I am reading a book called The Road Less Stupid by Keith Cunningham. Keith shared four reasons on why potential customers reject a solution These of course will limit the growth of an organization. I have summarized the reasons below.
Risk– Target customers do not buy if they perceive a risk of failure or have a fear that our solution will not work for them. This is where references are vitally important along with our experience working with similar organizations.
Friction– Sometimes potential customers do not buy because the brain damage associated with switching is too great. The pain of change is not worth the gain.
The Difference That Makes the Difference– Confused prospects rarely buy. If a potential customer does not have a clear understanding of what you can do for them that is meaningful and is not available elsewhere, they are unlikely to make the switch. We need a granular understanding of what our competitors do and how what we do is meaningfully different.
Success Proposition– We need to clearly communicate to potential customers that our product will meet their definition of success. Customers leave because of a vendor’s inability to consistently meet their expectation of success.
