| Sometimes the biggest resistance to innovation comes | | | | place to allay them. You cannot just use your standard |
| from the person who should benefit most from it - the | | | | terms and conditions for a radical new product. You |
| customer. Customers can be very conservative. | | | | have to be innovative in your sales approach too. For |
| When you come along with an unorthodox new | | | | example you could:o Allow them a free trial of the |
| product or service they are often initially unimpressed. | | | | new product.o Continue to provide the old service so |
| Why should the buyer take a risk with your unproven | | | | that they can go back to it at any time.o Offer a |
| new gismo? He knows that new products often have | | | | money back guarantee.o Provide a special service |
| bugs and he does not want to be the guinea pig on | | | | level that gives them immediate access to your top |
| which you experiment. He is familiar with the current | | | | support experts.o Agree joint service level |
| method - why should he change? | | | | agreements.o Stress the payback and benefits they |
| Who would want to be the first customer for a fax | | | | will receive and even make payment dependent on |
| machine or indeed for a telephone? It seems ridiculous | | | | their being achieved.o Promise to arrange a positive |
| now but selling the first few telephones must have | | | | PR result for them in the trade press if the trial |
| been really difficult. And how about laser eye | | | | succeeds. |
| treatment? How would you find the first person to try | | | | Above all you must choose the right early customers. |
| it when there was a safe alternative in a pair of | | | | Some people love new technology and others hate it. |
| spectacles? | | | | Select the best early adopters from among your top |
| This is understandable and needs careful handling. | | | | clients. Appeal to their sense of pioneering adventure. |
| Your sales people will doubtless be adept at explaining | | | | Stress the prestige that goes with early success - for |
| the benefits of your new products but the customer is | | | | both of you. Make sure that they share in the |
| right to be sceptical. You need to find ways to | | | | recognition of a successful launch. If all goes well then |
| reassure him and to mitigate his risk. | | | | ask them for a testimonial. You can help them be seen |
| At the same time you need early adopters so that | | | | as an industry leader in trade journal stories and at |
| you can get some traction in the market, customer | | | | conferences. You are in it together and it must be a |
| feedback and positive references for your innovation. | | | | win/win for both parties. |
| So acknowledge the client's concerns and put offers in | | | | |