Why doesn't the marketplace jump at your

new technology?

Let's think about this...

So, why do scientists still use old technologies? Because they know these techniques very well even if they are not totally satisfied. They also have a life and need to finish their projects. With all the new technologies trying to replace the old, a scientist could spend their entire career 'testing' new methods.

Why don't scientists look for a better solution? Many do... but many are led down the wrong path and fail more than they succeed. That's science.It is a vendor's responsibility to be sure that whatever they place in front of a customer, they do so honestly. Never convince a scientist to 'evaluate' your product unless you are certain it does what you say it will. Wasting a scientist's time is a commercial and ethical sin.

And why does the vendor fail? Because they haven't been able to solve the customer's problem to her satisfaction. Either the technology has not operated well, or the problem wasn't the one the technology was made for, or the science wasn't right. Also, at times it is not the vendor's fault; shit happens; it is science after all.

But why hasn't the vendor been able to solve the problem? Often it also happens that the vendor doesn't know the problem well enough to solve it... so know the problems you are suppose to solve with your new technology!

Wait... why doesn't the vendor know the problem it was supposed to solve? Because sometimes a technology is developed first, without a specific problem to solve. You have heard the phrase 'a technology looking for an application'? It happens often in our industry. Just as often a product does have a clear purpose, but a customer may not be willing to buy it.

So, why aren't more scientists buying my new technology? Because they are not convinced it will work in the first place; they’ve been burned before, are only human, and will stick their necks out again when they are sure!

And why isn't the customer convinced? Because the vendor has not spent enough time up-front educating the customer, and gaining his trust.

And why hasn’t the vendor spent enough time educating the customer and gaining their trust? Because it takes time, money, patience, and a laser-beam focused sales, marketing, and technical staff to educate and persevere... which is rare.

Why doesn't the marketplace jump at your new technology?

Let's discuss it...

Call me... Email me... Charlie d'Estries... +1-716-662-4121