Overcoming consumer resistance when launching new products

Alistair Roque Published on April 30, 2015

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Making your customers interested in your new products isn’t always as easy as it seems. You may be convinced that your new offers are going to amaze both new and old customers, but there s no guarantee it will be the case. When launching new products, your biggest marketing challenge is earning the same level of trust your customers have shown in the past.

Why trust is hard to earn

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Consumers are always going to welcome new products with skepticism and hesitation. And no, it s not bad luck or poor marketing strategy. Customer resistance is a normal reaction to every new product launch being executed because change can be inconvenient. Normally, people would think twice before trying something other than what they are already accustomed to. Some customers may also be willing to pay more to retain and improve what they already own, rather than to buy something else that promises to do better things.

The good news is that you re not the first company to encounter consumer resistance. Even established brands face failures when hitting the markets with new products. If no one has ever tried or used these products before, there s a weak motivation to check out the new items in your catalog. This is exactly why market research is required in developing products. Understanding what prospective users want can give new products higher chances of becoming marketable once launched.

Breaking barriers when launching new products

Since word-of-mouth advertising matters when launching new products, make sure you have reviews that can back up your own claims. Hand out the products before the actual launch and ask people to say something about it. Your test group should consist of your top buyers, bloggers, and people that belong to your new product s target market. Prospects will pay attention to words that come from people they recognize or share similarities with. Publish their reviews on your website and social media accounts.

Moreover, if you want buyers to be interested in spending on items that are unfamiliar to them, don t make it hard for them to do so. Let s say you are introducing a new line of skin care products that can give double the amount of sun protection and whitening effect that your initially launched beauty products have to offer.

So, you use your website to promote these new products. How do you make it easy for customers to buy them? Place it on the home page of your website. Educate customers about their exciting features. And lastly, make sure the check out process can be done smoothly without any technical issues.

There s no definite formula for success when introducing new products to existing and, especially, new customers. But if people see the unique and exciting features of your new products, and other people have attested to it, then eventually, they will be convinced that making the switch is worth a try.

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