NONSENSE. You have to FIND ways to MARKET THE PRODUCT.
SIMPLY put you take STRENGTHS & leverage them into a
marketing format: Competing on PRICE (unless, as I have
repeated they are still finding the sweet spot with the
different engine models, makes, sizes, ages, etc as that
I would imagine to be a HUGE database collection challenge
that may only be overcome with time/experience & documenting
results) is TERRIBLE, I don't CARE WHAT the OBJECTIONS ARE!!!
As some of you know C. Coats use to belong to an investment
group I was a part of before taking over SSEV. I told him THEN....
the ONLY way to get this product to MARKET (when you have it working
is via FREE TRIALS) if the objections are as you state (snake oil)
is to penetrate via FREE TRIAL CONVERSIONS.
Second you find what the strengths are, what customers want
& you set about making a plan. FIRST, the product is DURABLE
right? So, INCREASE THE WARRANTY to FIVE YEARS (from Two),
this IMMEDIATELY SENDS A SIGNAL to the BUYERS....IN fact,
you tell them we will PROMISE a rep within 24hrs (had they
thought this through in ADVANCE HLNT might have retained
dealers in the form of distributors for installations of
10-15 units or less).
NEXT, you offer a FREE 30-90 day trial (proven with TELEMATICS
if necessary, that can then be used to track results, savings,
generate billing, do variable pricing, support database compilation
, & so much more....). Salesmen negotiate this & the available
FLEET SIZE is pre-determined (with variability based upon things
like their entire FLEET SIZE, MILES, etc, etc..).
THEN, YOU GUARANTEE that the product will do a min 7% (let's say)
in SAVINGS (whether you can quantify the DEF, Oil maintenance,
& other costs is important & IF NOT then find your min performance
number say 6-9% & guarantee THAT TOO (OR THAT MONTH's LEASE PAYMENT
is FREE, for example).
Finally, & all this is just off the top of my head, you CAPTURE
the UNIT COST on the FIRST DAY the FREE TRIAL EXPIRES....that
is the UP FRONT cost on the lease. The FORMER UNITS did NOT
cost more than a few hundred so HLNT should be able to TURN A
PROFIT on EACH UNIT, including installation & SALES COSTS with
an UPFRONT PAYMENT OF let's say $2k per unit & you LIMIT your
FREE TRIAL FLEET Number to (say) less than 10. This way you
don't have to have Velociti go out & you can use your dealers.
AGAIN, this is NOT set in stone but think about this, and a
CFO worth his salt should be able to concur:
Is the guarantee claims (hours or years) worth the risk of a
min $5K MORE per unit?
Is the min % GUARANTEE (risk of month loss for that one unit)
worth the $5K MORE per unit?
Is the sending out a dealer, or Velociti if the training is an
issue, worth the $5K more per unit?
The ANSWER should be that the $5K per unit MINIMUM will FUND
a Leasing Program, will fund growth, operations, take care of
any defective, malfunction, cover guarantees OF ALL KINDS
& will ALLOW ALL THE FUNDING necessary for future growth,
for R&D, for GLOBAL EXPANSION, & all the REST.
Sorry, but I couldn't DISAGREE MORE!! COMPETING on price is
ABSOLUTELY A POOR MOVE & REFLECTS POORLY ON MANAGEMENT, the
CFO & the ABILITY to close sales imv!!!
The particulars in my example can change with the circumstances
obviously, but creativity DEMANDS that the VALUE of PRICE TO
CORPORATE is FAR MORE important than PRICE IN overcoming the
"snake oil" objection. That is just DUMB imv, absolutely
disappointing!!!
Unbelievable to THINK ANYTHING DIFFERENT on the subject, imv.
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