1.3 Selling to Pragmatists
Must be patient.
- You need to be conversant with the issues that dominate their particular business. You need to show up at the industry-specific conferences and trade shows they attend.
You need to be mentioned in articles that run in the magazines.
You need to have developed application for your product that are specific to the industry.
This is a long-term agenda, requiring careful pacing, recurrent investment, and a mature management team.
One of its biggest payoffs, on the other hand, is that it not only delivers the pragmatist element of the Technology Adoption Life Cycle but tees up to the conservative element as well.