“That’s one small step for man, one giant leap for mankind.” 

With his historic if minorly botched pronouncement*, Neil Armstrong encapsulated an age-old contradiction: when it comes to the new and the novel, something can at the same time LOOK like a small step yet FEEL like a giant leap. 

What does this have to do with tech marketing and selling innovative products?  

Everything. 

When it comes to selling new technologies, this can be a particularly powerful blocker when the stakes are high – in terms of financial investment and/or potential negative consequences. For example, in enterprise tech the expense of an upgrade to a critical system is hard enough to justify. Add in the risk of problems in the form of an outage or worse, and the sale is going to be a real challenge. In the consumer space, electric cars pose similar challenges. For most of us, a car is a significant investment. Add in the uncertainty of where to find charging stations and the free-floating angst of range anxiety, and again the sale becomes far more complicated than for a gas-powered car. 

None of this is new. Getting back to Neil Armstrong, though, the important point is this. What you as a marketer or salesperson sees as a small step very likely feels like a giant leap to your customer. Let me say that again: your small step is their giant leap. And as an effective marketer, you ignore that at your peril. 

Selling innovation is hard. Despite all their cool features, new products often struggle to gain traction. But not for the reasons you might think. Yes, loss aversion is a powerful blocker when it comes to adopting new things. People are often reluctant to try something new because it can be risky, even for early adopters. That’s especially true when the cost involves both disruption and investment. In an age where innovation is a constant, change fatigue is real and can make even the most tech-savvy audiences wary of the next big thing. People generally prefer what they know and trust. Given the choice, we’ll opt for reliability over novelty. In fact, 80% of consumers would rather stick with a product that works as expected than switch to something new and improved. This resistance can be hard to overcome, especially when it comes to enterprise tech, where things are advancing at such a rapid pace. Let’s look a little deeper at why it’s such a challenge to sell innovation—and what you can do to help drive adoption for your new product. 

YOU SAY / THEY HEAR 

To resonate with your audience, you need to recognize what it is you’re asking them to consider. And more importantly, understand what it is they hear when you introduce your new thing. Remember, it’s not what you say that matters—it’s what they hear™. When you introduce something new, it can come across as one of two things: 

• A small step forward…  

• …or a giant leap forward  

In other words, you can present it as an evolution or a revolution. There’s a huge distinction between the two and this often causes a disconnect between you and your audience. You may think you’re only asking them to take a small step with your new product, but what they hear is that you’re asking them to take a huge leap. And that feels risky. 

MEET THEM WHERE THEY ARE 

Start by understanding your customers’ concerns, needs, and current situations. When you’re introducing your new product, emphasize flexibility, adaptability, and easy integration. Show them how your product will seamlessly fit into their operations; how it will enhance productivity without overwhelming them. Use case studies and real-world examples to highlight social proof, to build trust and alleviate fears of any perceived risks. 

CHOOSE YOUR LANGUAGE WISELY 

Your customers operate in the real world, where change is incremental, and solutions have to fit in. The way you frame your language can make a huge difference in influencing acceptance. The language of scale and the language of change are tremendously important. It’s better to talk about evolution than scaring people with talk of a revolution. Break down any transition into smaller, manageable steps so it feels less daunting. 

Then, acknowledge any fear of change. In the IT space, we could call this the language of security and stability. When selling to enterprise tech, lead the conversation with how you’ll mitigate risks and ensure smooth integration. Tailor your message to your audience: CEOs may be excited about speed and innovation, while IT pros may prioritize stability and minimal disruption. Speak to these different priorities and adjust your messaging accordingly. Remember that nothing is easy in IT. Build your story around concrete advantages and plausible benefits. Use relative promises like “this will make your life easier” instead of “this will make your life easy.” It acknowledges their current complexities while offering incremental improvement. 

ONE SMALL STEP VS. ONE GIANT LEAP: REAL-WORLD EXAMPLES 

Consider Microsoft Office’s transition from traditional software to Office 365. Rather than presenting it as a radical overhaul, Microsoft positioned Office 365 as an evolution—familiar tools with enhanced features and seamless cloud integration. This made the transition easier for businesses and increased adoption rates. 

Then look at Apple’s iterative approach to product upgrades. The iPhone evolved through versions that added incremental improvements. Each new model brought small yet significant enhancements, maintaining a sense of familiarity while encouraging customers to upgrade regularly. 

Selling innovation in tech isn’t easy. The best product doesn’t always win. Getting people excited about something new is tricky. It requires understanding your audience, communicating clearly and practically, and addressing any inherent fears and skepticism directly. Make your message relatable, focus on plausible benefits, and demonstrate real-world applications. By merging future possibilities with present realities, you’ll have a much better shot at successfully driving adoption of your innovative tech. 

GO DEEPER 

Interested in diving deeper on this topic? Check out this episode of our HearSay podcast, where we discuss “Navigating Innovation” and dissect the challenges of selling the new in tech and beyond in today’s rapidly changing landscape. 

* Armstrong conceived of the line while en route to the moon, but his intention was to say “That’s one small step for a man, one giant leap for mankind,” which makes for sense.