Sales channels & Market Introduction

Now, we are heading straight to the next exciting step in our journey. Your product is still in the beta testing phase and running stable. You feel confident about the technology and the new product – your customers testing the product are satisfied as well, with the results.

Serial Production – complete internal processes

Before you can move into serial production and the subsequent sales, the internal process in your company needs to be completed. “Ready for serial production” not only means that the components are available for assembly; it also includes documents like assembly instructions, testing procedures and manuals, to just give an idea. After all these steps are done, the product is ready for sale.

In regard to testing, a new product needs to undergo an individual test as well as a system test. This individual test should simulate all necessary functions of the product and ensure that there are no problems. If the product is planned to be sold in a group with other components, another final system test is required. Thus, all functioning single components also function smoothly in the network.

Sales Strategy and Channels

How should I distribute my product?

Where are the markets?

There are many different ways to start sales activities for a product. It depends on the complexity of the product, as well as on the various markets. If my product would be a single component for a very wide mass of customers, such as a smartphone, I would ideally try to reach all interesting markets as fast as possible. If we talk about complex systems or machines, which are in need of installation and service and maintenance efforts, everything changes. In such cases, it is impossible to sell to all regions and countries at once. System installation, training and other services are essential. Where is the sense in selling a product, when your customer is not able to work with your product.

Your distribution model should be figured out at a very early stage. What do I cover via commercial agents, external sales offices or subsidiaries? The earlier you deal with this idea, the better you can plan and eliminate big problems before they even appear.

If you are sure what the sales strategy should look like in the last detail, sales documents must be completed. This includes product presentations, price lists for your different sales channels, brochures, white papers, videos, social media posts with success stories and many more.

Market Introduction

Now you have everything ready for the market launch. You can start with the selected distribution channels, but alternatively you can also use a trade fair or similar events as a "stage" for your market launch. This gives you the concentrated attention of customers and specialists.

I would always decide on a case by case basis how the market launch has to go. A certain degree of planning flexibility is the key to success. Make sure that you get plenty of feedback from your first customers - but also from your own colleagues. Always have a certain basic flexibility. Always try to be prepared for everything. With the market launch, problems can arise that you have never had in mind. But no one said that it is easy to turn an idea into a product. Believe in your vision and do not give up!