# 062: Smoothing the Buying Process When Marketing Your New Product

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-02-09
- Length: 35m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-02-09-062-smoothing-the-buying-process-when-marketing-your-new-product
- Listen: https://productstartup.com/

## Summary

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.

## Chapters

- [0:45](https://hardwarepodcasts.com/podcast/product-startup/2021-02-09-062-smoothing-the-buying-process-when-marketing-your-new-product#t=45) Introduction: Eric Dickmann and the Five Echelon Group
- [5:24](https://hardwarepodcasts.com/podcast/product-startup/2021-02-09-062-smoothing-the-buying-process-when-marketing-your-new-product#t=324) Defining the Ideal Buyer and Target Audience
- [10:02](https://hardwarepodcasts.com/podcast/product-startup/2021-02-09-062-smoothing-the-buying-process-when-marketing-your-new-product#t=602) Differentiation: Emotional Connection vs. Features
- [15:02](https://hardwarepodcasts.com/podcast/product-startup/2021-02-09-062-smoothing-the-buying-process-when-marketing-your-new-product#t=902) Adding Value and Building Trust Before the Sale
- [21:25](https://hardwarepodcasts.com/podcast/product-startup/2021-02-09-062-smoothing-the-buying-process-when-marketing-your-new-product#t=1285) Simplifying the Buying Process and Removing Friction
- [27:31](https://hardwarepodcasts.com/podcast/product-startup/2021-02-09-062-smoothing-the-buying-process-when-marketing-your-new-product#t=1651) Post-Sale Experience and Personal Touches

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Five Echelon Group (company)
- Oracle Corporation (company)
- Apple (company)
- Amazon (company)
- HubSpot (company)
- Best Buy (company)
- IKEA (company)
- Mako Design + Invent (company)
- Virtual CMO Podcast (product)

## Related episodes from other shows

- [Investor Spotlight: Consumer Psychology, Channel Strategy, and What Actually Makes Brands Win — David Bell, Idea Farm Ventures](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-13-investor-spotlight-consumer-psychology-channel-strategy-and-what-actually-makes) (The Startup CPG Podcast)
- [Five Biggest Mistakes Hardware Startups Make with Customers with Dave Millman of BizDev Global](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-01-07-five-biggest-mistakes-hardware-startups-make-with-customers-with-dave-millman-of) (Predictable Designs Podcast)
- [239: How to Build a "Customer Advisory Board" and Create a Frictionless Customer Experience with Mandy Dwight (Dwight & Co.) and Anthony Leo (IPR Robotics)](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-06-03-239-how-to-build-a-customer-advisory-board-and-create-a-frictionless-customer-ex) (Manufacturing Happy Hour)
- [#047 - RERUN - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-01-31-047-rerun-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)
- [#066 - How to apply lean startup principles to hardware, with Ash Maurya of Leanstack, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2019-01-16-066-how-to-apply-lean-startup-principles-to-hardware-with-ash-maurya-of-leanstac) (The Hardware Entrepreneur)

## Citing this page

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