Are you the type of consumer who wants to be the first to try a new product or who prefers to wait for other people to approve the product before

purchasing it?

If you identify with the first alternative, then you are one of the early adopters in the market!

Early adopters are not afraid to embrace new things: as soon as a product is launched, they are the first to buy it .

On the other hand, other consumers, who seek greater security when purchasing, wait for the impressions of early adopters before betting on an

innovation.

Do you realize how this type of consumer has a great power of influence? And that is why marketing and sales strategies must pay more attention to this public.

In this article, you will better understand:

Join us to find out everything!

What are early adopters? discover-how-to

Early adopters are people who embrace an innovation from the europe cell phone number list start, being responsible for driving the success of

a new product or service .

They are willing to try new things, even at the risk of buying a product that has not yet been approved by the market and may not be fully

developed.

However, the risk is worth it to be one of the privileged few who have access to innovation and can influence the decisions of other consumers.

This term emerged from the studies of Everett Rogers, one of the most renowned scholars in the field of innovation. Intrigued by the success of

innovative products, the university professor wanted to understand the path they took to conquer the market.

This is how he launched the book “ The Diffusion of Innovation ” in 1962.

In this work, Rogers launches the theory of diffusion of innovations, according to which a new idea, a new product or a new behavior is

consolidated in society after passing through different public segments.

The product then finally becomes established in the market with the late majority. This segment does not like to take risks with new products,

preferring to stay in their comfort zone, but they do not want to be left behind either.

So it takes a while for them to adopt innovation, but they end up giving up when they notice that they are becoming outdated.

Why is selling to early adopters different? discover-how-to

Launching an innovative product is a challenge. After all, it needs account or to be known to consumers, it needs to make its purpose clear and it needs to spread to a still unknown market until it starts to generate profits for the business.

This is why the early adopters group plays a strategic role in marketing : it paves the way to conquer the market.

By being willing to try an innovation, they boost the dissemination of the product, generate security for other consumers and provide access to a broader market.

In addition to driving sales , this segment is generally willing to share their opinions and collaborate with brands. As such, they also help provide crucial feedback for companies to test the market and improve their products before reaching a larger audience.

For startups, launching the Minimum Viable Product (MVP) is an essential stage of product development.

At this level, a group of early adopters is often approached by the company to help test the product and provide feedback to improve it, before reaching a larger market.

Now, let’s understand what characteristics early adopters have that make them different from other consumers and influence the way we approach them.

Early adopters like novelty

Early adopters are eager for innovation. There is no bosnia and herzegovina businesses directory comfort zone that limits them; what they want is to know the latest developments to be the pioneers in the market.

They are comfortable with change , unlike the late majority and the laggards.

Therefore, marketing and sales strategies do not need to worry about convincing them to change habits, they are already willing to do so! What you need to do is show them how your product will bring value to their lives and solve their needs.

Early adopters are critical, but not perfectionists discover-how-to

Early adopters are also quite critical. They generally follow the technology and innovation market, know the latest trends and have the discernment to evaluate the positive and negative points of a solution.

This makes them strategic in product development. They are able to provide valuable feedback with details that would not be possible without their insight.

However, they are not perfectionists. You don’t need to worry about delivering a finished product to them, as long as you can show them its relevance, which is the goal of a startup MVP, by the way.

They know they may encounter some flaws, but if they believe in the solution the product offers, they are willing to contribute to correcting them.

Did you know, for example, that the iPhone was launched without even making a perfect call?

However, the product was able to demonstrate its value to early adopters , who drove sales in the market.

Early adopters are sociable and opinion-forming discover-how-to

Think of that boss or coworker who likes to show up at the office with the latest news on the market. Or that friend who became a reference for you to ask about the latest products launched. These people are usually early adopters!

They like to share their discoveries: “Look, this amazing product I found, I think you should try it!”

In this way, they become opinion makers for friends, family and colleagues. In the digital age, early adopters have even more channels, such as blogs and social networks, to influence the decisions of the rest of the market , even strangers.

Therefore, they can have access to new products not only by purchasing them on their own initiative, but also by purchasing them on the initiative of brands. Marketing can provide alliances with groups of early adopters to boost the launch of a product.

Since we’re talking about influencers, why not check out our infographic about them? Click on the image below to download it for free.