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?