Why Bad Things Happen to Good New Products
- Topics:
- Internet Market Research
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Overview: The article raises some questions like: why should promising products from highly respected companies fail despite clear evidence of market need, strong marketing support, and real enthusiasm and energy from salespeople. It is a question that has puzzled generations of product managers whose meteoric rise to corporate fame has been temporarily blocked by slow sales of their latest offerings. There is no shortage of opinions to account for slow sales but very little hard data to explain the cause. Two of the most commonly held hypotheses are: Customer Resistance to Change, and Sales Conservatism. There is another way to test the hypothesis that sales growth of new products is impeded by a product-centered approach. If it is true that salespeople who are product-focused are more likely to fail, then we would predict that successful salespeople would care less about their products and more about their customers. In turn, this would cause them to be less excited over the new products.
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Format: HTML | Date: Jan 2003 | Pages: 1
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