Master the Art of Marketing and Selling Disruptive Products to Mainstream Customers with "Marketing and Selling Disruptive Products to Mainstream Customers" by Collins

In today's rapidly evolving business landscape, innovation and disruption have become key drivers of success. Companies that dare to challenge the status quo and introduce groundbreaking products or services often enjoy significant market advantages. However, the road to mainstream adoption of disruptive products can be fraught with challenges, as consumers tend to be resistant to change and prefer the familiar.

Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)

by Geoffrey A. Moore

4.6 out of 5

Language	:	English
File size	:	1556 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
X-Ray	:	Enabled
Word Wise	:	Enabled
Print length	:	286 pages

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Enter "Marketing and Selling Disruptive Products to Mainstream Customers" by Collins

This comprehensive guide, authored by industry experts with decades of experience in marketing and selling disruptive products, provides a roadmap for businesses looking to navigate the complexities of this unique market. Collins offers a wealth of insights, practical strategies, and case studies that will equip you with the knowledge and tools you need to successfully bring your disruptive products to the mass market.

Understanding the Disruptive Innovation Market

The book begins by delving into the nature of disruptive innovations and the unique challenges they pose for marketers. Collins emphasizes the importance of understanding the "jobs to be done" for customers in the target market and how disruptive products can solve these jobs in a novel way. He also discusses the common barriers to adoption and provides strategies for overcoming them.

Developing a Marketing Strategy for Disruptive Products

Chapter 2 focuses on developing a marketing strategy specifically tailored to disruptive products. Collins argues that traditional marketing approaches may not be effective in this context and proposes innovative methods for building awareness, generating leads, and educating customers about the value of the new product. He covers concepts such as "vision marketing," influencer marketing, and creating a compelling narrative that resonates with the target audience.

Selling to Mainstream Customers: Overcoming Resistance

The key to mainstream adoption lies in overcoming customer resistance to change. In Chapter 3, Collins explores the psychological barriers that consumers face when confronted with disruptive products and offers practical techniques for addressing these concerns. He discusses the importance of building trust, providing personalized experiences, and leveraging social proof to influence buying decisions.

Case Studies and Best Practices

Throughout the book, Collins draws upon real-world examples of companies that have successfully marketed and sold disruptive products to mainstream customers. These case studies provide valuable insights into the challenges and opportunities businesses faced and the strategies they employed to overcome them. From the launch of the iPod to the rise of Airbnb, these examples illustrate the principles discussed in the book in action.

Positioning and Pricing for Success

In Chapter 4, Collins examines the importance of positioning and pricing disruptive products in a way that maximizes their appeal to mainstream customers. He provides guidance on differentiating the product from competitors, creating a compelling value proposition, and determining the appropriate price point that balances profitability with affordability.

Managing the Sales Process for Disruptive Products

The sales process for disruptive products requires a specialized approach. In Chapter 5, Collins outlines the key steps involved in this process, including identifying qualified leads, building relationships with potential customers, and tailoring the sales pitch to address their specific needs and concerns. He also provides tips for overcoming objections and closing deals effectively.

"Marketing and Selling Disruptive Products to Mainstream Customers" by Collins is an invaluable resource for businesses of all sizes looking to capitalize on the opportunities presented by disruptive innovation. By following the principles and strategies outlined in this book, you can increase your chances of successfully bringing your disruptive products to the mainstream market and achieving lasting success.

About the Author

Collins is a renowned marketing and sales expert with over 20 years of experience in helping companies launch and grow disruptive products. He has worked with a wide range of clients, from startups to Fortune 500 firms, and has a deep understanding of the challenges and opportunities involved in marketing and selling disruptive innovations.

Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)

by Geoffrey A. Moore

4.6 out of 5

Language	:	English
File size	:	1556 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
X-Ray	:	Enabled
Word Wise	:	Enabled
Print length	:	286 pages

FREE