When selling is teaching

All publishing industries are living tough moments. In part is due to the impact of technology and massive use of it by people. Change is happening at every level and at every process....every day.


Traditional selling and marketing processes are inefficient, specially for new designed content product and services. This is just a small portion of the problem, but an interesting one. 


How do we tell people a new product or service is better than the one they´re already using... and is working fine? How do we change the way they are using information and content? How do we insert technology -more technology- in their life and work?


I believe in one answer: we first teach them.


Presenting and showing new content or information product and services is always fascinating. But much more fascinating is when people starts to buy and use your product and they tell the world about it. And even more fascinating when they start to build guides and recommend it in their blogs, twitters, networks....in their digital world. And, maybe, the best of all is when they become anxious for the next release, the new functionalities, the new contents you are going to present them in a few months.


This occurs because they've learned how to use it, they are excited about the benefits they obtain and, of course, that paying the price is fair.


If we first start teaching how to use a product we will have two good inputs: what issues are not resolved the best possible way and the barriers people have to buy and start using it (price, content, format, hardware, mobility, dependencies and more). We will have the opportunity to solve them and go on. But the best thing is we could transmit the passion that is behind every creation of a new tool, product or service. If we become a "positive engine" to energize the others, the best of your creation is exposed. So imagine having this "power" in every training session of every single product and service you want to sell.
Introducing a new technology is also a part of the teaching process. 


To face this circumstance we need to focus on two realities. The first is: the more simple the technology is, the less time a person will need to adopt it; and the second, the new technology has to solve problems and not to create new ones. If during the selling process, which now has to be the teaching process, the user understands both correct, 90% of the work is done.


I truly believe that, to sell, teaching is much more effective than just exposing the product. I will apply this belief  from now on and tell you my experience in a few months.

Medical images databases

I’m currently working with my team on browsing the images contained inside an ebook in a 3D environment. Tho objective is have a better navigation of the images and access the clinical cases from them. Doctors are used to see lots of images during their daily work, so it is important to navigate medical content databases the same way.

See this video I just made for better understand what we are doing:



Any comments and ideas are always welcome.

A good reason to change to Mac

A research company has determined that using Mac in a business environment is better than using Windows PCs from two points of view: time and money. That means, changing to Mac is a logical move if we want to increase efficiency and generate internal cost savings.

Nucleus Research has been doing a study in a company with 1700 employees.
Mac and Pcs are both used in this same company and after the analysis, Nucleus reported two important issues:

1) Macs have 33 per cent fewer problems than Windows PCs in a business environment;
2) Mac trouble tickets are closed 30% quicker.

Conclusions are obvious: people using Mac could have 33% more time to be efficient and, if they have problems with their Macs, they can go back to work much quickly than PC users.

That seems to be a very good reason to change to Mac