Know-How Exchange : Strategy

It is always possible to market anything to anyone. You need to ask yourself... who needs my product? What problems does it solve? Does it save my clients money? If people need your product, it solves immediate problems and saves clients money...

We currently have a medical device company that is successfully marketing million dollar machines to doctors who are feeling the financial pinch just much as anyone...

I agree. The big thing is to find out who will actually benefit from your product and make sure they are the ones you are targeting. Find out what your target's goals are and how your product will help them reach these goals.

Many people are not actively seeking to spend extra money so you will have to do more to get their attention. Make sure your campaigns are personalized. Do your research on the prospect before contacting them to find out exactly what their challenges are so that you can show them how your product will help their business specifically. Make sure the benefits to them are prominent in every contact you have with them.

Also, pay attention to the news and look for trigger events that indicate a prospect could use your product. These will help you find the best time and way to target some particular prospects.

Most important is being PERSONAL. You need to let the prospect know that you are an expert who cares about both them and their business. It also helps to have a personal benefit for the decision makers.