062: Smoothing the Buying Process When Marketing Your New Product

Product Startup · 9 Feb 2021 · 35m

What this episode covers

Eric Dickmann, President of the Five Echelon Group, explains how hardware startups can smooth the customer buying process by focusing on emotional connection rather than just features. He advises inventors to define a laser-focused target audience and differentiate by solving specific pain points, citing Apple and Amazon as examples of brands that succeed through strong emotional engagement and seamless user experiences. Dickmann emphasizes removing friction from the transaction itself, such as streamlining checkout processes, and maintaining authenticity through personalized post-sale interactions like handwritten notes to build long-term loyalty.

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early-stage companies

Topics

Mentioned

Companies: Five Echelon Group, Oracle Corporation, Apple, Amazon, HubSpot, Best Buy, IKEA, Mako Design + Invent
Products: Virtual CMO Podcast

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062: Smoothing the Buying Process When Marketing Your New Product

What this episode covers

Most relevant to

Topics

Mentioned

Related episodes from other shows

Investor Spotlight: Consumer Psychology, Channel Strategy, and What Actually Makes Brands Win — David Bell, Idea Farm Ventures

Five Biggest Mistakes Hardware Startups Make with Customers with Dave Millman of BizDev Global

239: How to Build a "Customer Advisory Board" and Create a Frictionless Customer Experience with Mandy Dwight (Dwight & Co.) and Anthony Leo (IPR Robotics)

#047 - RERUN - How next-generation retail looks like, with Vibhu Norby of b8ta, USA

#066 - How to apply lean startup principles to hardware, with Ash Maurya of Leanstack, USA