Prisoners of Their Own Device
In love with their own technology, many RFID vendors fail to speak the language of RFID buyers currently in the market.
Pragmatists want to buy a whole product, according to Moore, but only a few RFID companies have created a whole product, or have partnered to offer such a product. He says pragmatists want to buy something that someone else has already purchased. So the key selling point for RFID companies should be, "Our technology solved the same problem for this other company, so we know it can address your concerns as well."
To help RFID technology providers be more effective marketers and reach the people looking to buy their products, RFID Journal is publishing The RFID Marketer's Handbook: Smart Strategies for Finding Potential Buyers and Converting Them Into Customers. This report is based on data regarding the state of RFID adoption across a variety of industries, culled from news stories and surveys of RFID Journal's readers. We also asked our readership about their deployment plans, how they gather RFID product information and how they make purchasing decisions.
In addition, The RFID Marketer's Handbook includes strategies for reaching these buyers cost-effectively. The guide will be made available in a few weeks, via the RFID Journal Store.
Of course, RFID technology providers must first accept that they have a marketing problem. If they don't recognize the problem, they will always be prisoners of their own device. Their firms will be able to check out any time they like, but they will never leave the chasm.
Mark Roberti is the founder and editor of RFID Journal. If you would like to comment on this article, click on the link below. To read more of Mark's opinions, visit the RFID Journal Blog, the Editor's Note archive or RFID Connect.
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