Here’s a shopping tv infomercial pioneer. According to the above-linked bio,
“Since  he has been involved with over 500 product launches that resulted in sales of over $4 billion worldwide with 20 products that reached individual sales of over $100 million”
Kevin Harrington then could well be a man that knows a great deal about how to sell a new product. In the January 2011 edition of American mag Success, he shared the ten attributes he looks for in a new product.
It’s a fascinating insight into the world of rapid-fire consumer selling. But are there parallels with b2b solution sales?
Well, thankfully there’s plenty of worthwhile crossover here. Let me highlight the three chief gaps I’ve seen launches fail over based on this collection.
the problem solved is not polished anywhere near enough
third-party references of “magical transformation” are neither hunted down nor constantly used
pitches are nowhere near snappy enough and are mainly “fluff”
As they themselves tease ahead of the checklist, ‘how does your product measure up?‘