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A datasheet and an announcement is not a launch
Six months after most launches the sales team is still selling the old range. Not resistance. Nobody told them who needed it, what it replaced or how to open the conversation.
See what a launch kit contains See the country desks
- Typical duration
- 4 to 7 weeks
- Per launch
- One kit, before the announcement
- Also covers
- Core presentation and application library
- Test
- Is it in use in month three?
Why material goes unused
The pattern is the same whether the team is in your building or in another country.
- It opens with the company. History, org chart, factory photographs, then products. Customers rarely reach the applications and the meeting becomes a lecture.
- It answers your questions, not theirs. Written in the order the company thinks about itself, which is the reverse of the order a buyer cares about.
- There is no comparison against what it replaces. So a salesperson cannot explain why a customer should move, and therefore does not raise it.
- The objections were never written down. Every salesperson has invented their own answers and three of them are wrong.
- The channel got the same pack as the direct team. A distributor carrying forty lines needs the argument more, not less.
The full set
Issued before the product is announced rather than after, which is the single change that most affects adoption.
A core sales presentation
Customer problem, engineering or product choices, then products, then proof. Corporate information at the end or not at all.
An application library
What you have made, for which industry, solving what problem. The most persuasive asset most companies own and rarely publish.
A launch kit per product
Target applications, buyer profiles, comparison against what it replaces, objection handling, sample emails and a short deck.
Objection handling
The eight your team actually hears, with answers your technical people have approved.
A rebuilt quotation format
The document the buyer reads last, and the one that decides whether you are compared on price alone.
Channel versions
Adapted for distributors, in their language where needed. Channel communication.
Email templates
First approach, exhibition follow up, sample dispatch, quotation cover, dormant account. Six templates removes most of the reason follow up does not happen.
What is in the kit
Six components, none of them expensive. The reason they usually do not exist is that launches are run by product or engineering and what a salesperson says on a Tuesday is nobody's job.
The comparison against what it replaces is the piece most often missing and most often decisive.
For overseas launches the kit matters more, because you are not in the room to fill the gaps.
Questions overseas teams ask
Our distributors have their own material.
They do, and it is usually last year's. Giving them a kit they prefer to their own version is how you get consistency without enforcing it.
Can you train the sales team?
Yes, and material without a session rarely lands. A half day walking through the argument and the objections, with the team arguing back, is where most of the correction to the material happens. Remote works for this.
How do we know it is being used?
Ask to see the last five things that left the company to a customer. Ten minutes, and it tells you more than any adoption report.
We launch several products a year.
Once the template exists it becomes a two week exercise per product. The first one takes the time, which is the argument for building it properly.
What did your last launch ship with?
If the answer is a datasheet and an internal email, there is a contained piece of work here that pays for itself on the next one.
See what a launch kit contains See case studies
Kunal Waghmare · Padmavati Hills, Mokai Vasti, Bavdhan, Pune, Maharashtra 411021, India
office@quiamo.com · +91 90216 02686 · English