A study in the Journal of Clinical Psychiatry.
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Selling Aging in Place Technology – It’s just a screenplay
Where's guidance on how to sell? One of my personal peeves about aging in place technology is the lack of marketing and sales information. With a purported gigantic market (aging tsunami and all) plus lots of sales people trying to earn a living, you’d think it would be a snap (and it should be). But there is a dearth of information from vendors about how to sell it easily and very little help from vendors on local or national marketing efforts. Frankly, I think many of us get too enamored with the technological guts and product features and forget how to sell the benefits of a technology servant.
Who are the 'characters' and what do they want? I recently purchased Contour screenplay software and thought this would be good place for aging in place tech vendors to start with their message. “Just answer these 4 questions: Who is the main character? What is the main character trying to accomplish? Who is trying to stop the main character? What happens if the main character fails?” Can you answer these questions for your product? Let’s run through these questions using TV Ears as an example.
- Who is the main character? The wife of the hard-of-hearing husband.
- What is the main character trying to accomplish? The wife is trying to live in the same house with her husband of 40 years and tolerate his increasing deafness.
- Who is trying to stop the main character? The husband who watches TV too loudly.
- What happens if the main character fails? The wife will leave, get a divorce or start hating the husband.
I bet some of you thought that the main character was the husband. Wrong. The TV Ears slogan is “TV Ears saved my marriage.” Pretty obvious after you answer the four questions above. Who is the main character for your product or service? Are you sure about that? Take 15 minutes and figure it out. Buy the software if you need to. And then share that information with the people trying to sell your product and your marketing folks. Please.
Susan Estrada is the founder of Happy@Home, a new product testing and review site, and will offer her perspective in this blog from time to time.