Selling to customers the way they want to buy seems obvious, but as thousands of failed startups have found, it's not obvious and marketing and selling approaches and venture capital investor expectations need to be adapted when selling discontinuous technology.
Sales and Marketing Performance News
Cambridge, England: 30 November 2009.
"Why Killer Products Don't Sell" author and copyright holder, Dominic Rowsell and Advanced Marketing Concepts Ltd (Admarco), announce a partnership to extend the impact of "Value-created selling" and "Operational Culture Alignment" to a wider audience.
"HotRivet's Why Killer Products Don't Sell is valuable contribution to body of professional sales knowledge. Core ideas are:
1. Understanding buyer behaviour according to risk tolerance over the Diffusion of Innovation curve.
2. The I.M.P.A.C.T (Identify, Mentor, Position, Assessment, Case, Transaction) buying cycle explains the steps through which every purchase must pass and the engagement points for sales in the customer buying process - regardless of the scale or type of purchase.
3. Early adopters must be engaged at the Mentor stage of the IMPACT cycle and this requires a "Value-created" selling approach
4. Aligning selling culture to match buying culture based on their risk/adoption profile reduces cost of sale and improves win-rate," states Mark Gibson, Managing Director of Admarco.