By TekMark Growth Partners Ltd.
Your success in marketing technical products to technical decision-makers significantly depends on those ever popular three words – your “total value proposition”. Product positioning and strategy based on superior value, or performance vs. cost benefit, over the total life of your product or service commonly uses a tool referred to as the total Cost of Ownership (CoO). Total CoO considers not only the initial price of your product or service but also includes performance advantages, ease of installation, product reliability, service required, ease of maintenance, etc. TekMark can develop a total CoO marketing strategy for you based on various evaluation tools such as performance vs. cost matrices, mean-time-to-repair (MTTR), mean-time-between-planned maintenance (MTBPM), mean-time-between-failure (MTBF) among others. This strategy can be extremely effective in differentiating you from your competition, while at the same time, diffusing the lowest-price purchase scenario and improving your margin.
