Early Majority: The Pragmatists
Bulk of the market volume for any technology product. Key to profits is represent 1/3 of the population for product
- “leading edge” of technology is all too often the “bleeding edge”.
The goal of pragmatists is to make a percentage improvement - incremental measurable, predictable progress.
- Hard to win over, they are loyal once won, often enforcing a company standard
- But the secondary effects of this standardisation - increasing sales volumes and lowering the cost of sales - is dramatic - IBM.= When pragmatists buy, they are planning on living with this decision personally for a long time to come.
- Building relationships of trust.
- Pragmatists tend to be “vertically” oriented than technology enthusiasts and early adopters, who are more likely to communicate “horizontally”.
- References and relationships are very important these people
CATCH 22: Pragmatists won’t buy from you until you are established, yet you can’t get established until they buy from you.