Synopsis: – Barcode Printer Manufacturer – New Market Entry — Identifying Early Adopters
Our client was launching a new line of printers targeting industries that were not currently bar code printer users. Recognizing that their distributors didn’t have experience with these customers, our client decided to reduce the launch risk and reduce the time it took distributors to service this market by working with QDI to understand these new markets.
Through primary research with potential prospects QDI found firms interested in 4 different types of applications. While the opportunity was significant, the range applications and other adoption barriers made the segment appear challenging. Moreover, since existing salesforces are always hesitant to spend time with unproven products or segments the client new getting the distributors to actively support this new business would be difficult.
The breakthrough came when QDI identified one application as typically the first implementation. In addition we document how these industries talked about the applications and printers.
Using this insight QDI worked with the marketing group to create customer communications, sales marketing materials, and distributor sales force guides. This go-to-market launch kit would enable distributors to quickly prepare to serve these customers. Building on the breakthrough finding the client was able to create a lead program that identified customers looking for the initial application and generally eager to implement which meant ready to purchase new printers. These leads provide the distributor sales people with a few quick sales thus getting them engaged quickly.
These tools jump started sales and shortened the new product ramp-up to less than a year.