Why potential customers won't switch to your solution

Explained in two simple infographics, and what to do instead

It’s quite simple

But, not always, because perception

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What to do instead?

• In interviews and sales calls with people who switched to a competitor, try to understand the push, pull, inertia and anxieties of that person

• Build a product that is much better, not just a little bit, to justify the switching costs

• Design for easy switches: importing accounts, concierge setup: example here.

• Better != More Features → Better = Better Fit between customer and product, learn more here

• Don’t spend too much time selling to people who have already bought your competitor, who roughly offers the same thing as you do.

• Making a 10x product on a super-specific niche is easier than for a broad market

• If the current solution is no solution, that’s an orange flag: apparently, they can live without one, which says a lot about the problem's urgency.

• Make sure they understand and trust you: you don’t randomly click on links sent in crappy DMs. Their customer journey starts way before they enter your product.

• Stop targeting segments that are appealing for you that don’t convert: enterprise sales can be hard to convert: “Yeah but it’s a lot of money”, sure, but would you rather spend 12 months on 1 lead or 3 months on 12 leads?

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