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Marketing a technical product to sophisticated prospects

Richard Rabins
One of the long established (but not always adhered to) rules  in marketing technical products (such as Alpha Five  business application development software) is that prospects don't want to be sold to!

They want to be educated and informed. They don't want a string of glowing adjectives telling you how wonderful the product is. They simply want information and examples of what other customers (who they can relate to) are actually achieving with the product in the real world.

It was therefore with great happiness when we came across this thread today on the Alpha Message board.

So what is the moral of the story?

Build a really good product that delivers on its promise and your customers will become your best advocates!

As always we are interested in hearing your story regarding the impact Alpha has had on your business.

Thanks for your support.

Richard Rabins

Alpha Software Corp.

richard@alphasoftware.com
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About Author

Richard Rabins
Richard Rabins

Co-founder of Alpha Software, Richard Rabins focuses on strategy, sales, and marketing. Richard also served as CEO of SoftQuad International from 1997 to 2001, when it owned Alpha. In addition to his 30 years with the company, Richard played a key role as co-founder, and served as president and chairman of the Massachusetts Software Council (now the Massachusetts Technology Leadership Council), the largest technology trade organization in Massachusetts. Prior to founding Alpha, Richard was a project leader and consultant with Information Resources, Inc. (IRI), and a management consultant with Management Decision Systems, Inc. Richard holds a master's degree in system dynamics from the Sloan School at MIT, and a bachelor's degree in electrical engineering and master's degree in control engineering from University of the Witwatersrand in Johannesburg, South Africa. He has served on the boards of Silent Systems, Legacy Technology and O3B Networks, and is co-founder of Tubifi www.tubifi.com.

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