Tag Archives: Technical sales

New or Better?

Posted on January 16, 2018 by

When new technologies arise there is a real desire to create a Disruptive Product(TM), to focus on the new and to avoid simply making a better version of the current market leader. Don’t fall into that trap. It is almost … Continue reading →

Posted in Disruption, Innovation, Marketing, Uncategorized | Tagged , , , , , , , , , , ,

Industrial Business Models – Customer ROI

Posted on January 10, 2018 by

Your technology is great.  It makes the world a better place.  Benchtop results were good – but yields actually went up as you’ve scaled results.  You’ve also made your first big decision and you’re going to sell the technology to … Continue reading →

Posted in Industry, Innovation, Marketing, Materials Science | Tagged , , , , , , , , , | 1 Comment

Seven Red Lines (3): Anderson the Expert’s Failings

Posted on May 6, 2014 by

Anderson the Expert is in a tough spot, his value as an expert wasn’t well defended, but he doesn’t do very much to help himself out.  Stuck in a meeting with a customer who is uncertain of their goals, a … Continue reading →

Posted in History, Industry, Theory | Tagged , , , , ,

Seven Red Lines (2): Technical Sales Meeting Mistakes

Posted on May 5, 2014 by

The biggest mistake made by the vendor involved in the Seven Red Lines / “The Expert” video is that from a strategic standpoint, they are failing to defend their technical resources.  However, there are a series of other mistakes that … Continue reading →

Posted in Business, Industry | Tagged , , , , , , ,

Seven Red Lines (1): Defend Your Technical Resources

Posted on May 3, 2014 by

Working with the world leaders in filtration and technical fabrics we get all kinds of inquiries that sound surprisingly similar to the meeting that Anderson the Expert sits through.  Requests aren’t fully thought through, the vocabulary of the technical needs … Continue reading →

Posted in Disruption, Filtration | Tagged , , , , , , | 2 Comments

Seven Red Lines (aka “The Expert”): The Transcript

Posted on May 3, 2014 by

Cast: CUSTOMER C1 (“Customer 1st speaker”) – The customer lead, Justine’s boss Justine – Design specialist at the customer VENDOR V1 (“Vendor 1st speaker”) – The vendor lead, Walter and Anderson the Expert’s boss. Walter – Reports to V1, serves … Continue reading →

Posted in Disruption, Invention, Marketing, Materials Science, Theory | Tagged , , , , , , , , , , , , | 3 Comments