Trust in a new product or technology has to be earned by the seller. Buyers will be fearful, uncertain and doubtful about buying something entirely new to them. Some categories of buyers, however, will be more willing to try a purchase. These are the early adopters and innovators.
ACCELERATE PRODUCT ADOPTION
The following seven product adoption accelerators will help smooth the buying process and bring the early buyers on board:
- The new product/technology must be perceived by the buyer as being better than what they currently or previously used. Make sure to highlight value-gap. Independent verification of quality, standards and benefits is essential.
- It must be compatible with the buyer’s people, processes and technology. Make sure you’ve built your new product to incorporate how it fits seamlessly into the buyer organisations daily operations.
- It must be easy to use: perceived complexity slows adoption. Keep it simple!
- It must be easy to try out. Free use, for a trial/period improves adoption.
- It must be easy for the buyer to see the benefits. Benefits in terms of easing or eliminating pain are more motivating for buyers and generate quicker adoption.
- In sales push, seek out the innovator and early adopter prospective customers. These customers will be interested in buying a new product for the sake of its innovation and will work to co-develop it further for mass production and marketing.
- Education is key to market adoption of a radical new product. Involve credible third parties to address the issues and problems that the new product solves. Invite customers to provide “testimonials” on how the product solves those problems.
- New product adoption will also be helped if your business has successfully developed a credibility-based brand name and logo, symbolising expertise, forward looking and trustworthiness. How you present your business will determine whether the buyer perceives it as a credible and trustworthy supplier.