In today’s business landscape, new technologies are constantly emerging to help companies streamline operations, enhance security, and improve KPIs. 

Yet even when a technology is clearly valuable, clients can resist adopting it, nullifying the gains you hoped for. This article breaks down how to maximize the ROI of new tech by understanding user risk profiles, reducing resistance, and removing barriers to adopting new technologies.

Understanding the Tech Adoption Curve

When introducing a new technology, it helps to understand how people typically react to innovation. One popular way to model this is through the 5 stages of tech adoption based on Everett Rogers’ Diffusion of Innovation theory. 

Tech Adoption Curve (Investaura, 2012)

1. Innovators

These are your fearless tech explorers. They’re excited by new products and often test tools before the general market even hears about them. Innovators don’t usually need help, but they can help others use your product more comfortably.

2. Early Adopters

Early adopters value staying ahead of the curve, but they want to make smart bets. They’ll embrace new tech that comes with training, support, and a sense of stability. Investing in strong onboarding and clear communication helps this group gain confidence.

3. Early Majority

This group wants proof that a product works before investing time or money. They’re interested in technologies that solve concrete problems and deliver measurable value. Share tested results, testimonials, and ROI metrics to win them over.

4. Late Majority

Airing on the side of caution, this group needs to see a technology in wide use before they’re comfortable adopting it. They often require case studies, peer validation, and risk-mitigation assurances to move forward.

5. Laggards

The most risk-averse group. Laggards resist change, even when there’s strong evidence that change is beneficial. Side-by-side comparisons, testimonials from similar companies, and concise, low-risk entry options (like pilots or trials) are your best tools here.

Note: In B2B settings—especially across franchises or regional branches—tech adoption may be staggered, with some locations serving as test beds before broader rollout.

Risk Tolerance: Why Some Clients Say “No”

Even a client that’s a perfect fit for your technology might hesitate to adopt. While risk tolerance is somewhat based on personality, understanding what other factors affect it can help you give clients more confidence.

Influencing Factors:

• Timeline Pressure
  If a client has a short runway to demonstrate ROI, they may resist adopting any tool with a lengthy onboarding process. Be honest about setup time and see if there’s a faster path to value (e.g., modular implementation or priority onboarding).

• Reputation Concerns
  Tech failures can damage reputations. If your client serves a highly regulated or high-stakes industry, provide strong security documentation, SLA guarantees, and disaster recovery plans to reduce risk.

• Peer Influence
  Some industries tend to be more risk-averse than others. In these sectors, companies are especially cautious about adopting unfamiliar technologies. Build confidence by showing that others in the same industry have already succeeded with your product.

• Economic Conditions
  Tough economic climates may reduce the appetite for change, even if the solution saves money long-term. In prosperous periods, even marginal gains may be enough to drive adoption. Consider offering financing options or flexible payment terms during downturns.

• Educational Gaps
  When someone doesn’t fully understand a technology, they may overestimate the risks or cost of implementation. Simplify technical explanations and provide resources tailored to non-technical decision makers.

Barriers to Tech Adoption (and How to Remove Them)

Beyond mindset, several other barriers can impede tech adoption. Identify these early so you can tailor your solutions accordingly.

1. Cost

If your product has a high upfront cost, break it into tiers, offer free trials, or present ROI-based justifications.

2. Lack of Awareness

Many clients won’t explore your solution if they don’t understand what it does. Use targeted outreach, educational content, and industry-specific messaging to keep your product top of mind.

3. High Learning Curve

If your tool is complex, it may deter less tech-savvy users. Simplify the onboarding process with interactive demos, user guides, and accessible support.

4. Compatibility Issues

Make sure your product integrates smoothly with tools your clients already use. For example, NetNow integrates with major ERPs, CRMs, and credit bureaus to centralize credit management.

5. Limited Infrastructure

Are your clients in rural areas? Do they have limited hardware or bandwidth? Ensure your product runs efficiently on their infrastructure or create an offline/low-data version.

6. Security Concerns

Always meet or exceed industry security standards. Provide detailed documentation on compliance and data protection. Highlight any certifications (SOC 2, ISO, etc.) that matter in their sector.

7. Internal Bureaucracy

Sometimes your direct contact doesn’t control the final decision. Help them by providing executive summaries, security one-pagers, ROI calculators, or proposal templates they can pass along internally.

Putting It All Together

When you’re trying to help clients adopt new technology, success lies in aligning your strategy with both human behavior and operational reality. Focus on:

• Identifying who your buyer is on the adoption curve

• Adapting your messaging and support to their risk profile

• Removing barriers that stall or block progress

At NetNow, we’ve used these principles to help thousands of credit professionals modernize their operations—without overloading their teams or alienating their clients. The result? Faster adoption, smoother onboarding, and stronger long-term client relationships.

Want to improve the way your clients adopt credit management technology? Book a demo with NetNow today.

References

Batti, Khadim. “Technology Adoption Curve: Understanding Adopter Categories.” Whatfix, 9 June 2020, whatfix.com/blog/technology-adoption-curve/.

El-Zoghbi, Mayada. “Diffusion Theory, the S-Curve, and Why We Need to Go beyond Inclusion.” Center for Financial Inclusion, 16 Dec. 2021, www.centerforfinancialinclusion.org/diffusion-theory-the-s-curve-and-why-we-need-to-go-beyond-inclusion/.

Farighi, Poya. “Https://Www.onsite-Hq.com/Insights/What-Are-Common-Technology-Adoption-Barriers.” Onsite, www.onsite-hq.com/insights/what-are-common-technology-adoption-barriers.

Frank, Michael, et al. Diffusion of Innovation Theory. The University of Oklahoma, 2019, www.ou.edu/deptcomm/dodjcc/groups/99A2/theories.htm.

Hayes, Adam. “What Is the Difference between Risk Tolerance and Risk Capacity?” Investopedia, 29 Sept. 2024, www.investopedia.com/ask/answers/08/difference-between-risk-tolerance-and-risk-capacity.asp.