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"Have you got it?" I only deal with companies who are prepared to put money where mouths are (the reasons will become clear in a moment). Note: Do not waste time sending marketing material. I do not make decisions as to the quality of a product by marketing material alone. The primary requirement is.... GUTS! You send me a product you want reviewed (if it belongs to a family of products, I usually advise you send me the flagship model as your reputation is resting on this). I test the product against others that have proved to work, and do this in real-life cases (not a laboratory as others do which inevitably masks any problem issues with the product). I then send you my findings. This process can take a few months, so you need to exercise patience! If my findings of the product is unsatisfactory (this usually does not take too long), I simply return the product to you (at your cost) and forget all about it. If my initial findings are good (this is usually within the first couple of weeks), the product is immediately listed here in the best suited category with a 'tba' (to be advised) next to it. This begins exposure of your company. If my findings continue to be positive after all the testing (i.e. I would be prepared to stake my reputation through using the product) then a number of things occur. The first is the product review is placed on the website and the listing changed from (tba) to a (*) i.e. "go for it". It will never be removed off the website unless the conditions listed in this page are broken. Seldom does a product get a query mark (?) unless there are questionable things that should be brought to the public domain, and you agree they are issues that either need to be resolved or cause such a marking (such as you are about to withdraw it from service!). The second is a link to the review is sent out in the next newsletter. The third is I promote the product at courses I deliver on Power Quality. Obviously, I show other products too as everyone is treated the same, however, the product is now brought to the attention of the very people who are directly involved with PQ - the advantages far outweigh what others do which amounts to nothing more than a huge marketing exercise costing them thousands of Pounds yet getting them nowhere as they don't know their subject properly! The fourth is, should the product really warrant this (i.e. it is exceptional), I set up a "supplementary help-desk" with little "driving techniques" I learn as I get to know the product more intimately, as well as offering a point of contact for people wanting to do things a little "out of the norm". Finally, I keep the product (er, it's a little difficult getting to know the product more intimately as well as promoting it without having one!). It is this last item that often causes a sticking point. This is why I opened with the statement regarding courage of convictions. Unfortunately there appears to be a huge lack of business brains within the PQ fraternity. No-one takes into account what it costs to keep a salesman. It's not just his salary and commission, but his car, travelling expenses, marketing shows, and his whims (these alone can cost a small fortune!). It's not uncommon to hear of a salesman costing in the order of £10 000 or more a month! Unless you're selling a really unique solution, there are not many boxes whose prices match a salesman's minimum monthly rate. And for the cost of a box, you get all this exposure. But it takes courage to make this decision. Have you, and your product, got what it takes? What Has, and Not, Done The Job >>
© 07.09.05 |
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