Why Doesn't Johnny Love Firefox?

A couple years back Apple ran a switch campaign that was intended to get people to switch from a PC to a Mac. The campaign was cool enough with celebrities and “regular people”? telling us why they switched, but one big thing was missing – a truly compelling reason to switch. When it comes to technology people don’t like to go outside their comfort zone to try something new, let alone replace all the software they have investing in to switch to a new platform. Last week I wrote an article on how to teach people about RSS and it really has me thinking about the mistakes that “techies”? make when pitching new technologies and tools to people. We focus too much on the cool features and things that you can do.

When I sat down to write this I had intended this article to be a Firefox primer for the non-techie, but I quickly realized that for the average internet user there needs to be a compelling reason to switch from Internet Explorer to Firefox. I like a lot of people who spend most of their day building web sites and web applications love Firefox and think it’s an indispensable tool. The problem – I am not an average user. So how do you get people to use Firefox when Internet Explorer a built in advantage and huge mindshare?

• Talk about benefits, not features. The biggest mistake we make when explaining Firefox is focusing on what it is rather than what it does. Yes, Firefox is a tabbed browser that doesn’t have the problem with ActiveX that Internet Explorer does, but that’s what it is. What does it do? It makes the Internet browser experience safer and more efficient by eliminating the roadblocks you might encounter in Internet Explorer. You have to focus on how Firefox will benefit the user.
• Make Firefox standout. People really, really don’t like going outside their comfort zone – even when the alternative might be better. Present several reasons why they should try Firefox. Examples “safer browsing experience, fewer pop-ups, less spyware, etc.”?
• Listen. Chances are if you work in technology you: Do too much talking and not enough listening. You should be listening at least 50 percent of the time, taking note and addressing the objections to switching to Firefox. I will give you a hint – most objections will be some type of fear. Fear of change , fear of the unknown, etc. No matter how cool you think it is, most people are comfortable with Internet Explorer and need to be sold on Firefox.
• Be Objective. It might surprise some people out there but the “real world”? is not as split on Apple and Microsoft. Microsoft is the overwhelming choice for the average Internet user. They don’t care if you think Bill Gates is the devil, or if IE is a part of an evil monopoly. All they really care about is “Can I check on the latest score”? or “Doe Google work in this browser?”?. Best to leave your political views on Windows, Apple, Microsoft and the Mac out of the Firefox discussion.
• Be Ready for objections. What you mean people won’t think that Firefox is the coolest thing since sliced bread? No not everyone will.
• Answer objections with feeling words. Believe it or not this is not a logical choice. Don’t argue technical merit. In sales there is a formula known as Agree-Answer-Close (AAC). Say things like “I understand how you feel. A lot of people have felt that way”? Then answer their objections without a lot of “beat you over the head”? technical talk.

When pitching Firefox you have to ask yourself a fundamental question. “If I knew more about their client’s needs and challenges would I have a better chance to convince them that Firefox is a better choice”?? Of course you would. The key is to explore and find out things that position Firefox to help the user.

I’ll leave you with something to think about. If you are good at communicating benefits to the potential Firefox user…does it even matter if it’s better? Just something to think about.