The biggest test is, will they pay for it? We’ve made some big mistakes with this. One of the first dehumidifiers I designed was one that was also a mobile cooler so people could use it all year. I don’t think we ever sold one kit.
Marketing strategy
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We went to other businesses to talk to people who’d been there, done that, people who were right up there enjoying huge amounts of success. We used that ‘help’ word instead of ‘time’ or ‘advice’. That word really worked and loads of people did give us help. We also learned that once you got in front of somebody for an hour or...
In terms of building a client base, we made a list of everybody we had an opportunity to do business with, then whittled that list down to which ones were going to be the cheapest to serve. It’s a lot cheaper for us to serve Newcastle than it is to serve Plymouth.
I rang them up and tried to arrange as many meetings as possible...
Software sales were only the first step for Sage.
We realised that customer support was just as important as the software and introduced maintenance contracts.
It created a recurring revenue stream that continues to outstrip software sales 2:1
What really led to the transformation of Sage was that we saw that the Amstrad Word Processor was just a word processor – it was a computer with an operating system.
We created a market that didn’t previously exist.
It had been all about gaming – we went to an exhibition and were the only exhibitor selling business software...