The try step

The “Try” StepThe  Try  Step

Randy Aimone

www BusinessPediatrician comwww.BusinessPediatrician.com

Bill Brelsford

www.rebar.com

“Do or Do Not“Do or Do Not‐There is no Try”y

‐Jedi Master Yoda

poor marketing humanoidp g

Pain

Grandfather of Modern Computing?

Lloyd ReynoldsReed College 

Grandfather of Modern Computing?

Family of Modern Computing

Microsoft 1978

The Home Computer Industry

The Home Computer Industry

The Home Computer Industry

The Home Computer Industry, 2002

The Home Computer Industry, 2002

Microsoft  ~95% Apple ~2.5%

Which would you choose for your family?Which would you choose for your family?

VS

• Apple Sold primarily to Schools• Apple‐ Sold primarily to Schools

• IBM‐ Sold to Corporations( d h h d f l )(and the thousands of clones)

Wh t did Th D i iWhat did The Decision M k b ?Makers buy?

Wh t did Th D i iWhat did The Decision M k b ?Makers buy?

Th D i i M kThe Decision Makers Alias: “The TARGET MARKET”Alias: “The People with the Money”Alias:  The People with the Money  

Obviously… 

they kept buying the ugly IBMs.y p y g g y

Obviously… 

they kept buying the ugly IBMs.y p y g g y

Why?!?!Why?!?!

•Fear of the unknown•Fear of the unknown

•Fear of the unknown•Fear of the unknowni i•Pain Aversion

•Fear of the unknown•Fear of the unknowni i•Pain Aversion

•What if... I choose wrong?

The Try StepThe Try Step• Doesn’t NEED to be free‐ just significantly lessDoesn t NEED to be free just significantly less expensive‐

• Gives a comfort level in your company• Gives a comfort level in your company

The Try StepThe Try Step• Doesn’t NEED to be free‐ just significantly• Doesn t NEED to be free‐ just significantly less expensive and easy to un‐do.

• Gives a comfort level in your business

• Lower Risk = less discomfort in doingLower Risk   less discomfort in doing business

E i i ki ith fi• Experience in working with your firm

What if your software was free?What if your software was free?  

How would you make money?•Support?•Consulting?•Consulting?• Installation?

• Whitepaper \ eBook– Focus on the business problem

– Case studies

– Industry examplesy p

• Webinar\Seminar– New Feature DemoNew Feature Demo

– Informational• 10 Keys to a successful implementation10 Keys to a successful implementation

• How to choose the product line that is right for your business

• Don’t forget to nurture

• Trial or EvaluationTrial or Evaluation– Barracuda Firewall Appliance example

• Discovery \ Design Process– "Try" doesn't have to mean Free

• Team up with a partnerTeam up with a partner– New tax rules

Information on health care law changes– Information on health care law changes

• Don't forget the Try stage when selling to existing customers

Following up…..

Randy Aimone‐ [email protected] y p

Bill Brelsford‐ [email protected]

& Your Own Duct Tape Marketing Coach& Your Own Duct Tape Marketing Coach

Slides available to download at:

www Businesspediatrician com/sagewww.Businesspediatrician.com/sage