Reach Out and … Grab Your Customers!…This is where the luddites hang out! Part 4

Last week I focused on the General Adopters and their place on the Adopter Pyramid.

This week, I will focus on the third level of the pyramid — #4 – The Latent Adopter.

Adopter Pyramid
A few years ago I walked into a video rental store and stopped cold. I did a very slow 360° turn and realized that, yes, indeed, I must finally go out a buy a DVD player because the walls were now lined with DVDs only.

This is a perfect example of a Latent Adopter.  They adopt your idea long after it has become the standard. Latent Adopters are a mixed bag. If businesses are your customers, Latent Adopters can be slow-moving companies, start-ups with tiny budgets, or new, under-funded divisions of companies. In the case of consumers, they can be those who hate change, have less to spend, or buy only when forced to.

Latent Adopters – the PLUS: they are the largest market on the pyramid and when they buy, they buy in volume; — the MINUS:  you have to stay in business long enough for this market adopter to catch up. If you’re a typical entrepreneur, then there’s a fairly good chance that you will no longer even be with the company at that point (which leads me to this suggestion:  make sure there are provisions in your contract to cover yourself for this influx of money).

Chart and content from my book, Lies Startups Tell Themselves to Avoid Marketing
www.holtzmancom.com/thought_book_title.php

Sandra Holtzman teaches CEO 035: Licensing.

One thought on “Reach Out and … Grab Your Customers!…This is where the luddites hang out! Part 4

Comments are closed.