LinkedIn is filled with post after post from leaders announcing new AI integrations and tech roadmaps. However, despite the online enthusiasm, tech adoption in many traditional sectors is hindered by skepticism. Working in construction, one of the typically tech-hesitant industries, I’ve seen firsthand how this skepticism can stall innovation, cost teams millions and add unnecessary time. Understanding what drives this resistance and how teams evaluate new technology is crucial to earning workers’ trust and empowering them with the necessary tools.
Why so skeptical?
In traditional industries, skills and methods are often built up over many years, even generations. Trust in tried-and-true methods runs deep. “If it ain’t broke,” right? This is one of the most challenging hurdles to overcome, as it requires a change in mindset.
A simple aversion to change also plays a significant role. Teams have told me, “It may save time and money, but my team just likes the old way, so we’re going to stick with that.” This mindset costs projects millions. Changes carry a high price.
Other factors are also at play, including negative previous experiences with technology and budget concerns, but mindset hurdles remain some of the most challenging to overcome.
Breaking down barriers
Successfully integrating new tech begins with addressing the fears of skeptical users. The first step is to minimize the leap of faith: Risks associated with adoption should be minimal. New tech only works if crews trust it. Adoption should be a zero-risk proposition, where teams can easily walk away with few or no losses if the solution doesn’t deliver. This can involve offering shorter trial periods, setting clear KPIs for success, ensuring that backing out is simple and nearly cost-free, providing detailed adoption roadmaps and delivering ongoing technical support.
Ensure you are familiar with the industry’s existing systems and programs thoroughly. If adoption requires major updates or replacements, it’s likely to be rejected. Tech should fit into existing workflows, not the other way around. Don’t ask adopters to change the way they work; avoid tech that requires extra hardware or additional services. Simple systems that fit seamlessly into existing workflows prevent teams from feeling overwhelmed.
Lower the barrier of trying
Many change-resistant teams feel the burden of effort holding them back from new opportunities. Reduce friction wherever possible: provide direct and free delivery, services to integrate the tech, free training, and other support that make adoption effortless. Use your industry expertise to identify the elements of integration that cause the most friction, and strive to reduce the level of effort required. However, it shouldn’t be completely free, as free often implies that users won’t invest the time and effort to evaluate the solution.
“Try it before you buy it” is a mantra in many industries, and is one of the reasons why trade shows and demos are so popular. Trials bring an abstract product into the real world, allowing users to experience its benefits. Test runs cost money upfront, but can pay dividends when they win over an undecided user.
Win over the right people
None of this matters if you don’t get buy-in from the right people. You can have a great talk with a team, lay out the benefits and win over those in the room, but still receive a “no” the next day. Why? The lead wasn’t in the room, and their dissenting voice can veto any enthusiasm from the rest of the team. Getting the right people in front of you – an internal team lead, a potential client decision-maker or whoever has the final word – is vital.
Winning over key people can be as simple as adjusting the solution to their personal pain points. What minor, frustrating problems exist in your industry? Address these directly to show an understanding of the unique challenges decision-makers face.
If at first you don’t succeed …
Tech implementation is a long game. A “maybe” can turn into a “yes” as leaders get used to the idea. A “no” can turn into a “yes” months or years later, as the tech improves and integration becomes easier. Change takes time; a negative response today isn’t permanent.
Technological innovations, automation and AI are becoming increasingly prevalent. Leaders must learn how to understand fears, lower adoption barriers and let more people experience what new innovations have to offer. Tech doesn’t just add value; it avoids loss. These key industries can’t afford to wait on adoption; the time to win them over is now.
Opinions expressed by SmartBrief contributors are their own.
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