Introducing a BIG product to a new market

11 replies
Hi Everyone,

I have been to these forums as a lurker many times, but just now looking at actively participating. Our company turns 25 years old this year and our product is huge. We have spent the past year breaking it up into modules to make it more accessible for affiliates to sell.

We have a fantastic product and lots of upsell opportunities with it. Users can branch off into whatever direction is right for them. We are based in Boulder, CO, have our own tech support and a loyal existing customer base that can give reviews. There are already loads of videos both for selling and training and we have thorough documentation.

So how do we get started? Any and all advice is appreciated.

Thanks,
Bruce
#big #introducing #market #product
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  • Profile picture of the author pronetsolutions
    Don't take this wrong, but I hated your website. I think I clicked on an average 4 - 5 times just to get to a product to see what it really was, and in some cases it was very unclear what the product actually did. It mentioned your Channergy product, which by the way I had no idea what it is either and the description did not really tell me anything about your core product.

    First thing I would do is re-organize the website. Probably not the feedback you were looking for, but I really didn't look around on your site much as it was taking way to many clicks to get any valuable information about your products.

    Thank you,
    Kyle
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  • Profile picture of the author Kay King
    I disagree - the pages on 'what is..' and video on the landing page explain the offer. IMO, this is not an MMO site - but a site with visitors LOOKING for this sort of solution and interested in reading all the pages provided.

    Moving into the 'affiliate' area means findings ways to attract affiliates CAPABLE of selling a 4 figure technical solution. My guess is only a few forum members here would have the expertise to advise you on it (and I'm not one, I'm afraid) or to promote the products.

    Search results for the brand name are numerous - though an empty blog and an empty Facebook page aren't smart. Would be good places to promote 'affiliate' opportunity. At this level (referring to both technology and cost) you may need dedicated content aimed ONLY at the affiliate 'opportunity'.

    Do your competitors offer an affiliate program? If so, do some research to see how and where they promote it. I could be totally off base (and if so, sorry) but seems to me your potential affiliates are developers, business management services, perhaps high end coaching providers.
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  • Profile picture of the author savidge4
    Originally Posted by Channergy SE View Post

    So how do we get started? Any and all advice is appreciated.
    lets start with an easy question... by percentage what amount of sales are made through your online efforts without tech or sales staff influence? I have my guesses here but would like to know for sure before I get into some amount of detail for you.
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  • Profile picture of the author Channergy SE
    Thanks everyone for your feedback. The current Channergy site is not what we would use for the affiliate product (Channergy SE). So I can see how that would be confusing. In answers to your question savidge4 no one buys just by visiting our site. We do direct sales only for Channergy.

    Channergy SE would have a standard funnel with an OTO or two.
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    • Profile picture of the author savidge4
      Originally Posted by Channergy SE View Post

      Thanks everyone for your feedback. The current Channergy site is not what we would use for the affiliate product (Channergy SE). So I can see how that would be confusing. In answers to your question savidge4 no one buys just by visiting our site. We do direct sales only for Channergy.

      Channergy SE would have a standard funnel with an OTO or two.
      This is what I expected... maybe not a flat zero but in the neighborhood. Now why I say this.. I personally am maybe not your perfect client... but maybe close. And your site was creating far more questions than answers.

      I am going to just throw this out here because you seem like a smart guy... would it not be in your best interest to make a transition with your existing product to include a online purchase option before introducing a complete online option ( SE )?

      As I see it, direct sales are on one end of a spectrum, and online sales are on the other. So you are left with no source of reference in terms of the changes that need to be made to make SE #1 sellable online and #2 sellable as an affiliate. And even those 2 points are stretches on the spectrum line.

      My concern from the outside barely looking in, is there appears to be a major learning curve and rethinking of sales tactics ahead of you. And catching affiliates and yourself in the middle of the learning process will not fare well short or long term in relation to your goals for SE.

      Again as I am seeing it... Starting that transition with Channergy there can only be gain in terms of sales of product.. and then migrating that knowledge into SE is going to create a smoother more efficient launch for both yourself and for the affiliates you may gain.

      I hope that makes sense... and please by all means correct me if im wrong.
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  • Profile picture of the author Channergy SE
    We do have an online store and our customers can buy any of our products there. But you're right that Channergy has a high learning curve. The goal of SE is to break that up into easier modules (e.g., orders, inventory, customers etc.) so we don't overwhelm a new prospect. And unlike Channergy that will not be a relationship sale where we call, do a demo, email back and forth etc but a simple solicitation, funnel with a purchase, online tutorials/webinars etc. So it is indeed a complete paradigm shift for us.
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    • Profile picture of the author savidge4
      Originally Posted by Channergy SE View Post

      So it is indeed a complete paradigm shift for us.
      So I suggest a 2 fold approach.. you need to be looking at ZOHO and their online sales funnels and overall approach. Maybe not an exact match in terms of product but very very similar on a whole lot of levels.

      Next would be searching "Channergy" and identifying your current 3rd party "partners" Start looking a bit and there are some instances where you can "claim" the listing, and that is something you will want to focus on. You then simply want to approach each of these with your new product and service the daylights out of them. Which will create the obvious avenues to the new SE product, but a more educated channel of information for your Channergy product. Kinda a win win.

      Something I suggest for your primary page is creating the split. Making the choice for your Full service Retail services product, and then the lighter build it as you need it SE product.

      So earlier I said that direct sales and online sales are at far ends of the spectrum... With online sales there are no "Objections" and no opportunity to clear those. With online we call the points of unwillingness to buy "Friction" and its your job as an online retailor to remove the friction involved in purchasing your product.

      I am going to assume that separating your product into modules was to decrease the price point, or in terms of friction, not paying for options the prospect will not use.

      The one thing I noticed quickly was the lack of knowing exactly what platforms can be directly integrated. I would suggest this is The BIGGEST of big deals... from a buyers and a sellers perspective answering the question Does this product work for me? From a prospects perspective "Me" is the platform or many platforms and how this might integrate.

      To give you an example. Me personally I use:
      • WooCommerce
      • Shopify
      • eBay
      • Amazon
      • Sears
      • Etsy
      • Infusionsoft
      • Pinterest
      • Craigslist
      • Facebook Market Place
      • Trade Shows
      • Pop up Stores

      And that's only a partial list - and only a list for my physical product aspect of my business. So If I personally am looking for a Omni back end product.. I get I may not cover all of it, but I would want to cover a vast majority.

      And that list I don't think is very uncommon among many in the ecommerce market space - and these would be the people I would think to be your primary targets in terms of onboarding. You simply don't wont or need to onboard someone that sells only on eBay, or only on Amazon. I think the moment they are multiplying online channels or integrating offline sales channels things get interesting and a need for a consolidated omni back end becomes something of interest.

      Hope that Helps!
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  • Profile picture of the author Channergy SE
    Thank you, that is a huge help. We have a lot of work to do before launch.
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    • Profile picture of the author savidge4
      Originally Posted by Channergy SE View Post

      Is this the Zoho page you recommend we copy?

      https://www.zoho.com/crm/?network=g&...4aAuLcEALw_wcB
      Something like that sure.. but whats more important is what leads to getting there... that page isn't going to do a thing for you without preselling before you get there.

      IF you are serious about releasing this product.. I have to ask why your don't have WooCommerce functionality? (its only runs 25% of retail on the internet ) Once you drop out of the Enterprise levels of your niche platforms scatter quickly. be it Etsy or Pinterest or Facebook or Instagram etc, Woocommerce has already existing cross platform management, which means opening up Woocommerce opens up a lot of platforms for YOUR users.

      The best I can tell... https://www.sellbrite.com/ would be a direct competitor? That was bought by GoDaddy in April this year.

      Again as far as I can tell... what separates SE from SellBrite is the foundation of brick and mortar selling. which quickly translates into pop-up stores or flee markets or trade shows or anything else along that line. MANY that sell on multi platforms online actually participate in activities such as that. To be a platform catering to those needs would be important.

      So again its not about the lander that gathers the information to sign up... its how do you get the end user there to do that. No WooCommerce, and me personally... you lost me ( just saying ) and I think I would be far from alone with that. ( again 25% of commerce sites the world over - WooCommerce )
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  • Profile picture of the author Channergy SE
    We do have a WooCommerce site. Check out www.channergy.com/shop

    We would probably set up a separate store for SE. SellBrite is similar and Channergy does have listing capabilities so it is both that and a backoffice for brick and mortar. That really sets us apart.

    Thanks for all the help.
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