Yellow Pages

I didn’t study to be an engineer (thanks to a guidance counselor who thought I should be an estate agent), but I’ve been working hand-in-hand with engineers and technical buyers for the past 15 years. The result is that I’ve become one of them. We engineering-types look at marketing from a totally different perspective to consumer marketing.

For instance, you can’t really sell to an engineer. We don’t really care about your perceived benefits and shiny brochures. We care about cold hard facts. And we love details. Give us charts, calculations and case studies over shiny ads and you stand a better chance of getting us to buy from you.

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