Art Jacoby's Monthly Newsletters
Newsletter Library - December 2007
Adoptability
Companies in customer acquisition mode need to understand the dynamics of adoption of their products and services: “how do we stimulate purchase, who will fully adopt, what are the expected rates and patterns of adoption within the organization and how do we facilitate adoption?” The business that understands and capitalizes on these “levers” has significantly enhanced its ability to grow.
Acquire customers through Opinion Leader recommendation...
Understanding the innovation adoption curve helps you assess when and why new products and services are accepted by others. This knowledge is invaluable to helping you improve the strategies that you use to effectively introduce new products and enter new markets.
Early adopters are particularly important because they have a predisposition to trying new things. The early adopters that deserve the most attention are the so-called Opinion Leaders – individuals to whom others look for guidance. The early majority will follow the lead of early adopter Opinion Leaders that they trust. The late majority waits until they see widespread use and market support. Late adopters avoid new things and will adopt only once the product/service is mature.
...and then make sure adoption occurs for long term success
The same thinking about the innovation adoption curve applies internally within the new customer or client organization. You’ve made the sale, but you won’t be successful until your products and services are institutionalized as part of the everyday world of the customer. So, build relationships with the internal Opinion Leaders so that they trust your Company and are satisfied with your products. This will expedite adoption and your ultimate success!
The smartest path to adoption runs through those whose opinions matter most to others.
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