prospects screen out your attempts to contact them. Adding to that, you may have more restrictions on what you can say and how you can market products.
Together these factors make it difficult to identify and communicate with the right audience. What can you do? Maybe you could just hire more sales reps. Or work even harder. But if you’ve given up on these approaches, there’s another way. You could make your products and services easier to buy and easier to sell.
What is “Easier to Buy and Easier to Sell”?
These two concepts probably sound like the same thing. But they’re not. They describe two different ways of looking at and communicating about your products in the marketplace. The “Easier to Buy” aspect emphasizes the customer’s point of view in the way companies market products. On the other hand, “Easier to Sell” emphasizes ease and efficiency for the seller – you.
What benefits does “Easier to Buy and Easier to Sell” offer to marketers?
- Lets you charge premium prices. By gaining full credit in the marketplace for your product’s benefits, you can better justify a higher price.
- Avoids product commodization. Differentiating your unique benefits prevents buyers from viewing your products as commonplace or the same as competitors.
- Leads prospects from awareness and interest to product adoption. When products are difficult to buy, potential buyers more easily get off track in moving from initial awareness to a purchase decision.
- Maximizes the impact of your sales force. An easier, more efficient sales process ideally leads to more sales.
- Aligns your sales and marketing efforts. Sales and marketing work from the same path. And toward the same goals.
How do you know if “Easier to Buy and Easier to Sell” is for you?
To decide if these marketplace concepts have a fit for your company, consider:
- Informally auditing your product communications.