Bristol Enterprise Network - Crossing the Sales Chasm presentation

David GilroySales & Marketing Director

Why me?

• Reuters – banks (Innovators)• CompuServe – the Internet before it was the

Internet• Conscious – selling websites and digital

marketing to law firms (Innovators to Laggards)

Speed of technology innovation

Years it took to reach a market audience of 50 million?•Radio 38•TV 13•Internet 4•iPod 3•Facebook 2

The Evolution of Technology & The Human Racehttp://www.youtube.com/watch?v=JcSzqm5Whwc

How to cross the chasm?

• Choosing a target market• Product understanding• Positioning• Marketing strategy• Distribution channel• Pricing

Selling to lawyers

Moore says :-“part of what defines a high-tech market is the tendency of its members to reference each other when making buying decisions - is absolutely key to successful high-tech marketing."

Technology adoption & price

• Innovators = 0% - 100%• Early Adopters = 100%• Early Majority = 100%• Late Majority = 80%?• Laggards = 70% or less?

So where was our chasm?

450 law firms = 10% of the addressable market

Adoption of new products

http://www.conscious.co.uk/presentations