Displacing an incumbent.
WHAT YOU ARE ACTUALLY ASKING
That they accept the risk and effort of changing.
WHY THAT IS HARD
The current arrangement works well enough, and changing is work.
WHAT MUST BE TRUE TO WIN
A real dissatisfaction A trigger Migration made easy Risk reduced
WHAT TO ESTABLISH FIRST
What is not working.
HOW TO ASK
What would you change about how it works today.
WHY THAT PHRASING
It invites criticism without requiring disloyalty.
WHAT TO LISTEN FOR
Frustrations mentioned repeatedly Workarounds they have built
WHAT TRIGGERS CREATE OPPORTUNITY
A renewal approaching A failure A price increase A change of personnel
WHAT TO DO ABOUT RENEWAL DATES
Ask, and return before them.
WHAT TO NEVER DO
Criticise the incumbent.
WHY
Their choice was reasonable at the time, and attacking it attacks them.
WHAT TO DO INSTEAD
Describe what you do differently, without comparison.
WHAT REMOVES THE LARGEST OBSTACLE
Doing the migration for them.
WHAT ELSE HELPS
Running alongside for a period A short initial commitment
WHAT TO EXPECT
A long cycle, tied to their renewal.
WHAT TO DO MEANWHILE
Stay present, usefully.
