Issue link: https://iconnect007.uberflip.com/i/1361971
APRIL 2021 I PCB007 MAGAZINE 45 side: operators, quality, and program managers. ese strategies will get them to want to work with your company so they will overrule that buyer who only wants to go with the lowest price. Selling the best means being so valuable that, when one of your customers hires a new ac- countant/controller and that person wants to know why they are paying a 20% premium on your products (while bragging about saving them money by using the mediocre supplier they used at the last company), everyone will tell that person to shut up and mind their own business. ey will go on to talk about the ex- tra value that they get from working with your company. ey will talk about the value your company brings that far exceeds any amount of savings they can bring with their mediocre supplier. en they will say to be quiet and never mention that cheap and mediocre sup- plier to them again. at's how much they will value buying from the best. It's only common sense. PCB007 Dan Beaulieu is president of D.B. Management Group. To contact Beaulieu, or read past columns click here. • Trade shows: Shows are where you demonstrate how good you are. is is when you get to talk to people who are seeking help with their own products. Develop a good trade show strategy including a well-thought-out plan to get the right people to your booth. Go to the right trade shows, the ones where the right people will be looking for your expertise in the technology they need. Remember, do not go to a trade show without taking the opportunity to present a white paper. • Technical micro-ebooks: Imagine being the company that wrote the book on that technology, the one that your potential customers are reading and which they downloaded for free in exchange for their contact information—and that they refer to time and again when they need to check on something. I-Connect007 has gained a reputation for producing high- quality, educational books for their customers. ey handle everything from editing and layout to strategic marketing. An I-007eBook will position your company as the true industry leader, the true experts in your field and in your market. In the end, the goal is to get potential and current customers' technical people on your