The try step

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The try step

  1. 1. The  Try Step The “Try” Step Randy Aimone www.BusinessPediatrician.com www BusinessPediatrician com Bill Brelsford www.rebar.com
  2. 2. “Do or Do Not‐ “Do or Do Not There is no Try” y ‐Jedi Master Yoda p poor marketing humanoid g
  3. 3. Pain
  4. 4. Grandfather of Modern Computing?
  5. 5. Lloyd Reynolds Reed College  Grandfather of Modern Computing?
  6. 6. Family of Modern Computing
  7. 7. Microsoft 1978
  8. 8. The Home Computer Industry
  9. 9. The Home Computer Industry
  10. 10. The Home Computer Industry
  11. 11. The Home Computer Industry, 2002
  12. 12. The Home Computer Industry, 2002 Microsoft  ~95% Apple ~2.5%
  13. 13. Which would you choose for your family? Which would you choose for your family? VS
  14. 14. • Apple Sold primarily to Schools Apple‐ Sold primarily to Schools • IBM‐ Sold to Corporations (and the thousands of clones) ( d h h d f l )
  15. 15. What did The Decision  Wh t did Th D i i Makers buy? M k b ?
  16. 16. What did The Decision  Wh t did Th D i i Makers buy? M k b ? The Decision Makers  Th D i i M k Alias: “The TARGET MARKET” Alias:  The People with the Money Alias: “The People with the Money” 
  17. 17. Obviously…  they kept buying the ugly IBMs. y p y g gy
  18. 18. Obviously…  they kept buying the ugly IBMs. y p y g gy Why?!?!
  19. 19. •Fear of the unknown •Fear of the unknown
  20. 20. •Fear of the unknown •Fear of the unknown i i •Pain Aversion
  21. 21. •Fear of the unknown •Fear of the unknown i i •Pain Aversion •What if... I choose  wrong?
  22. 22. The Try Step The Try Step • Doesn’t NEED to be free‐ just significantly less Doesn t NEED to be free just significantly less  expensive‐ • Gives a comfort level in your company Gives a comfort level in your company
  23. 23. The Try Step The Try Step • Doesn’t NEED to be free‐ just significantly Doesn t NEED to be free‐ just significantly  less expensive and easy to un‐do. • Gives a comfort level in your business • Lower Risk = less discomfort in doing  Lower Risk  less discomfort in doing business •EExperience in working with your firm i i ki ith fi
  24. 24. What if your software was free?   What if your software was free? How would you make money? •Support? •Consulting? •Installation?
  25. 25. • Whitepaper  eBook – Focus on the business problem – Case studies – Industry examples y p • WebinarSeminar – New Feature Demo New Feature Demo – Informational • 10 Keys to a successful implementation 10 Keys to a successful implementation • How to choose the product line that is right for your  business • Don’t forget to nurture
  26. 26. • Trial or Evaluation Trial or Evaluation – Barracuda Firewall Appliance example • Discovery  Design Process – "Try" doesn't have to mean Free
  27. 27. • Team up with a partner Team up with a partner – New tax rules – Information on health care law changes Information on health care law changes • Don't forget the Try stage when selling to  existing customers
  28. 28. Following up….. Randy Aimone‐ Randy@businesspediatrician.com y y p Bill Brelsford‐ bill@rebarbusinessbuilders.com & Your Own Duct Tape Marketing Coach & Your Own Duct Tape Marketing Coach Slides available to download at: www.Businesspediatrician.com/sage www Businesspediatrician com/sage

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