How to Market New Technology Conor O’Mahony [email_address]

Are you attempting to sell new technology?

Are you attempting to sell new technology?

Is the new technology cool? Will it change the market?

Is the new technology cool?

Will it change the market?

The technical community will buy it. Right?

The technical community will buy it.

Right?

Wrong!

Wrong!

The technical community are actually slow to adopt new technology.

The technical community are actually slow to adopt new technology.

IT departments are risk averse. Minimizing disruption is important.

IT departments are risk averse.

Minimizing disruption is important.

The learning curve for the new technology also discourages adoption.

The learning curve for the new technology also discourages adoption.

They will experiment to prepare for future transition.

They will experiment to prepare for future transition.

They will not champion your technology and drive its adoption.

They will not champion your technology and drive its adoption.

Instead target people buying business solutions that use the technology.

Instead target people buying business solutions that use the technology.

These should not be confused with the end users of those solutions.

These should not be confused with the end users of those solutions.

Who are unhappy to learn new solutions.

Who are unhappy to learn new solutions.

You must target people with profit-and-loss responsibility...

You must target people with profit-and-loss responsibility...

… who will leverage solutions for competitive advantage.

… who will leverage solutions for competitive advantage.

If you demonstrate value to them, they will buy your solutions.

If you demonstrate value to them, they will buy your solutions.

However, these buyers demand a complete solution.

However, these buyers demand a complete solution.

You need to make it as easy as possible for them to implement your solution.

You need to make it as easy as possible for them to implement your solution.

If you can successfully sell multiple vertical solutions…

If you can successfully sell multiple vertical solutions…

...the general market will notice the success and you can establish market leadership…

...the general market will notice the success and you can establish market leadership…

… by selling the technology.

… by selling the technology.