What happens if your client’s company has a development and marketing department of its own?
This is mostly the case. And it makes everything more easy. Because we are especially interested in using the company’s in-house knowledge for new developments. We approach the company’s employees and involve them in the process. Thus, we are building the first connection with the company and create the necessary internal acceptance for what we are doing.
For it is the client’s employees who need to live with the new product after we have done our job. And this would not really work if an anonymous piece of paper falls out of nowhere after we are done. This would be completely wrong.
And this leads to a really difficult question: How do you achieve getting your client’s sales administration into the same boat?
Ah – this is the question of a true insider! As you are obviously very well aware, the reservation and scepticism of the sales administration can bring down many an ambitious plan. And in order to avoid that, we have to act skilfully.
For a start, the in-house sales administration provides us with a large amount of unfiltered information on the market, and especially on the competition situation. Therefore, at the beginning of our cooperation, we will have an intensive discussion with representatives of the company’s sales administration.
However, we do not involve the sales administration in the actual ideation for the new product. The department's competences do not include development – also if that is often not easily understood.
Nevertheless, we will involve the sales administration into the process prior to the product’s completion. We will ensure that sales aids will be available for the product's launch. This always meets high approval.
Actually, sales administrations notoriously pose obstacles which can be hard to negotiate – and as soon as you have achieved that, this is a real progress. What happens after the market launch? And how do you measure your success afterwards?
Soon after the market launch we ask our client for feedback. We are mainly interested in the novelty's well placement on the market. And after six months we can expect the first reliable evidence on sales figures. Of course we will compare those to our prognosis.
Then, we have to make small adjustments here and there. And despite our extensive knowledge about furniture development, we still continue our learning process with every new piece.
In order to make a simple thing ever more simple. And more contemporary. That is our goal.