Sales Strategy · Product Marketing

What should our company do when a great product is not selling?

Bron Davies CTO at Beakn Mobile, LLC

May 12th, 2016

We have had a unique, cutting edge product in the market for about a year now and sales progress has been slow.  What strategies should be implemented?  Further improve the product? Refine based on customer feedback?  Find new sales and marketing channels?
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Peter Geisheker Digital Marketing Director - B2B Marketing - SaaS Marketing - Seeking a Digital Marketing Position

May 12th, 2016

Hi Bron, 

What are people you are trying to sell it to saying about the product? Are they telling you why they are not buying it? Along the same lines, for the people who have bought it, why did they buy it and what have their results been? Clients will often give you benefits and reasons for buying your product that you never thought of. 

I recently worked with a client where sales were slow so we interviewed several of their best clients. The information we received from the clients about why they bought the product and the benefits they received from it were very insightful to us and we created a new marketing campaign based on their feedback. The new marketing campaign is bringing in far more leads and sales than the previous campaign because now we know exactly what people want instead of assuming what we thought they wanted.

Peter Geisheker

Shardul Mehta

May 12th, 2016

Hi Bron,

I quickly looked at your home page. I see many interesting features mentioned, but it didn't come clear to me who is your target customer, what problem you're solving, and what benefit you're providing. In other words, the value proposition of your offering is not clear.

That may give a clue as to why you're struggling for traction in the market. I see features, technology, something about a loyalty club, even something about an affiliate program, but nothing that comes out clear as day that says "Hey customer X, you have problem Y, and we have a solution that will give you benefit Z that you so desperately want."

You need to get it down to a value prop as clear as that. That's the hook that will get your customer interested in then understanding the "how" part of your solution.

There are some excellent suggestions already made here by others as to how you can do this. Chief among them I endorse the idea of talking with your existing customers about why they bought your product and the benefits they're gaining, and then to prospective customers you didn't win over to find out why they didn't buy your service. Use that to interview other target customers to validate the problem you're trying to solve, see if it resonates, if there's a real market opportunity out there.

Based on that, you can determine whether it's simply modifying your messaging, or you're faced with a problem pivot, a customer pivot, or a solution pivot. Best of luck!

Michael Brill Technology startup exec focused on AI-driven products

May 12th, 2016

Maybe it's a bit specific to your situation, but you're in a very tough market and everyone with beacon-based solutions faces enormous headwinds. Small retailers aren't interested because you don't have critical mass of app adoption and large retailers want their own branded solution integrated into their existing app. 

imho, this is not a sales issue but a basic two-sided marketplace issue. There is plenty written on strategies for building a marketplace.

You also have a year's experience of customers saying no... talk to them and find out why they haven't bitten. That is going to be 10X as valuable as general market research.

Gina Michnowicz CEO, Co-Founder at Union+Webster

May 12th, 2016

I have worked for plenty of start ups with great products that take a while to sell. It might be the market is not quite ready too. In these cases, going back to customers and conducting primary research is a good tactic. I would conduct a small qualitative study with in-depth interviews talking to customers, prospects, and people you lost the opportunity. Then to go broader, conduct an online study to understand buying dynamics for your solution and market readiness. There are a couple of ways to test this. You really need to determine from the following: 1) Is it a market readiness issue? 2) Is it how we are marketing and selling to the market? 3) Do we have a competitor whose product is addressing the market better and outselling us?

Joe Albano, PhD Using the business of entrepreneurialism to turn ideas into products and products into sustainable businesses.

May 12th, 2016

It comes down to this: 
  • Who is buying? 
    • What will it take to get them to buy more? 
    • How can you find more people like them?
  • Who did you think would buy who isn't
    • Why aren't they buying? 
    • Can you adjust your offering so that they will? 
    • Have you made some inaccurate assumptions that you need to adjust? 

Bron Davies CTO at Beakn Mobile, LLC

May 12th, 2016

Ulli, I think you have really opened the can with the most worms in it.  The great product we have may not be the right product.  There is also a real sense that we don't have the credibility in the market to address the customer and solve a problem they want a solution for.  Shardul also mentioned that the message isn't clear enough.  Without a win on the messaging side within the first 30 seconds, I think that's a major obstacle that has to be addressed.  Thanks everyone!

Ron George Experience Design Architect

May 12th, 2016

I looked at your product. It follows the Foursquare (and now Swarm) model, which is great and can be a lot of fun. I think the key is to create raving fans from the consumers and not your customers. If the consumers ask for it, the businesses will get it. Think about ways to generate more hype from consumers around your product. Think crowd sourcing, think groupon, etc.

Ulli Appelbaum Strategist, Problem-solver, Contrarian

May 12th, 2016

Hi Bron,

the first thing to do is to take a hard look at your product. It maybe unique and cutting edge but it may not be as good as you think (I made that mistake in the past). The best way to see if you have a great product is to talk to current users. Are they excited about using the product (not just Meh! type reactions but really excited) and most important are they talking about it and raving about it to others.  If yes you have indeed a great product and may have a marketing issue. If not, sorry your product isn't as great as you think.

When getting feedback about your product, stay away from getting feedback from your friends and family. They mean well and want you to succeed but they can also be very misleading and make you believe your product is better than it actually is.

Then try to find out if you may have purchase barriers (I'd love to buy a Tesla S but the price prevents me from buying one). Maybe people think your product is great but something hold them back from taking the leap. Does it require an upfront investment in hardware or something, is the problem your product solves not a high priority for them (a nice-to-have versus a must-have), do they shy away from a long term commitment, maybe they are just not brave enough to adopt a new technology and need reassurance, etc.. If you have a great product and are able to identify the potential adoption barriers it will become obvious how to overcome them.

Lastly if you have a great product and users love it but you can't break through to new potential customers, then you have a marketing/sales problem. It becomes increasingly difficult to reach people and get a fraction of their attention, even with a great product. In that case consider using influencers, people they respect somehow to reach out to them. If you use a sales team and they are not able to close the sales then go back to the first 3 points I make above.

Good luck and hang in there. 

Steve King COO, CTO, Netswitch Technology Management

May 12th, 2016

I get it. But, maybe people don't actually want special offers jammed at them as they stroll the Mall. I would do 2 things: 1) focus on a single market (Real Estate) 2) change the pricing model - give the device and setup away free and charge the sub and include a "results" bonus. The End.

Gina Michnowicz CEO, Co-Founder at Union+Webster

May 12th, 2016

Clarification...not qualitative research groups but in-depth interviews. Those actually do provide you a lot of insight if they are done correctly.