MISTAKE #8: You ignore barriers to trial or switching costs

Let’s never forget that getting someone to buy your product requires two forces to cooperate: 

(1) Something needs to draw them to your product

(2) And something needs to release them from the attractive force that drew them to whatever product they are buying today.

Let me share an example.

I’m one of those lucky or weird or sad people that married his high school sweetheart.  The story is a little complicated, but let’s just say I was able to hook her before she got into bigger ponds and realized there were better options than me.

I had to impress her with my unique combination of charm, humor, intelligence, athleticism, good looks, and, um, humility.

But I also experienced the painful process of watching her notice the same qualities in other possible suitors.

 It turned out that I didn’t have to convince her that I was interesting…I really had to convince her that I was MORE interesting than other options. 

To a large extent, I controlled how interesting I appeared to be.  But short of sabotage, I had little control over how interesting others appeared.

I couldn’t stop them from telling funny jokes or winning big games or having rock-solid abs.

At best, I could practice my own entrance.  I could rehearse the joke I would causally introduce into our conversations at just the right time.  And I could listen for the things that mattered to her and reflect that awareness in my actions. 

But I really had to depend on other suitors making missteps.  I had to wait for her to find reasons to not be interested in them.

ARE YOU DOING ENOUGH TO DATE YOUR SHOPPER? 

Too many clients I’ve worked with have developed the false perception that they’re the only game in town.  They can make a compelling case for why their product is a better value or superior to any other option on the market.

In addition to assuming their shoppers are better educated than they really are, these companies forget that other products have probably already caught their shoppers’ eyes. 

Your product may be flawless, but you still need to convince shoppers it is worth switching from the products they currently use today.  Yes, these products may have fallen short and disappointed them in the past, but they are also familiar.  They are products the shopper already has a relationship and a history with. 

That history has probably helped form a habit or routine or rut that you need to disrupt.

Maybe your shopper keeps buying the same razors because she happens to own the $5 reusable handle.  I know I've stayed loyal to products for less a $5.00 in sunk costs.

Maybe your shopper has been disappointed by so many products in your category that she has trust issues and isn’t willing to stray from the one she found is ‘good enough.

Maybe your shopper tried to get more educated about your category only to discover contradictory and confusing information that made her feel even more lost.

Maybe your shopper bought a club-size pack and, while she may hate the product, she’s not buying again until she uses up what she has.

WHAT BARRIERS DO YOU NEED TO OVERCOME?

Do you think switching barriers don’t exist in your category?  If so, you’re probably wrong.  Spend a little time talking to buyers and you’ll probably discover a scary number of those barriers you didn't think existed.