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Newsletter
Creating a Successful Product Launch
// May 2, 2012
So what is the cause of the low level of successful launches? Many leaders will explain that “we are terrible at execution”. Many put the poor execution moniker solely on the sales team. While part of that may be true, execution flaws can be wide and deep within the organization if you let them creep in. When product launches aren’t well aligned throughout the organization, failure is far more likely. It’s your job to ensure alignment from start to finish.
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Ask the Panel: Selling Commercial Architects// January 31, 2012How can you win the spec in today’s highly competitive commercial architectural community? In Interrupt’s latest Industry Insight Panel, we sought some answers – speaking with Rachel Hepner Zawodny, a manufacturer’s sales rep for Technical Glass Products (TGP). INSIGHT ONE: The Digital Divide Rachel shared with us that selling to today’s architects is a multi-dimensional challenge in terms of how they prefer to receive and best respond to product education. As we have seen in other product categories, the industry is evolving from print to digital. Comments: (0) |
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What Gets Rewarded Gets Done// December 15, 2011We discussed in last month’s newsletter how critical the strategic planning process is in creating the game plan for your business. But now comes the hard part. Forming “The Plan” is one thing. Getting your team to execute it is another. Companies must gain alignment from their teams by incentivizing around the key strategies and initiatives that come out of the planning process. However, while most companies have incentive programs, many aren’t effective in driving the desired results. Comments: (1) |
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It’s Strategic Planning Season: What’s Your Game Plan?// November 7, 2011Fall for me in one word is… Football. And just like a coach goes through deep preparation prior to the season, the general manager conducts the preseason strategic planning process. Like a GM in business, a coach determines the overall offensive and defensive approach the team will take all season and how best to defeat the competition. It all comes down to outperforming your competition on the field… every series, every day, every down. Comments: (0) |
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Increase the Effectiveness of Your Sales Force// September 13, 2011Sales and marketing are distinct functions that require their own accountabilities. But the problem is they too often operate in silos and don’t effectively communicate or cooperate. The leaders of marketing and sales need to be in regular communication. They need to agree the company has a goal and work together while respecting each other’s expertise. Marketing will develop more effective programs, and sales will better implement them. Comments: (0) |
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How to Sell Architects// July 27, 2011For many products, selling through architects is a necessity. For others, it’s a missed opportunity to stop ignoring. Selling to architects gets a bad rap. It can take years for the order to be placed. Or you can spend a great deal of time and effort working to have your product specified, only to have it replaced last minute by a competitor’s product. Despite these challenges, architectural selling can pay off greatly, if properly approached. If you seize this opportunity, you can have your product specified on many of an architect’s future projects. Comments: (1) |
