When you’re launching a new product or service, answer these seven questions to ensure it gets the customer attention it deserves and produces the new sales you desire.

Don’t Fly by the Seat of Your Pants! – 7 Point Checklist for Launching a New Product or Service

All too often a stellar product or service launch falls flat simply because the groundwork for product launch success was not done. In fact, data suggests that 64% of small businesses (or even more) don’t even have a documented marketing plan.

What you do before launching a new product or service option could be just as important as the product or service itself. Position your new product or service for faster client adoption using this seven-point new product launch checklist.

7 Things to Do Before Launching a New Product or Service

1. Identify “who” will want it.

If you’re launching a new product, chances are it fits one or more segments of your existing customer base (and target markets) better than others. Or you may be planning to add products or services that will attract new target markets, outside of those your business normally serves. In either case, successfully launching a new product or service requires that you identify “who” will want it.

Based on purchasing history, identify pioneers and early adopters among your customer base, or use your marketing to target pioneers and early adopters among members of your target audiences.

2. Specify “why” members of your target audience should want it.

Value propositions and competitive differentiators aren’t just for brands. You should be able to accurately describe – in detail – why members of your target markets would want any new product or service you plan to launch.

3. Court influencers and put them to work when launching a new product.

Based on purchasing history, identify pioneers and early adopters among your customer base, or use your marketing to target pioneers and early adopters among members of your target audiences.

• Invite them to pre-launch events
• Employ their feedback for product or service refinement before the launch
• Use their comments as testimonials and social proof
• Invite influencers to sample new products or services and share their experiences on social networks
• Share recommendations from celebrities and experts on your social networks and marketing communications

4. Create anticipation and demand before launching a new product.

Initiating communications about a new product or service beginning weeks – or even months – prior to its launch gives you the ability to create anticipation among your customers and prospects. Additionally, by creating demand prior to a product or service launch you will have a better idea of the level of product inventory (or service supplies) you will want to have on hand for the launch period.

5. Extend a no-risk trial proposition.

Money-back guarantees, free add-ons and other incentives can help to allay any concerns that your customers or prospects may have about trying a new product or service.

6. Make it an offer too good to refuse.

Reward those who are willing to pioneer adoption of your new product or service by extending a special trial period offer, free gift with purchase, financing options (for big-ticket items), or another inducement that makes it easier for customers and prospects to say “yes” than it is to say “no thanks” when it comes to trying your new product or service.

7. Create urgency.

Special offers and incentives should be time-limited, so that your customers are encouraged to try new products or services before they disappear. Likewise, if sales are less than anticipated or less than needed to keep a newly-launched product or service in your line up, encourage customers to purchase and to recommend it to their friends, co-workers or loved ones in order to step up demand.

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