Wednesday, June 06, 2018
Identifying "The Reluctants"
I worked with a group of highly skilled people several years ago on developing a service that should have held special appeal for Human Resources departments. It could have saved them a considerable amount of time while reducing the likelihood of lawsuits.
You may already know where I'm going with this. It turned out that our primary roadblock in selling the service was the Human Resources department.
And that was a huge lesson learned. Never assume that the group that is closest to the action will have the clearest picture of the benefits. They may be so bound to the current system or to protecting turf that they won't give serious consideration to an alternative, especially one from outsiders.
When I later learned of a computer service that ran into a similar barrier with the computer people, I rejoiced in learning that they were eventually able to overcome resistance by marketing to the chief executive officers. Eventually the computer professionals became enthusiastic adopters but only after they used a product that they had initially shunned.
The natural and logical market sometimes isn't.
Posted by Michael Wade at 4:30 AM