My company provides a service (product) to enable organisations to present bills and documents in electronic format. The product is generic, it is the implementation and service that differentiates providers. How can I convince a customer to transfer to us if there is considerable inertia to such a change? They know we are better and will save them from a cost perspective in the long run but they are just not motivated to change.
Context (Selling a Product or Service)
Customers changing service provider.
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