Know-How Exchange : Advertising/PR

Since you used the term re-launch, I will assume that you have been selling this product in the past. Perhaps it has been upgraded or maybe it just isn't selling the way you thought - either way, I assume you have a few successful installations.

In today's economy there is a need to reduce the risk of making any type of major purchase. In addition, if a company has been doing without your product, you need to convince them there is no-risk and a payback.

I suggest you revisit existing applications to determine, what your payback has been. Does your software allow for fewer people? reduce wasted advertising dollars? enhanced productivity? And finally, if the answer is greater service to your customer's end client - you had better tie this to success at the end client and how you will teach them how to sell the use of your software.

Unfortunately, in today's economy - people are not taking chances and they are only buying things with a solid return on investment. If you go against this grain you may find it tough sledding.

It sounds like you're basically selling a very expensive analytics tool. A number of us have sold products/services in this space before, and there are a few commonly accepted truths.

First, you need to sell the benefit, not the tool. Being able to do all this analysis doesn't make money or save money. It's the insights it triggers that lets us make/save money.

Second, you're trying to change the way companies operate ... not an easy sell. You need to somehow deal with the fact that someone (in the company) will have to learn the system and use it. You probably won't find many volunteers.

Third, who is the ultimate beneficiary of the system. Who will use it and how will THEY benefit? Just because it's good for the company doesn't mean that you'll automatically have a receptive audience anywhere in the company. You need to understand how each person/function will be affected. This is a complex sale.

Finally, these kinds of decisions are often made by a fairly senior executive, and they typically rely on their staff to evaluate and recommend a course of action. It's not easy getting them to take this seriously because it's new/different from what they're doing. And there are other priorities that may be perceived as being more urgent.

Taken together, these all suggest that you have a major task ahead of you marketing this kind of product, and your budget isn't close to what will be required to really launch/re-launch the product properly.

OK, so now the good news: Maybe you pick ONE target company and focus all your efforts on serving that company. Do the research. Develop a relationship with the right people at that company. Do some set-up work at no cost. Really make a contribution to that company before you try to get them to spend money. Do everything you can to demonstrate the value of your product for them.

If you do a really good job, they'll recognize how important it is for them to buy, and you'll have a sale. Then you can move on to the next target company. And don't be surprised if the selling cycle is 12 months or more.