You have a great R&D department that stands ready to turn customers on its ear. The challenge is convincing customers that your way is better – better performance, better results, better value.

As a general approach, educate the technical audience first, respond to their input, and then consider broad-based publicity for your idea. In other words, build a foundation of credibility for your new technology, then package it for the ultimate applications and customers.

Here’s a quick guide to placing your “disruptive” new technology in the marketplace:

1. Research existing technologies from a cost/performance standpoint. We can assume that your engineers have done this from an engineering standpoint. Set up a matrix of important considerations, and rate each competing technology accordingly. The gaps become your marketing strategy.
2. Seek the advice of senior editors and industry specialists. These folks have seen new technologies come and go, and can spot the critical need in the industry that might open an opportunity for your to exploit. Do not “position” your technology at this point in time; just listen and ask questions.
3. Seek the advice of potential customers. These might be existing customers who may be convinced to support your new approach, or new customers who would only be attracted your new capability.
4. Based on your research, create a technical and cost justification and outline a sample white paper and slide presentation to see how it plays out. If you can create a 20-slide presentation, you have the basis for your market positioning.
5. Begin target selling your technology. Circle back to the handful of customers you interviewed in the research stage. Get them involved in trials of your technology, and keep careful notes on their feedback. This is good information for the next step.
6. Begin educating trade editors whose job it will be to give your new technology legitimacy. If you can help them understand its technical and business advantages, they can help you gain broad acceptance in the marketplace. They can actually become part of your marketing as they do their presentations on what is new in the industry – a question they are asked where ever they go.
7. Develop a comprehensive white paper on your new technology that will serve as the basis for future industry presentations, technical articles, and selling pieces.
8. Plan the active marketing phase of your technology launch, but hold back until the technology is tested and stable. Determine at what point your technology will be fully productized and ready for a strong market presence. Think about using your web site first to carry technical papers and pr and then product information. If investors are part of the picture, create separate presentations that speak to the emerging market requirement that will make your idea commercially viable, and the ideal time period for introducing your technology for the fastest return on investment.
9. If your technology will be housed in capital equipment, think about investing in good industrial design that will give your technology the best possible product presentation. Consider a catchy product name. Think about graphics.
10. Put together a schedule of industry meetings and, eventually, trade shows where you can adequately demonstrate your technology. Consider other broad-based marketing tools, such as advertising and targeted e-mails.