I recently read an article in SIA Update that listed the Top 100 Most Dangerous US Cities. As I was perusing through the top 10 or so on the list, I wondered to myself: why would people stay in these cities? Let’s forget this list – what about any of these areas that aren’t the most desirous to inhabit? Why live in a declining economy, bad climate, or an over-taxed community? There are probably many answers to this question, but I think it all comes back to this: not living there would require change … and people hate change.
Let’s shift our thoughts to your competitors’ customers. Your competition might deliver poor service, charge high prices, and have a terrible reputation; but you can’t get their customers to make the move to using your company. Why? You’ve shown them every benefit there is, and they haven’t made the move.
Here’s why … it’s not about benefits. Influencing customers to use your services and stop using their current provider is not about selling them on your benefits. It’s about managing them through the change.
First, understand the above point before anything else. Think of the 80-year-old that has never left a crime-ridden neighborhood that has nothing but bad experiences to offer. He probably had many chances, and the benefits of moving were endless for him and his family, but he never moved – it was just easier to stay there. It’s the same with your customers. If you want to move and start working with you, make it easy for them. Make them comfortable. Offer guarantees and schedule time in which you’ll be there during the transition. Stop trying to illustrate the benefits, and start making it easy.
Finally, think about the scenario above and how valuable it is to win a new customer. Once you have them, it usually takes quite a bit of convincing for them to leave.
