This is reprinted here thanks to Ankesh Kothari at BizTactics.com . It made me remember to those nights of having to put the baby in the car to drive around so he’d go peacefully asleep. Only for him to awaken as soon as we were home!
Armando Cuervo has invented a device for cribs that simulates car motion and sound. This device known as “SleepTight Infant Soother” is excellent for babies who suffer from colic – a condition where an otherwise healthy baby cries for hours at end without any reason.
Research and tests conducted show that Armando’s device indeed works very well in making these
colicky babies stop crying. But even then, sales for Armando’s device are dismal. Many baby
stores carried these SleepTight devices. But very rarely did these devices sell.So after a year of dismal retail sales, Armando changes tactics. Instead of trying to sell his device via retail stores, he decides to focus on the “influentials” who could help him make direct sales.
Armando sets up a 1800 toll free phone line and starts accepting sales via phone. He then starts
sending direct mail to people who would appreciate the science behind his device: the pediatricians!Armando starts attending pediatric conventions all over the country too. And starts networking
with pediatricians – who are in a position to tell about his device to their patients.Armando’s focus on pediatricians pays off. Sales pick off, and his first year sales are very close
to $500,000!
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