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The type and amount of discovery required changes as you progress across the curve and can provide clues as to your position in or out of the Chasm. Early Adopters and Innovators won’t need much discovery. Innovators, for example, want to see the technology demo, they want to understand how the technology works. Discovery might consist of, “How many licenses do you want?”
Early Adopters will want a bit more discovery, focused particularly on how they can achieve the strategic advantages associated with implementation ahead of their peers and competitors. Fast-Followers (an intriguing subset of Early Adopters) similarly need to have their objectives and processes clearly understood by vendors. Discovery for these groups should also focus on implementation milestones and achieving key Value Realization Events. (You can find more details on Value Realization Events in Doing Discovery.)
Overall, Innovators and Early Adopters require briefer discovery conversations about implementation and adoption of new technologies than the Majority. These first two groups probably already have a culture of fast, complete rollout. In comparison, Majority players will often prefer to roll out new technologies carefully, in waves, with testing and adjustment before and after each wave.
Your discovery discussions of implementation practices and desires can tell you if you are entering (or deep into!) the Chasm. Early and Late Majority prospects will appreciate – and sometimes require – deep, thorough discovery. They need you to gain a rich understanding of their Demographics, their Environment and Extended Environment, their Major Pains and Related Pains, and the nature of their Culture. They’ll want you to be conversant with the details of their workflows and processes.
Very simply, you should expect to execute more discovery as you move from left to right across the Technology Adoption Curve categories. In the absence of sufficient discovery, as perceived by your prospects, one simple symptom of languishing in the Chasm is that prospects’ objections increase. These are often along the lines of phrases like, “You don’t understand our business” or “Our workflows are unique.”
Resources:
The Incredible Value of Value Realization Events
https://greatdemo.com/the-incredible-value-of-value-realization-events/
Overcoming Sales Objections – Why Many Sales Objections Shouldn’t NEED to Be Overcome
Doing Discovery:
https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/
Parts 1, 2, 3, and 4: