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


Sex, Drugs, & Rock-n-Roll at Trade Shows

Here's the Scenario...You're at a trade show. Out of town.... Read More

10 Things to Help Your Business When Sales Are Slow During the Holidays

Twiddling your thumbs and waiting for some business to come... Read More

Drop Discounts and Earn Top Dollar

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

A Real CRM Strategy or Just Tracking Customers?

Exactly what is CRMThe idea itself is nothing new; its... Read More

Sales Plan? Whats a Sales Plan?

In the past, if you said the word "plan" to... Read More

Offer Package Deals To Increase Profits And Sales

An effective way to increase your profits and sales is... Read More

Management by Osmosis

Sales managers are an interesting breed, effective sales managers are... Read More

Sex, Drugs, & Rock-n-Roll: Trade Show Traps and Tips

Sex, Drugs & Rock-n-RollHere's the Scenario...You're at a trade show.... Read More

Sales & Marketing Plan Strategies

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

Shorten Sales Cycles in Complex Sales Environments

Help buyers discover the answers they need to understand and... Read More

The Four ?D?s of Sales Management

Recently I stumbled across some notes that I had kept... Read More

How Do I Manage Workplace Conflict?

Workplace ConflictConflict is an inevitable part of business life and... Read More

Keeping Your Sales Team Motivated

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

Sales Coaching... Fact or Fiction?

The old adage in selling has always been, "Find out... Read More

Do You Know How to Fire Up Your Sales Staff (When Money Isnt Everything)?

Money is the only thing that motivates a salesperson, right?... Read More

Leadership Lessons for Sales Managers

Leadership, like class, is hard to define, but easy to... Read More

100% Commission Equals Zero Percent Control

The temptation to use straight (100%) commission plans never goes... Read More

Free to Succeed: Effective Sales Leadership Using A Coach Approach

About 2 years ago, I participated in a training program... Read More

Investing in Your Sales Team

While there's no easy answer to this question, there are... Read More

How To Have A Successful Retail Sales Event

In the 30-plus years I spent working in advertising and... Read More

Accepting Responsibility for Your Sales Success

That we live in a time of relentless and pervasive... Read More

Getting Off The Advertising And Sales Rollercoaster

Seeing the results of advertising your business can be like... Read More

Snuff Out the Competition Without Leaving a Mark!

Does the competition drive you crazy? Are they relentless about... Read More

The Top 5 Issues Facing VPs of Sales

A recent study of 2,663 sales organizations by Think Training,... Read More

Increasing Business Through Distributors

You're a small company with a good product. You are... Read More

The Effective Executive

What does it mean to be an "effective executive"? Well... Read More

Is Your Forecast Too Sunny? How to Improve the Accuracy of Sales Forecasts

As spring moves to summer, the forecast should be for... Read More

Effective Sales Territory Management

How you prioritize your sales territory management activities depends upon... Read More

3 Ways to Increase Your Sales

Last week I got a call from Jose, who was... Read More

The Hardest Job Of A Trade Show

You've heard this before: There were four people named Everybody,... Read More

How Many Salespeople Should I Hire?

One of the most asked questions I get is how... Read More

8 Procedures to Take Control of Sales and Marketing

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

How Your 60-Second Elevator Script Can Transform Your Staff, Your Sales, & Your Business

When attending a Chamber of Commerce breakfast networking get-together, I'm... Read More