Objections to digital signage are not uncommon, but most are not too difficult to alleviate if you apply gentle, evidence-based persuasion to ease uncertainty. However, the technophobe takes digital signage objection to the next level because their adversity is not necessarily based on well-founded fears, but a deeper rooted problem.
Ironically, the cause of the problem lies with digital signage vendors. We are constantly plugging the benefits of digital signage, informing potential end-users how amazing it is and what it can do for them. However, we're often guilty of failing to tackle the technophobe’s biggest fear, which is knowing how to use and maintain a digital signage network.
Perhaps unwittingly, digital signage vendors have fuelled the technophobe's irrational fear of digital signage by obsessing over the benefits, rather than the practicalities. In a golden age of technology, there's an assumption that everyone knows how to use it, but that’s simply not the case.
The evidence of what digital signage can do for the end-user speaks for itself, what we have to become more conscious of is reassuring end-users that digital signage is not complicated to use or maintain.
The first step is overcoming the surface objections, those that the technophobe will use to deflect from the deeper rooted issue of not knowing how to use digital signage. Surface objections, to the irrational technophobe, manifest themselves in the following ways:
- Digital signage is too expensive
- It doesn't look good
- It won't make me money
- It won't work for me…
How to help the technophobe rethink their rationale on digital signage
You can overrule such objections, given the overwhelming statistical evidence showing that the positive effect of digital signage is widespread. However, a deep-rooted rejection of technology is not an easy obstacle to overcome
So, how do you change a technophobe's mind on digital signage? Here are some pointers:
Take digital signage out of the equation!
Sounds like a strange tactic, but we'll explain what we mean. Many recent technological advances would have initially struck fear into the heart of the technophobe, but they've adapted and now use it without a second thought.
You can use these examples as leverage to allay a technophobe's fear of digital signage. Take email for example… there was a time that the technophobe could not make the transition from fax machine to email.
There are hundreds of examples you can use to highlight how technology has transformed the thinking of the technophobe. Electric cars, smartphones and even computers were all once the enemy, but even the most hardcore technophobe is probably using one or all of these technological advances to make their lives easier.
The best way to relate to a technophobe is to turn to examples where technology once stood opposed, but is now in widespread use.
Demonstrate how to setup a digital signage system
The technophobe will tell you that a digital signage system is difficult to setup. There was a time this was true. However, technological developments have made digital signage installation much more straightforward. Gone are the days of having to summon an IT team to setup up a digital signage network.
To demonstrate how simple it is to get started with a digital signage system, shoot an explainer or instructional video that talks potential end-users through the process of digital signage installation. Better still, agree to install a digital signage display on a customer's premises and demo it in person, prior to rolling out an entire network.
Recommend a digital signage champion
If an end-user is adamant that even the most basic digital signage system is beyond their capabilities, recommend they assign someone as a digital signage champion. Having a designated person to manage a digital signage installation removes the responsibility from the technophobe.
Although an end-user is opposed to the idea of using digital signage, it doesn't mean that it won’t benefit their business. By assigning responsibility to a designated individual, they can train other staff members to use a digital signage system, spreading the knowledgebase and putting the technophobe's mind at ease.
Offer an installation and training service
Key to any digital signage project is after sales support. Offering an installation and training service, once a project has been given the go ahead, is essential if the end-user is genuinely concerned about usability and maintenance.
Following installation of a digital signage network, vendors can work with a digital signage champion, or the technophobe themselves, to ensure that they are confident and comfortable using their newly installed digital signage equipment.
Ultimately, what the technophobe needs to know is that they will be taken care of, before and after a sale. Don’t push a digital signage solution too quickly. First, learn to understand the technophobe’s fears because to them, the fear of technology is genuine and rational.
Connect with your customer to build trust and respect, and you're more likely to see a shift in their stance on digital signage.
Image via Armagard
Daniel Waldron Daniel is the Head of Content for award-winning, outdoor digital signage enclosure manufacturer, Armagard. Daniel blogs frequently on digital signage, while overseeing the complete content marketing mix and social media feeds for Armagard. www