A software company
recently launched a new program
aimed at assisting insurance brokers.
The program was slightly superior
to the others out there.
However,
the interface was so new and different,
it required initial training to use.

The brokers didn’t have time
for training.
Although they wanted the improvements,
the improvements weren’t important enough
to them
to warrant changing their habits.
They had choice.

They tried the system once,
didn’t like that first experience,
and then switched to a competing system.

The average person
(and I am certainly an average person)
is lazy,
wants instant results,
and has choice.

If your prospects have to learn
how to use your product
before they get results,
your product has to be
so good, so innovative, so status boosting, etc
that it is their ONLY choice.

This entry was posted on Friday, January 29th, 2010 at 6:00 am and is filed under New Business Development. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.