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Last Update: Thursday July 29, 2021

Key Idea: Teach To Sell

It takes time to explain complex new ideas and you must be willing to do it.

Key Question:


A new product usually doesn't sell itself.  A new product needs to be sold by educating the prospects so inventors must be teachers.

Q: How does NoUVIR win new customers?

A: They do seminars that are hosted by museums where they can demonstrate the value of their lighting. The seminars last an entire day! The big vision for NoUVIR is to change the way we see and to protect the art and treasures of the world. With a big vision like this, they need a whole day to explain. Really, NoUVIR is all about changing what has been institutionalized and this makes the sale even harder.

Its customers are typcially non-profit institutions with slow decision-making processes who have to please a board of directors. NoUVIR must give the people who attend their seminars detailed information that the attendees in turn can use to pursuade the powers that be back at their own museums.

Think about it

Are you upset that more people don't buy your product?  Do you need to do more teaching before your expect to close a sale?  What can you do to provide more in-depth information to prospects?  Is your product or service understood fully by the people you want to sell to?

Clip from: NoUVIR: Lighting Is Big Business

Seaford, Delaware: The bold among us take on the giants of industry.  This episode of the show is a classic David & Goliath story. Their slingshot is the US Patent & Trademark Office and Goliath looks like GE, Osram Sylvania, and Phillips.

Meet two small business owners who have slain the giants. Their advice for inventors is timeless.

Ruth Ellen Miller and her ever-inventive father and business partner, Jack Miller,  are  two of the brainiest people we've gotten to know and we've met lots of geniuses since the first episode back in 1994. They hold over 100 patents; they're expert witnesses on patent infringement lawsuits. And, they truly understand the heart and soul of intellectual capital. Their lighting business is the working evidence. Museums around the world come to them to provide the type of lighting that does not damage physical artifacts.

Their company is NoUVIR.  They create pure light -- no UltraViolet and no InfraRed. UV and IR found in typical lighting will destroy art and artifacts over time. 


Ruth Ellen Miller, Co-founder

Highway 13
RR4 Box 748
Seaford, DE 19973

Visit our web site:

Office: 3026289933

Business Classification:

Year Founded: 1990

Teach To Sell

HATTIE: So the only thing standing between you and getting huge is educating...

JACK: Time. It takes time. We give seminars four or five times a year by invitation to a major museum or a museum association and we contribute our time. It takes time. We do a full day of teaching. It takes usually a day to get there and a day to get home. And we contribute that time free. But they'll pay our travel expenses. And they'll typically invite 50 to 100 people and charge them $50 to $100 each to attend the seminar, pay our expenses, put on a nice luncheon buffet and everybody learns something. And then there'll typically be 12 or 13 museums represented in that group, and a few months later, we start getting the increase.

HATTIE: All right. I wanted to ask about the link, the sales cycle, because a lot of small business owners get very frustrated with the link of time it takes to close a deal.

HATTIE: So how do you make it from, you know, to getting the deal? You go out there and you spend all your time and money and effort to make a sale and it doesn't come for a year.

JACK: Patience. That's about--the gestation period is about a year.

HATTIE: (Voiceover) Jayne Armstrong is the district director of the Small Business Administration.

JAYNE ARMSTRONG (Small Business Administration): Delaware's state slogan is Smaller, Quicker, Smarter, and I think NoUVIR research more than any other small business really represents that, because they moved in--relocated to Delaware from out of state, and they have certainly grown, and they are the leading manufacturer of fiber-optic lighting in the nation.

HATTIE: (Voiceover) We went to the Baseball Hall of Fame in Cooperstown, New York, to ask the curator, Ted Spencer, why he installed NoUVIR's products.

TED SPENCER (Baseball Hall of Fame): Well, for about 10 years now, we've been moving towards trying to be a much more conservation-conscious museum. I mean, these cases that you see here were like pizza ovens 20 years ago and now, you know, they're totally neutral. And it's a wonderful step forward.

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