Ask HN: I'm sick of watching junk software outsell mine.

[fbliss]

How did you overcome the engineer mindset to get your marketing/branding together early on for your product? I'm sick of sitting around watching crappy, expensive tools outsell my work that I know is better, but I have no budget at the moment to invest in marketing/site/sales team. Another one or two sales would float a true effort for a month or two, but I'm not there yet. Help!

BACKGROUND: I'm a very ambitious engineer, I'm confident in what I can do with a little push in the right direction, and I have this toolset that I just got to a "MVP" stage (and was paid decently for) - my client is doing everything they can to help me resell this to others because they are that happy with it and want me to stop struggling as a developer.

I just want some good, solid advice from successful engineers who had to cross over to marketing as well. Thanks!

[ajiang]

Two things you need at the beginning of starting a business: the ability to have a product/service and the ability to sell. The better your product, the less skilled you need to be at selling and vice versa. If you're doing it alone, don't underestimate the effort and skill needed to market and sell a product -- it is extremely challenging and is a big commitment either in terms of time and/or resources. You've made it easier on yourself by making the better product, but sales (especially B2B products) will never magically appear even with a superior product.

Don't view your competitors as people peddling 'crappy tools' or 'junk', view them as expert sellers, business people. Learn from them, figure out what channels they're using to sell. Are they reaching out to CTOs via LinkedIn? Are they calling directly? Are they doing targeted ads in the right publications? Pursue those routes and get your numbers up - at the end of the day, sales is very much a numbers game. Reach out to 100, speak with 10, sell to 3.

Similarly to how often Business guys underestimate the difficulty in the work of the Technical guys, it's really important to have respect for how truly challenging the marketing and selling is.

EDIT: I know OP is asking for specific steps he/she can take, but my view is that the first step is to have the right perspective on the problem and have a healthy appreciation for the competition.

[fbliss]

Thanks for the Input! You're right, I should be clear - I don't think these competitors suck at all, I envy their marketing and sales. I've spent time in sales myself. I just lack the resources to do it and continue my normal daily responsibilities to my clients, so I was looking for some anecdotal advice on how to get over that hump in any way possible.

Thanks for your response, very thought-provoking.

[teni]

Your comment just puts things in the right perspective. Once I came up with a solution that I was pitching to some folks. It was clearly better than what they had, BUT they didn't touch it. Lesson learned: Good product in the lab != Good product in market

[kkowalczyk]

You can do marketing and sales yourself.

In fact, since you can't afford to pay anyone to do it for you, you have to do marketing yourself.

Writing a decent product website isn't that hard.

For motivation, start by reading http://successfulsoftware.net/2013/10/16/marketing-hacking-t...

Then learn the basics of marketing (it's not rocket science) and apply the things you learn in practice.

[fbliss]

Thanks for weighing in. Its not a matter of whether I can do that, but rather, how to break into an already heavily-marketed-to vertical full of crappy vendors with aggressive marketing and sales staff, so that's what I'm hoping to gain some insight on.

[mattwritescode]

It really is a case of just getting the word out. I know on HN there is sometimes the need to conceal identity but here is the perfect place to put a link to your product (its free advertising).

What you need to do is spend no more time developing the application (unless for support for the next few weeks). Use the time saved to identify how your competitors market there tool, the techniques used etc.

Then you need to identify website where similar tools are discussed and go there with the aim of helping people. Every so often mentioning a particular product that you know very well.

It will mean that when people come to buy products if they see your softwares name it will be in there thoughts.

Likewise try to connect with people and businesses on twitter and publicly reply to them and there needs explaining how your software can help them. Its amazing the number of companies who do in-depth analysis of competitors conversations with clients and potential customers.

[fbliss]

Thanks Matt! That's very detailed advice, I greatly appreciate it!

[jefflinwood]

You need to leverage "the channel".

Basically, from what you described of your software (E-commerce for SAP ONE) - it's not out of the box software.

You'll need someone to do integration, training, support, sales, etc.

You can either be a direct seller, and do all of those things inside your company, or partner with consulting companies/agencies/system integrators that will resell your software, and then add services and support contracts on top.

Don't try to sell directly to customers - you can't afford to reach them, and you can't afford to be in sales cycles with them.

Instead, make it worthwhile for consulting companies who already have these clients to resell your solution. They'll be your real customers!

[fbliss]

You hit the nail on the head here, I can't afford to (nor do I want to) reach end users - that's why the system integrators are key, and I know they want a good solid solution to offer.

Thanks for putting a unique angle on your point, that helps reinforce my feeling on who I should be talking to. Its the same way I sell system architecture and development services - through designers who need it. Keeps me from dealing with end users who have no idea what I'm doing back there. (during the sales process at least) ;D

[fbliss]

Also, congrats on winning BattleHack Austin. ;)

[southflorida]

im no engineer but from a marketers stand point you may want to team up with someone that evangelizes your product and is willing to push it themselves... also if you are willing to pay a finders fee or commission on the sell there are a ton of marketers that have an existing list to sell to, whether it be webmasters, business owners or tech people in general. depending what it is you may be able to find some cheap platforms to run ads on, again, a marketer would point you in the right direction if you are willing to share the profits, even if it is a single digit percent. good luck!

[southflorida]

also, i just found this... it may help, again, good luck http://vandelaydesign.com/blog/blog-promotion/99-ways-to-pro...

[swalsh]

I think the first task is to tell people about your product... why didn't you post your product?

[fbliss]

The product is nearly greek to people except those who are

a) System Integrators (SAP BusinessOne and other possible systems)

b) E-commerce professionals

It's not an end-user thing, its not vertical market really either.

[benologist]

Talk to people you think would be your ideal user. Worst case scenario they say no.

[fbliss]

Thanks for weighing in, Ben.

I built it for the ideal user, I have a second one that is a luke-warm lead in the pipeline but currently getting screwed by a vendor who shall remain nameless. The problem is, these sub-par vendors have been around and have strong marketing, I have no marketing, and we both know marketing is what gets people's attention first.

I actually have one system integrator for the product this connects to interested, and I'd love to get more of them on board with it and selling it to their customers as well.