Marketing Meeting Tue Sep 11, 2018

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  • SPIN marketing - situation, problem - https://www.pipelinersales.com/learn-crm/sales-techniques/spin-selling/
  • 80% of time should be customer calling - you don't get to see problem or how to solve it, and objections are unsaid
  • A lot of it is creating an expertise - with mutual understanding. So people raise objections and address them.
  • If you have good knowledge you
  • Situation - questions getting insight about problem. Under 5 minutes.
  • Typically - you are not their number one priority. Or otherwise they would have found you already. There is a process for eliciting situation.
  • Problem - identify the pain.
  • Implications - we have no information on that. What does it mean for you from their perspective if something doesn't happen. Under 5 minutes. Elicit solutions to problem. Find out what happens if we don't address the pain.
  • Need-Payoff questions - from implications questions - go to 'what difference would this product make if your need is solved'. Ask them - if you solved this pain point - thne
  • Questions - frame as questions - as they are the expert on what they need.
  • There are strategies for how to reach other decision makers in organizations.
  • FabLab Barcelona has 30 3D printers. Question was can you buy 3 RepRaps instead of 1 Ultimaker.
  • In sales process, use sales prevention if a person thinks that 3D printers require no education to use.
  • Make sure we communicate the need for a skill set
  • Ferdi's friend runs Blocks, a 3D printer company
  • Neil Rackam, book on SPIN marketing
  • http://www.pardavimuformule.lt/wp-content/uploads/2017/02/Spin-Selling.pdf
  • SPIN is a lot about listening. LingoLive - got an intern to interview people. Different situation between research questions anactually selling.
  • Getting to the right person is important - who is the decision maker?
  • Who is the decision maker for workshops at libraries.
  • There can be rigor around finding a decision maker
  • You can always be creating a new product. What is critical is qualifying leads. So you know what you are selling. Choose one that is the biggest pain point that leads to most benefit.
  • What is the real need
  • Corporate espionage - or market research
  • Ferdi - 3D printers are regional. People bought one and they promote it.
  • We sell knowledge, not 3D printers. Sell knowledge to build machines, not products.
  • 80% of fab lab product goes to the garbage.

David at Hammerspace

Reframe

  • Goal is generating income -
  • We're not selling 3D printers, but new way to see the world.
  • We're building capacity. Brand - Build Yourself, Build Your World.
  • Real World Problemsolving - applying that to hardware
  • It's not build your own product - it's about changing how you think about the real world and material productivity
  • Didn't care about what I use a 3D printer for - it's an excuse for learning a different skill set.
  • Think about system how to solve a material production problem

Reframe

  • RepLab - FabLab with open source tools.
  • Keep logistical model - but sell the experience - not a product
  • We do not undermine the Grand Vision of OSE
  • OSE Academy - residents - $5k - for a half a year - triple the price if food is included
  • Workshop focus - how to use the machines -
  • Replicate - the microfactory - still experience economy
  • Ferdi - taking something home is not important -
  • Small changes at a time - 3D printer workshop
  • "How do we ask them questions of what they need"
  • Price point - $350 - for 10 people. Selling team, agile, scrum, experience. Different price tiers. $800 if take printer. Buy into teams
  • HR vs Sales at PayPal and donate to a community org. Corporate sponsorship
  • Kauffman Foundation
  • OSE Maker Weekend -
  • Fab Academy has invited lectures - direct FabLab students for collaborative projects
  • Jens Dyvik - os machines? https://github.com/fellesverkstedet/fabricatable-machines/wiki - documentary online
  • https://zoescope.wordpress.com/2013/09/08/a-documentary-on-making-living-and-sharing-by-jens-dyvik/
  • Jens talks about collaborative product development
  • $250 per seat - 4 person teams, 24 people, 6 printer builds. Half the cost is parts. We don't tell them about it. We're working on the experience.
  • Merch - t-shirts. $25 a pop.

Transformational Objectives by Alex

  • 1 we can own the means of production [open source ecology]
  • 2 it's not hard to engineer: it's accessible to do
  • 3 you don't have to do it alone (individual focus vs. building on a community path)

And to a lesser extent:

  • 4 build it yourself, fix it yourself: full ownership.

(build/own, build/fix, build=>something else)

  • 5 make complete products w/ multiple tools

Links

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