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Contents of this newsletter:
1. Using Geoffrey Moores "Chasm Models" in major account selling
If you sell high-technology products at the major account level you should know and be capable of applying the laws of the chasm. Chasming, for the uninitiated, refers to the marketing cosmology formalized by Geoffrey Moore beginning in 1991 with the publication of Crossing the Chasm and followed in 1995 by Inside the Tornado.
Crossing the Chasm updated the mechanics of the "technology adoption life cycle," which breaks product and market evolution in high technology markets into consecutive phases of development:
Inside the Tornado extended the chasm model by defining three separate mainstream market phases of: niche markets, mass market hyper-growth, and finally mass customization.
In each of these phases of market development, there are seven strategy elements which play out against the market development models which operate as a backdrop:
So, why is this important to the selling of high technology products to major accounts? Because major account selling is primarily a strategy, planning, and execution game, and secondarily, a persuasion or selling skills and techniques game. It is the area of selling that calls for true "strategic selling" skills, not what Miller-Heiman and others call strategic selling (in actuality, "advanced tactical").
Each of these nine areas of strategic sales and marketing activities plays out differently in each stage of market development. If you are selling an offer or a value proposition, it better be the one that is appropriate to the stage of market development that youre in or you could be singing a beautiful song to the wrong audience at the wrong time. Multiply nine strategy elements by six different chasm stages and it becomes readily apparent that there is much to think about along the way to success and fulfillment.
If you think that this is too complicated or sophisticated to track in a real world sales situation, imagine what its like without the blueprint. Geoffrey Moore gives you a map to the maze. If you want to use it as a guideline, its well defined in these two books:
If you dont, pray for good luck. Youll need it.
2. Crossing the Chasm: product offerings that optimize your business
An article by Geoffrey Moore and Michael Tanner
3. Services versus products
Upside Magazine article by Geoffrey Moore
4. S.H.A.R.E.S. resource table
A high technology resource reference
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