It’s not easy to sell high-tech products. Cathy Lang, chief operating officer at Aspen Marketing Services, which creates campaigns for Qwest Communications, offers guidelines on how to do it right.
DO pick the features that distinguish you from your competition. Highlight those, and/or explain how the technology is replacing, or has improved on, a competitive product.
DON’T bullet-point every picayune feature. In the high-tech arena, direct marketing is best used to gain attention rather than closing a sale.
DO target more than one individual in an organization, and let everyone receiving your pieces know you’re doing it.
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