I just posted this in two metalworking groups... But I've also noticed a
few folks here who may be able to provide good advice so... I'd love to
hear your thoughts too. This is somewhat in the same vein as previous
questions I've asked in this and other forums but possibly not quite as on
topic.
Some of you seem to be making parts, tools and/or products for existing
outlets or customers but there are a few of you who actually make products
for a wide base of customers.
We have recently run across a number of dealers and distributors who carry
competitors' product lines because of a particularly fortunate press release
placement. Most of them are happy to consider carrying our product once
they sell it to someone and get usage feedback. That got me to thinking...
How would you go about finding distributors and/or dealers for your product?
We offer them a few incentives such as the willingness to work directly with
their customer to customize the equipment without undermining their sale,
etc. But there have to be other ways to build this area of the business.
Thoughts? Flames? Large internet lists of drilling equipment-specific
dealers and distributors? <grin>
Regards,
Joe Agro, Jr.
(800) 871-5022
(908) 542-0244
Automatic / Pneumatic Drills: http://www.AutoDrill.com
Multiple Spindle Drills: http://www.Multi-Drill.com
"Distributors are still consumers and the motivation is the same as
many consumers."
Thinking that way is a BIG mistake. Distributors (and retailers) are
entities that deliver your product to consumers. Unlike a consumer,
they have no intention of owning what you make. They buy your product
because they believe someone is going to buy it from them.
"Distributors are still consumers and the motivation is the same as
many consumers."
Thinking that way is a BIG mistake. Distributors (and retailers) are
entities that deliver your product to consumers. Unlike a consumer,
they have no intention of owning what you make. They buy your product
because they believe someone is going to buy it from them.
> Does your product have a compelling competitive advantage? Why should a
> distributor carry it instead of the other brand?
I need an MBA to know this? :)
> Is your price 20% lower?
More like 50% in some cases, but that's another thread...
> Does it run 50% faster? What? Unless you have a compelling competitive
> advantage you won't go anyplace very fast. Being just as good as your
> competitor at the same price is a big yawn; the competitor is already
> there.
I assume you ask this not because you want a defense from me, but to spur me
on towards ideas on how to get their attention. Truth be told, I can
justify our product over just about anyone else's out there... But I don't
generally know who to justify it to these days. Finding the distributors
with enough head knowedge to engage customers is tough.
Regards,
Joe Agro, Jr.
(800) 871-5022
(908) 542-0244
Automatic / Pneumatic Drills: http://www.AutoDrill.com
Multiple Spindle Drills: http://www.Multi-Drill.com
V8013-R
> What was particularly fortunate about a press release placement? Why can't
> you reproduce the placement, and send your own press release?
Decent sized magazine. Special issue with the subject matter focus that
matched our product well. Magazine has since shrunk quite a bit... Not
reproduceable per say... But we keep trying both in print and on the web.
When I get a good press release, I consider advertising with the publication
or site. However, most of the publications are shrinking and most sites do
no better (much worse actually) than Google and Yahoo do.
Regards,
Joe Agro, Jr.
(800) 871-5022
(908) 542-0244
Automatic / Pneumatic Drills: http://www.AutoDrill.com
Multiple Spindle Drills: http://www.Multi-Drill.com
V8013-R
> Anything For A Buck.
>
> Catchy phrases..... like
>
> Ever find yourself in a drill pickle?
>
> Holier than theirs.
>
> The Drill Team.
LOL.. Good stuff...
The stuff I clipped was good too, but not as fun as this.
--
Regards,
Joe Agro, Jr.
(800) 871-5022
(908) 542-0244
Automatic / Pneumatic Drills: http://www.AutoDrill.com
Multiple Spindle Drills: http://www.Multi-Drill.com
V8013-R
Joe ...
<<When I get a good press release, I consider advertising with the
publication
or site. >>
I think you are confusing the terminology between a press release and a
product review. A press release is something that comes from you. It is
designed to make your product seem newsworthy to magazines and other
publications or news media likely to be seen by your potential customers.
The object is to get those publications to write about your product and thus
expose it to those customers.
One kind of story which could result from a compelling press release would
be a straight news story which pretty much repeats the facts you supplied.
(A magazine short on resources might even print your release verbatim rather
than investing the time, energy or budget to have an actual writer come up
with an original story based upon your release). Another type of story
would be an actual product review focusing either on your product alone or
your product and one or more similar ones. You can't really control what is
said in a review except to the extent to which you produce a quality product
that can't help but get good notices.
However, there's no magic grapevine that will make the reviewers find you on
their own. It's up to you to put yourself on their radar screens.
Lee
--
To e-mail, replace "bucketofspam" with "dleegordon"
_________________________________
Lee Gordon
http://www.leegordonproductions.com
> I think you are confusing the terminology between a press release and a
> product review. A press release is something that comes from you. It is
> designed to make your product seem newsworthy to magazines and other
> publications or news media likely to be seen by your potential customers.
> The object is to get those publications to write about your product and
> thus expose it to those customers.
No confusion here. I just didn't share my thoughts very clearly. "When my
press releases are picked up and published in a very advantageous position
or manner" is probably more accurate.
--
Regards,
Joe Agro, Jr.
(800) 871-5022
(908) 542-0244
Automatic / Pneumatic Drills: http://www.AutoDrill.com
Multiple Spindle Drills: http://www.Multi-Drill.com
V8013-R
Joe AutoDrill (in agIjf.394$GA2.57@trndny02) said:
| We have recently run across a number of dealers and distributors
| who carry competitors' product lines because of a particularly
| fortunate press release placement. Most of them are happy to
| consider carrying our product once they sell it to someone and get
| usage feedback. That got me to thinking...
You're presenting a "chicken and egg" scenario. The only solution I
can see is for you to sell the customer for delivery by a local
distributor (any local distributor) with the local distributor getting
a the same benefits as if they'd done the selling themselves.
| How would you go about finding distributors and/or dealers for your
| product? We offer them a few incentives such as the willingness to
| work directly with their customer to customize the equipment
| without undermining their sale, etc. But there have to be other
| ways to build this area of the business.
Ask the customer: "What (local/national) distributors do you normally
buy from? We'll arrange delivery through them." Then close the sale
and get on the phone with the distributor. I can't imagine that
there's much that'd get their attention faster than pre-sold product.
| Thoughts? Flames? Large internet lists of drilling
| equipment-specific dealers and distributors? <grin>
What are you doing to motivate customers to ask their distributors for
your products? If the distributors don't see motivated customers, then
why would they be interested?
I'm working up to a need for a drill head for a product under
development and looked (quickly) at your web sites with those future
needs in mind. My reaction was: "Oh hum." I have more (and more
useful) end-user drilling information on my web site than you do and
I'm planning to add more - and it's not even my business area.
You might find it interesting that a lot of the visitors to those
pages are using Fortune500.com, .mil, and .gov servers - and that as
often as not the person with the mouse in their hand actually does
pause to look at what I sell...
[Thoughts and observations, no flames, but no lists either.]
--
Morris Dovey
DeSoto Solar
DeSoto, Iowa USA
http://www.iedu.com/DeSoto/CNC/
"Lee Gordon" <[email protected]> wrote in message
news:[email protected]...
> Joe ...
>
> <<When I get a good press release, I consider advertising with the
> publication
> or site. >>
>
> I think you are confusing the terminology between a press release and a
> product review. A press release is something that comes from you. It is
> designed to make your product seem newsworthy to magazines and other
> publications or news media likely to be seen by your potential customers.
> The object is to get those publications to write about your product and
> thus expose it to those customers.
> One kind of story which could result from a compelling press release would
> be a straight news story which pretty much repeats the facts you supplied.
> (A magazine short on resources might even print your release verbatim
> rather than investing the time, energy or budget to have an actual writer
> come up with an original story based upon your release). Another type of
> story would be an actual product review focusing either on your product
> alone or your product and one or more similar ones. You can't really
> control what is said in a review except to the extent to which you produce
> a quality product that can't help but get good notices.
> However, there's no magic grapevine that will make the reviewers find you
> on their own. It's up to you to put yourself on their radar screens.
>
And that's how small PR agencies stay in business, and the occasional
freelance writer supplements his (or her) income. You have to know, or
discover, the magazines that might be interested and point the release to
the magazine. The release also needs to be coherent. Some of the releases my
editors pass along to me as research bases is wonderful, from the standpoint
of funny, not information.
It is work. It won't do itself. It takes either time and application, or
money to hire someone else's time and application, though it shouldn't be
wildly expensive, though if the agency or writer buys into the various
listing services for magazines and newspapers, the costs rise, because those
are expensive (relatively speaking: about the cost of a small newspaper ad
for a week).
First get an MBA in marketing...
Does your product have a compelling competitive advantage? Why should a
distributor carry it instead of the other brand? Is your price 20% lower?
Does it run 50% faster? What? Unless you have a compelling competitive
advantage you won't go anyplace very fast. Being just as good as your
competitor at the same price is a big yawn; the competitor is already there.
Then you have to create a demand. Advertise. Do a trade show. Take it to
potential customers and demonstrate it. Presumably the distributor is
willing to sell it if he has an actual order; if you can get him some orders
he will think about carrying it.
Without knowing more about the product, thats about all I can tell you.
"Toller" <[email protected]> wrote in message
news:[email protected]...
> First get an MBA in marketing...
>
> Does your product have a compelling competitive advantage? Why should a
> distributor carry it instead of the other brand? Is your price 20% lower?
> Does it run 50% faster? What? Unless you have a compelling competitive
> advantage you won't go anyplace very fast. Being just as good as your
> competitor at the same price is a big yawn; the competitor is already
> there.
I disagree on the MBA, but the other points are valid. Distributors are
still consumers and the motivation is the same as many consumers. .
Typical scenario:
I buy from Company A. They are usually a week late with deliveries, but I
build that in for my customer. They break, but they are fast sending
replacement parts. They give a good discount, they let me take 60 days to
pay. They sent me Red Sox tickets last year. Their product can be made to
work and I'm too lazy to get off my ass and find a better product as long as
people still buy this.
Get into the distributor and talk to the sales reps or order desk and make
them aware of your product. Couple of pizzas can do wonders. .
In article <agIjf.394$GA2.57@trndny02>,
"Joe AutoDrill" <[email protected]> wrote:
> Thoughts?
A few.
Hard work.
Innovation.
Hard work.
Learn about the competition.
Hard work.
Integrity.
Hard work.
NEVER make commitments you can't keep.
Hard work.
Never speak ill of the competition. (They might want to buy your ass
someday if you're pesky enough.)
Hard work.
Buy Robatoy's motivational tapes for US$ 1600.00
Hard work.
And last, but not least, learn the difference between FAB and AFAB:
Features, Advantages and Benefits
vs
Anything For A Buck.
Catchy phrases..... like
Ever find yourself in a drill pickle?
Holier than theirs.
The Drill Team.
*looking around in a panic...* somebody help me here...
> Ask the customer: "What (local/national) distributors do you normally
> buy from? We'll arrange delivery through them." Then close the sale
> and get on the phone with the distributor. I can't imagine that
> there's much that'd get their attention faster than pre-sold product.
On the surface at least, this looks like a stellar idea.
> I'm working up to a need for a drill head for a product under
> development and looked (quickly) at your web sites with those future
> needs in mind. My reaction was: "Oh hum." I have more (and more
> useful) end-user drilling information on my web site than you do and
> I'm planning to add more - and it's not even my business area.
Working on that... Actually as I type. Someone here has that as their
project.
Now... Why didn't you call me. <grin>
Thank you for the comments.
Regards,
Joe Agro, Jr.
(800) 871-5022
(908) 542-0244
Automatic / Pneumatic Drills: http://www.AutoDrill.com
Multiple Spindle Drills: http://www.Multi-Drill.com
V8013-R
"Joe AutoDrill" <[email protected]> wrote in message
news:agIjf.394$GA2.57@trndny02...
>I just posted this in two metalworking groups... But I've also noticed a
>few folks here who may be able to provide good advice so... I'd love to
>hear your thoughts too. This is somewhat in the same vein as previous
>questions I've asked in this and other forums but possibly not quite as on
>topic.
>
> Some of you seem to be making parts, tools and/or products for existing
> outlets or customers but there are a few of you who actually make products
> for a wide base of customers.
>
> We have recently run across a number of dealers and distributors who carry
> competitors' product lines because of a particularly fortunate press
> release placement. Most of them are happy to consider carrying our
> product once they sell it to someone and get usage feedback. That got me
> to thinking...
>
> How would you go about finding distributors and/or dealers for your
> product? We offer them a few incentives such as the willingness to work
> directly with their customer to customize the equipment without
> undermining their sale, etc. But there have to be other ways to build
> this area of the business.
>
> Thoughts? Flames? Large internet lists of drilling equipment-specific
> dealers and distributors? <grin>
What was particularly fortunate about a press release placement? Why can't
you reproduce the placement, and send your own press release?