This section explains how to develop a marketing strategy. It shows how important is for the company to prove an excellent commercial quality (in order to reach the capacity to reduce production costs), improve product or service quality and technical assistance; or just to reduce prices by improving procedures and people. 

Obviously, we may fix a price for the product. If the product is new, the process can be hard. Nevertheless, it is possible to fix a price based on the added value analysis that product offers to the customer. 

Costs related to production, marketing and distribution, etc. may be estimated and distributed per unit of product (making a price tag). This is the reference point from which the difference between the product value for customer and its cost may be established. The decision of this amount may be coherent with the position that company wants to reach (Rolex does not sell watches, but luxury). 

Once the marketing phase is finished (and, therefore, the price is fixed) sales process may start. It is important to distinguish sales and marketing. Marketing is a concept that goes together with the company's strategy (see point 2) and spots potential customers. Once potential customers have been identified, marketing assess them and makes them the product target (once their needs are complied). Selling is the communication process with potential customers and the conversion of their interests into final orders and money. 

Once the existence of an order in the market is ratified, it is important to draft an operative sales strategy. The essential elements that may be taken into account are: 

• To identify a big enough number of big companies that can be potential customers. 
• To identify people in charge of purchase decisions in each company. 
• To elaborate a customer list arranged according with purchase potential. 
• Training commercial personnel in sales techniques. 
• To develop a message for potential purchasers. 
• To develop appropriate answers to sales opposition and objections. 
• To turn customers interest into a purchase.     

This operation requires a plan that reaches the use of sales personnel, distributors, agents, product accounts or promotion shows. Monitoring processes of management may be established in order to warrant the contact with the appropriate customers, in the planned period of time and to fulfil the desirable results. 

Decisions related to the preceding points may be reflected in the commitment or result depending on the number of workers and the corresponding costs.  

Control list  

Do you have the competitors' price-lists? Has a detailed costs breakdown been done for each phase of product sale and production? Has a functional analysis of the prices been done in order to compare our product with the competitor one? Is there a price based on the three preceding points, reductions and sales conditions included? Do you have already prepared information, brochures or documents about the product? Has a press release been done addressed to the media and articles addressed to specialized publications (or research ones...)? Has a budget been done to give publicity and promotion? Have training programmes been made addressed to sales personnel? And possible answers providing information?