1. MARKETING AND SELLING
TECHNOLOGY

2. DIFFERENCE BETWEEN MARKETING
AND SELLING
 Marketing – We identify the target customer(s) and
ask: “What do you need”
 Selling – We have a valuable product that will fill
the customer’s need, so we ask: “Do you want to
buy it?”
 In marketing and selling, the trick to being
successful is to know the difference between a neat
innovation and a great product.
 We need a marketing to turn the service or device
into a product having a personality. They need a
target customers, advertising , clear focus on
product and fill customer needs.

3. SELLING VALUE, NOT COST
 Product truly is innovative
 Techniques employed in selling commodity items
are completely useless
 The best approach is to emphasize something for
customers that can’t be done any other way that we
will save their money.
 We must emphasize values and not cost
 For example: water softeners using ion-exchange
materials were state of the art of for many years.
Then reverse osmosis technology advanced to the
point where it become cost-effective for household
use.

4. SELLING VALUE, NOT COST
 A few example of REVERSE OSMOSIS better:-
 The novelty of innovative technology was a distinct
advantage after demonstrated new method for certain
water conditions
 Longer term benefits due to more attractive life-cycle
costs were emphasized in the second phase of selling.
 The third phase of selling offered a choice of
technologies – other performance characteristics.
 Reverse osmosis sales improved considerably when
positive health benefits were cited with the principal
competing technology.
 In other words, the other technology just couldn’t deliver
this benefit.

5. THE IMPORTANCE OF MARKET SHARE
 “Marketing must invent complete products and drive
them to commanding positions in defensible market
segments” Davidow.
 In their study, state Companies with greater than a
30 percent market share almost always were
profitable and conversely, those with less than a 15
percent share almost always lost money.
 Meaning that we don’t believe that rule is
inviolable, but we agree that if our market share
doesn’t fall into the greater than 15 percent
level, there had better be a very, very good reason
to pursue that market.

6. MARKETING TOOLS
 Salespeople have many techniques to keep in front
of a customer.
 People wants a clear explanation of What We
Do, Who We Are, Where We Are, What We
Sell, How Much It Cost, and How to Get in Touch
With Us…
 Generally they do a lot of homework before they
even contemplate buying innovative products.
 Researching technical journals
 Attending trade shows
 Listening to technical presentations at seminars and
professional society meetings.

7. MEASURING PERFORMANCE
(FACTORS)
 Do programs comply with the “strategic principle”
 Does marketing understand why customers will buy
the product?
 Does a crusade mentality exist?
 Is customer satisfaction guaranteed?
 Does the product match the sales and distribution
channels?
 Will the promotion program work?
 Is the product different?
 Does a marketing plan exist?
 Is pricing fair?

8. MEASURING PERFORMANCE
(FACTORS)
 Do programs comply with the “strategic principle”
 Does marketing understand why customers will buy
the product?
 Does a crusade mentality exist?
 Is customer satisfaction guaranteed?
 Does the product match the sales and distribution
channels?
 Will the promotion program work?
 Is the product different?
 Does a marketing plan exist?
 Is pricing fair?

9. MEASURING PERFORMANCE
(FACTORS)
 Are the marketing programs integrated?
 Is marketing in touch with the customer base?
 Does marketing respect sales, and vice versa?
 Does marketing drive the organization?
 Are products managed throughout their life cycles?
 Is a forecasting system in place?
 Does marketing have quality control?

10. TECHNOLOGY QUOTAS AND RETENTION
REQUIREMENTS ARE A MUST!
 Technology quotas and retention requirements
provide for explicit goals to be at predetermined
times for license agreements to remain force. If the
license does not meet a goals, they are not retained
and the license agreement is terminated.
 In the event that a licensee runs into bad luck or
bad timing, efforts should be made to work with
them to get things back on track by lending our
technical, financial and marketing skills.
 All team members must behave professionally.
Word of brutal treatment of licensees gets around.