An article by August Turak titled “Three Keys to Competing” got me thinking about competition in a new way. Turak describes the levels of competition as direct (other suppliers), indirect (budget constraints), and procrastination (fear of change). “…the most insidious, most often neglected and hardest to overcome” is procrastination, he writes. Rather than buying from a competitor, the prospect does nothing.
What kind of content can address your customers’ fear of change? Try these approaches to help them act with confidence.
Understand Change is Not Easy
My computer was several years old with little storage space left on the hard drive and running very slow. Still, I waited. Learning something new requires time and attention. A long time PC user, I decided to buy a MacBook Pro. The processor was fast. I would have additional connectivity that includes HD video calls, and better graphics. These features were easily translated to benefits for me. I was able to call an Apple specialist who answered my questions through the number provided on the website. The content reads:
Follow Up With Ongoing Training & Support
The initial frustration of learning something new can be substantial. I suddenly became an amateur computer user after years of being an expert. I purchased the One on One support program for $99. This gives me access to the online tutorial and allows me to attend the One on One workshops at my local Apple store. Many of my frustrations were eliminated. I continue to refer to the online tutorial and attend the workshops to expand my understanding of what I can do with this computer. Apple makes it easy for customers to get support:
Anticipate the Benefits
Everyone wants a product or service that makes life better and easier. Apple seems to be anticipating my next purchase on their Home page:
Having the same content available on multiple devices is of great benefit. The automatic aspect tells me I won’t have to spend hours setting it up. I am now anticipating the benefits of change rather than fearing it.
How does your content address customers’ fear of change?