NONE: Re: ONLINE-ADS>> Highly-engineered Products
Re: ONLINE-ADS>> Highly-engineered Products
Michael J. Patrick (mjpatrick_at_filament.com)
Tue, 24 Nov 1998 23:00:22 -0600 (CST)
MATTHEW DA SILVA <MDASILVA_at_IBD.YAMATAKE.CO.JP> WROTE:
>....I'd like to ask, because I've never, ever encountered one,
>if a Web services co. exists which specializes in serving
>highly-engineered sectors such as electrical and mechanical
>engineering, process and chemical industries, semiconductor,
>heating ventilating and air conditioning and other such
>industries.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Some of your observations in Online Advertising Discussion
List were essentially correct. But, our experience has been it
rarely is Web problems we encounter per se, but more general
marketing and communications defeciencies that prevents HE
companies from benefiting from the Net.
MATTHEW DA SILVA <MDASILVA_at_IBD.YAMATAKE.CO.JP> WROTE:
>The reason for this may have more to do with fear than with
>ignorance. Even without the Internet, marketers having
>experience in high-tech (ugh) shivver with trepidation when
>confronted by the difficulties in HE cos. of how to forge
>customer relationships that are based on something as vague
>and uncompromising as technology. As always in such cases,
>expert opinion is hard to come by.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Our experience has been EXACTLY the opposite. People
involved with HE will crawl through hot coals and surmount
incredible language and cultural hurdles to get a component
from a supplier that will make their product excellent. Math,
engineering and manufacturing have far more common
ground and vocabulary than other fields. Customer
relationships will not be vague, the people who purchase
your product may die if a 30,000 RPM spindle fails on the
shop floor. Your product and it's performance IS the most
fundamental component of your relationship with a customer,
followed by it's on time delivery and it's fast service: Alas,
for most marketeers, this doesn't leave much room to
squirm and most traditional tactics based on emotion
to close a sale will horribly back-fire.
Now, most engineering personnel do get hives around
marketing and advertising types because of a nagging
cultural indoctrination that advertising and marketing
somehow mean deception....and I think most
marketing types don't have the mental discipline to
gain a basic understanding of the technologies they
need to represent.
On or off-Net, the company which does the best job of
educating the customer will get the business. Maybe
not the first sale. But all the rest of them. The second
thing is a local, preferably industry specific reference
the customer can call unannounced. Tools that people
internal to the customer can use to make their case for
your product, such as spreadsheets, case histories,
photos, CAD models, etc.
...and lots of patience.
MJP
---------------------------------
Michael J. Patrick
mjpatrick_at_filament.com
Filament http://www.filament.com
CAD/CAM, Internet and Multimedia Development
2000 Benson Road S., Suite 115-137, Renton, WA 98055
425-254-9747 Office
206-727-8066 Fax
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