141: Top Processes for Driving Consumer Hardware Product Sales

141: Product Sales Process for Hardware Startups

September 14, 2022

With Scott Brogan, President of Company Expert

Hosted by Kevin Mako of MAKO Design + Invent

141: Product Sales Process for Hardware Startups
141: Product Sales Process for Hardware Startups

Scott Brogan is the founder of Company Expert, a sales process consultancy that has worked with over 100 emerging brands. He has spent over 30 years in sales, including working for 7 Fortune 500 companies in sales capacities. Today, Scott is going to share some valuable knowledge on how inventors, startups, and small manufacturers can start to build a process around identifying partner companies to sell to, preparing how to give your pitch, and how to improve your sales process over time to rinse and repeat.

Today you will hear us talk about:

  • How do you start selling a first product
  • A system and a process for sales
  • Sales is solving problems for your end-customer
  • Leveraged sales partner play
  • Start with a goal
  • Figure out who specifically you want to call, then how to position yourself to that buyer.
  • Write down your sales process and strategy
  • Competitors are, distribution, strengths, weaknesses, threats
  • Who within a prospective buyer company should you be calling
  • What are the buyer’s pain points and opportunities
  • 7 people are usually involved in a purchasing process
  • The multiple stages of competency in sales
  • Start the sales process by learning at the beginning
  • Feedback loop in sales.
  • Always write down objections that are asked, and how you respond.
  • Enthusiasm is powerful and can help you overcome mistakes as a new seller
  • Have the personal story of why you made this product ready
  • Bringing the science into sales.
  • The sales industry is not mature, there are lots of improvements you can capitalize on.


Scott Brogan / Company Expert Links:

The Product Startup Podcast Links:

Mako Design Links:

Kevin Mako Links:

Thanks for tuning in! See you next time.