Positioning an instrument against an entrenched incumbent
Why a better specification does not move a lab that already owns a working machine, and what does.
Who it is for. Marketing and commercial leads at instrumentation companies selling against an approved method.
What is inside
- Why a better specification does not move an approved method
- Switching cost, decomposed: validation, training, risk and politics
- Where an incumbent is genuinely the better choice, and saying so
- Finding the segment where your advantage actually matters
- Constructing a claim a technical evaluator will not argue with
- Language to avoid in a competitive comparison
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Who wrote it?
Matthew McGann, President and Owner of Particle Analytx. Eighteen years in analytical instrument sales and marketing — see About.
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