- Competitors’ customers don’t recognize your advantages
- Battling inertia: if it’s not broken, why change?
- Competitors match your claims, and then some
Nothing gets your team more fired up than replacing a competitor. When a competitor makes a move that makes their current customers vulnerable, we can’t resist jumping in with a competitive replacement program. But it is harder than it sounds. Huge switching costs make migrating from one vendor to another a big decision. And there’s no guarantee that after the move, life will be better on the other side of the fence.
That’s where your customers who have already moved from that competitor to you come in. They’ve done it, they’ve survived, and they’re thriving. Have them share the experiences that will convince their peers to consider the same migration. Have them tell how they justified the move, what the experience was like making the migration, and how much better life is on the other side.