For High-Tech, the Selling Process is the Promotion

In consumer marketing, a promotion can often close the sale on its own. The customer is "pulled" into the store by advertising, with their mind already made up.

In high-technology, this is rarely the case. The complexity and risk of the purchase mean that an advertisement can only begin the conversation. The promotion is not a single event, but a long and complex process that is the selling process itself.

The High-Tech Promotional Process:

A customer's journey involves numerous touchpoints, all of which are part of the overall promotion. This includes:

• Seeing advertisements.
• Reading articles, manuals, and brochures.
• Attending seminars and trade shows.
• Receiving product demonstrations.
• Talking to salespeople and distributors.
• Meeting with company executives.

The Challenge of Consistency:

Because the process is so long and involves so many different media and people, maintaining a consistent message is a major challenge. This is why a clear and well-communicated product and corporate position is critical.

If the position is established early, all the promotional materials—from manuals to seminars to sales pitches—can be developed to support it properly. If not, the customer will be barraged with contradictory messages, leading to confusion and a loss of trust. Great promotions are programs of great complexity that require systematic management over an extended period.