The Product or the Sale

This is a quandary not unlike the chicken or the egg question, "Which comes first?". Do you focus on creating a superior product and continue to develop superior products or do you shift focus from the product to the sale prior to fully developing the line, or schedule of services?

In the study of business start-ups there are a tremendous number of entrepreneurs who created, or found marvelous products and yet were unable to crack the marketplace. How many programs have you seen on TV that show warehouses of goods, that just sit and are never introduced to the consumer?

Without demand, there are no sales. Without sales, there is no success. It is easier to create for the sake of self-expression, than it is to find a way to effectively share the creation.

The current, most visible example of the power of marketing is the throng attracted to New York by "The Gates" in Central Park. Recent travelers, when asked why they are going to New York, invariably say they are going to see The Gates. But, once viewed, visitors and New Yorkers alike have said that they resemble short shower curtains the colour of pale Velveeta. Looking down from a plane or one of the tall buildings that surround Central Park, the saffron coloured winding trails bring to mind a flow of sorts that is totally lost when viewed from the ground, but people continued to flock to Manhattan in droves to see the work.

How to create your own buzz?.

1. Develop one core product with a great name.

2. Look around and see if there are other businesses or events you can attach your name to, to launch.

3. If not, write and send out your own Press Release. http://www.notable-marketing.com/get_press_info.php

4. Once you have started to court the Press, keep sending out Press Releases on a regular basis, but make sure you have something worth saying. It's often the perspective or the timing that works to capture the spotlight. Be merciless in your presistence but keep your sense of humour!

5. Call on your most successful competitors and see if they will share with you how they got started. They may even refer clients, if they have moved to the next level.

6. Call up a company you want to work with and ask them for their buying criteria. Make an appointment to go in and ask for their advice on your product/service.

7. Go big or go home! Don't hold yourself back through lack of confidence in your own sales ability. If you believe in the greatness of your product/service then call on businesses you know would benefit.

8. Don't get so excited by a positive response that you start to manufacture enormous amounts of product or make commitments to buy a large volume of supplies before you have a contract that guarantees a sale.

9. If someone recognizes the uniqueness of your product and sees the value of doing business with you, they will make a commitment. Make sure the terms you agree to are ones you can meet and still make money.

10. Your product/service does not have to be perfect. It just has to find it's niche and be marketed to that niche continually as it evolves.

The product may come first but if sales don't follow right away, don't give up. Persistence is a key element in any venture and marketing to a clearly defined niche makes it easier for your customer to find you.

Nancy Fraser is the President of Nota Bene Consulting. She has been helping clients improve their advertising results and grow their businesses for over 20 years. Free advertising and marketing information in Notable News http://www.notable-marketing.com

In The News:


pen paper and inkwell


cat break through


The Spirit Of Change

A Highly Conscious Approach To Business Management. For more on... Read More

Drop Discounts and Earn Top Dollar

Every dollar you discount is a dollar of pure profit... Read More

Train a Winning Sales Team: Rounding Third and Heading for Home

Although I never met the man, I imagine Lou Boudreau... Read More

Is Sales Process & CRM Stopping Sales?

Standard metrics and KPI's (Key Performance Indicators) are created usually... Read More

How to Develop a Proactive, New-Business Sales Team!

I don't know about your business but in my experience... Read More

Rotten to the Core: The Story of How the Best and Brightest can be Ruined

The objective of an incentive is to incite action within... Read More

Keeping Your Sales Team Motivated

Sales managers frequently approach me for advice on how to... Read More

Set Yourself up for Trade Show Success

Of the many mistakes small business owners make, a big... Read More

How To Build A Worldwide Distributor Network

When your product is market ready and has a good... Read More

The Hidden Competition: Avoiding the 2 Most Common Competitors

There are really only two types of competitor:1. Obvious2. HiddenThe... Read More

Sales Competence Isn?t About Quota Performance!

Compounding the problem are two myths regarding measures of competency... Read More

How to Beat the 80/20 Rule in Sales Performance -- Part 1

Business executives and sales managers frequently bemoan "80/20" performance on... Read More

8 Line Items of a Trade Show Budget

Budget Guidelines for Trade Show MarketingB'techa didn't know - Trade... Read More

Sales & Marketing Plan Strategies

Design and Implementation of a new Sales & Marketing campaign... Read More

How to Keep Projects From Spinning Out Of Control

Are you involved in projects that seem to go nowhere... Read More

Poor Performance - Fix it by Coaching

Coaching is about finding out the cause of poor performance... Read More

How to Sell Strategically

If you want to maximize your sales performance, take a... Read More

Sales Forecasting For New Businesses

Sales forecasting is the process of organizing and analysing information... Read More

SEZ WHO? Tips About Recommendations, Sales Cycles, and Trade Shows

Here's the scene. You're at the trade show, having a... Read More

Disclosure Laws Favor International Terrorists

The Federal Trade Commission has rule that are supposedly in... Read More

The Art of Sales (And Tips On How To Manage Your Sales Team)

Selling. Cold calls, introductions, interviews, appointments, proposals, referrals, call cycles,... Read More

The Product or the Sale

This is a quandary not unlike the chicken or the... Read More

Leadership - How To Turn The Vision Into A Reality

Be clear about where you are now. Audit your strengths... Read More

Sacking Clients: Brand Power Wheel

Remember in the last message we talked about your directional... Read More

Discounting Your Way Into Sales Oblivion

I don't even like saying the word d---------g. I have... Read More

Online Sales: Secret To Increase Your Sales By Bundling Your Products

Microsoft has used this online sales secret to become a... Read More

How We Build a 90% Failure Rate into the Sales Process

I recently began doing training in the banking industry. Across... Read More

Want to Increase the Amount of Business that Your Firm is Getting?

Business development is important for every business and refers to... Read More

4 Marketing Myths Threaten Your Sales

These 4 marketing myths can cause you to lose sales... Read More

Sales Pipeline Forecasting Is There A Better Way?

To put it mildly most companies sales forecasting just isn't... Read More

Promoting Your Private Label at Industry Trade Shows

So everyone thought you were crazy when you announced 6... Read More

5 Secrets to Managing Your Sales Manager Productively

Many people believe that the main reason for representatives leaving... Read More

8 Procedures to Take Control of Sales and Marketing

The Cash to Cash Cycle Part Three of SeriesWe're sprinting... Read More