Know-How Exchange : E-Marketing

I don't follow. I've given a number of injections.

What is the problem that you're solving? And am I correct in that something dissolves into the recipient? Wouldn't this need some sort of approval in the US?

It's just not clear to what the problem or the solution is here.

Ah, the lazy man's approach to sales: "Get the customer to call me and place the order!"

If you were my rep, I'd fire you. What happened to the old fashioned way of selling -- identifying the most likely buyers and calling on them to demonstrate the product and its benefits?

What country are you in? What is your sales territory? Who are the most likely prospects for this product? What other products do you carry, and who are your best customers today? Does the manufacturer of this needle have a marketing plan, or do they just turn you loose to push the product on anyone who happens to call you?

I'd start by making a list of all the possible target markets for this product -- individual patients/caregivers, hospitals, nursing homes, vet clinics, etc. I'd make it as granular as possible, starting with the most likely prospects (not necessarily the highest volume purchasers, but the ones with the greatest need for the product), as close to home as possible (no more than an hour's drive for you).

Then I'd take the top 2 or 3 on your list and call on them personally. See what their quesitons are, what their objections are, what else they want to know. See what it takes to close the sale. Once you've figured that out, you can go down the list and approach the top 10 or 12 prospect categories. Then, when you're really good at this, you can expand to a 100-mile radius, then a 1000-mile radius, etc.

You need to define the strategy before you go off implementing a half-baked plan (if you can even call it that). Start small, learn what it takes to be successful, then look at options for expansion. And start by determining who has the greatest need for this product -- your top priority target audience.

(I give my old dog insulin shots twice a day, and I can't figure out why I'd want your product. You better come up with a BENEFIT for your target audience ... though maybe I'm not in it. And do be sure it's an FDA-approved medical device if you're in the US.)

I've done some work in this area.

#1 Problem: health-care workers and management do not acknowledge needlestick is a major risk, because they are trained professionals who work carefully and know what they're doing.

#2 Hospitals prohibit recapping and require any accidental needlestick to be reported and logged.

#3 The incidence of reporting is low - probably lower than actual needlesticking occurrences. Why? Because health care workers don't want to admit they accidentally needlestuck themselves, so they check the patient record and self-assess whether they have potentially exposed themselves to risk of sero-conversion.

So... What you're selling is a solution in search of a problem, or at least a perception of a problem. And that's your challenge.

As for the thing selling itself, forget it.

I'm happy to enter into dialogue on the subject direct (click my profile name for contact details) if you like, but I think you have the job ahead of you on this one.

Good luck.

ChrisB