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CEM is “the world's leading provider of innovative microwave systems and solutions for critical laboratory applications” The original product was an automated microwave
The CEM Traditional The first In 1981 – I AVC cost joined – CEM -MP, the manual original thermal selling around US$10K (in mostly to avimetric (weigh-dry-cool-reweigh) mated microwave labs = 1-4 1981!). moisture .method .. hours or more zer” ran a test in <5 min.
CEM was not CEM Labs an “approved analyzers were eferred batching method” – not “official” “expensive” and required ens of samples at a time constant attention results
Slow Early Sales - Lab managers often resisted buying CEM’s analyzers because:
Talking with the few buyers showed that:
Value NOT lab $$$$$ Generally bought by justification efficiency. . . but timely data production to inform – not the lab
Simple The Wrong Value Proposition to the Wrong People
OLD Faster analysis = greater lab productivity/ efficiency/flexibility Who? – Lab manager/QC
NEW Faster analysis = “real time” info to save or make money Who? - Line Management
What do your customers want? – Listen What are their motivations? – Ask Questions AND OBSERVE (what keeps them awake?) Do you have successes? – Understand Why Do you have failures? – Understand Why Where do your potential customers meet? – Go there What do your potential customers read? – Read It