Selling against incumbents.
WHAT NOT TO DO
Compete on feature count.
WHY
You will lose, and features are not why people switch.
WHAT MAKES PEOPLE SWITCH
A specific frustration Price, where the difference is large Something the incumbent will not do Better service
WHAT TO FIND OUT
What their customers complain about.
WHERE
Reviews, forums and support communities.
WHAT TO BUILD
The thing they refuse to build.
WHY THEY REFUSE
Large products serve their largest customers, which leaves smaller ones underserved.
WHAT SMALLER COMPETITORS CAN OFFER
Direct access to the people who build it Rapid response Focus on one kind of customer
WHAT TO BE HONEST ABOUT
Where they are genuinely better.
WHY
Prospects have already researched, and denying it costs credibility.
WHAT TO NEVER DO
Disparage them Misrepresent their pricing or capability Compare against an outdated version
WHAT TO PREPARE
An honest comparison, and migration assistance.
WHY MIGRATION SPECIFICALLY
Existing data is the main barrier to switching.
WHAT TO EXPECT
Longer sales cycles, and customers who need a reason beyond preference.
