Selling to the Expert User
Mailtraq’s versatility and customizability means Mailtraq is a favorite with the technical user. This group evaluate numerous solutions, downloading evaluations from the web, and reading Usenet postings before purchasing. For the reseller targeting this group the focus is on two aspects:
Name awareness – The first thing is getting the user to consider Mailtraq. Resellers play a significant role in publicizing Mailtraq’s existence, both by promoting it on your website and printed publicity, and by running publicity in the specialist trade press.
Reseller choice – The second thing is to persuade the user to purchase from you. The expert user will be price-conscious, but also be looking for strong levels of technical support, which they may be prepared to pay for. This group are unlikely to be asking simple setup questions – they have probably already tested the software before purchase – but will be pushing Mailtraq to the limits over the following years. Your distributor will provide you with free assistance to handle the most obscure questions, but you can build strong market share by getting a reputation for providing knowledgeable and accessible first-line support.