Trust me, it's as basic as that.
This is business, not personal.
Since I'm a list guy, I have a list for getting a camera to market.
1. Price it. Not just the body, or the finders or the new lenses, but everything. Body, finder, lenses, legacy lenses, where you can get them, what they cost in each market. I routinely estimate jobs in three markets, like Portugal, San Francisco and New York and do it down to the fine detail of talent, catering, weather, location fees, etc. and if my studio can go to this detail, so can Sinar or any company.
2. Meet the delivery deadlines. If you won't have everything (underscore everything) out at a certain time, then give yourself a longer deadline. Don't miss it because the moment you break a promise you lose credibility.
3. Demonstrate the software. Look at Adobe's Dr. Brown videos. Those are on point and easy to understand. Show your software in action. Show what happens when a series of files have to be renamed, or moved or background processed. Durinng this, shoot 12 frames and pull the firewire cord to show how easy (or not easy) it is to reconnect. Get that information on the web and in downloadable fashion and prove to your customer that you are not the best solution, you are the only solution.
4. Once again, get it in rentals. I don't expect to find a new Hy6 in Des Moinse, but I do expect to rent a backup (if needed) in Paris, London, Milan, New York, Tokyo, Hong Kong, Miami, Los Angeles. You'd be smart to add Dallas, Chicago and Barcelona.
5. Put this camera in good photographers hands and get some beautiful imagery shot with it.
I and a lot of others are approached by camera companies. Some are quite good and honest at marketing and others well to be polite just seem to be all over the place. Have great photographers shoot great imagery and treat the people that use your cameras with the same respect you want for your own self and company. Keep the marketing honest and to the point and show beautiful imagery.
6. Once again clarity. Don't spend time driving over the backs, putting them in microwaves, or calling something full frame that is not full frame. Your selling to a professional market and the message should be simple and professional. As gwitif says, look at Apple. It's to the point, it's professional, it's clean, it's available.
7. Follow up on everything. I've owned about $140,000 in digital cameras and backs and not once have I had one company or dealer call me and ask if I was happy with my purchase. I can take my wife's car in for an oil change at the dealer and I get three calls asking if the service was satisfactory.
8. Respect your customers. (See #7). Don't send out generic lists asking for 15 minutes of my time to slot into some kind of focus group presentation (See Hasselblad for what not to do). Make the call, ask the questions, volunteer your services and even if your customer declines he will always appreciate it.
9. Get in front of the hard issues. See Yair of Leaf and Rick of Leaf Of America for this example. If a customer has a problem then get in front of it, get a result and give an answer. Rick is available 8 hours a day, Yair I think 24 hours a day (sorry Yair) and they get to a result. Theirry I'm sure your good in your market and obviously good on this forum, but once past you there doesn't seem to be a lot of information from Sinar. Correct me if I'm wrong.