I have had a lot of situations where we thought we had an amazing product / service but we were not getting a response from the market.
We tried various scenarios, tested various markets but the response was just not there.
In B2B technology services, you may have a wonderful product or service, which is well differentiated but the market does not respond to your service. This inspite of the fact that you are looking at a very small niche, you have identified your Ideal Customer (the person / role) and talking about the pain points that they may have.
The reason for this as I have explained in my earlier posts is that technology companies follow an “infrastructure” or “ecosystem” model. Which means if your product / service does not easily fit into the existing infrastructure then the adoption will be very low.
In this situation instead of asking questions like is this the right market to focus or does this market have the ability to pay. The questions that need to asked could be more oriented towards what could be preventing the audience from responding to your messaging.
Is it that you don’t explain how you fit into the “infrastructure” or is it that they feel it will be too much of an effort to even think about your product / service. To be able to analyse this you need to sit quietly and brainstorm all the possible reasons which could prevent them from interacting with you.
Once you list all the items then quickly start testing to eliminate each of the issues and see which ones have the most impact.
Most often I have found, the reason for not getting to the right answer has been the fact that I had not reached the right question. Once I had asked the right set of questions, things were generally a cake walk.
Till next time then.