Four reasons CIOs don’t switch (but a big reason why they do)
January 11th, 2010 - Posted in Manufacturer Services, Solution Provider Services by Tim Freestone
You can run down the list of enhancements and show that your solution could beat the competition head-to-head. And, it’s cheaper – a lot cheaper. It goes on and on. You’re talking to a prospective client and keep hitting a roadblock: he doesn’t want to switch from what he has now. In the IT sales and marketing space, this could be the most difficult challenge you’ll face.
There are countless reasons why CIOs and IT directors tend to stick with what they know. Below, you’ll find a few, but I’m sure you’ll come up with a few more before you get to the end of this article. What’s important, though, is the one reason that CIOs and IT directors will change from one system to another. Hit this mark, and you’ll find it easier to meet your clients’ needs.
1. Not a matter of cost
It’s tempting to think that everything has a price, especially in a world of constrained IT budgets. But, merely beating the incumbent on cost isn’t enough. Remember that you may be pitching the person who chose the existing solution … which can feel like a judgment. Also, you’re trying to overcome an existing relationship, which may be quite positive. IT decision-makers invest in solutions to their problems; they don’t browse the discount racks.
Google is starting to edge its way into what would normally be considered the traditional IT business. It’s delivering both personal and enterprise applications, from office productivity to e-mail to data storage. And, it’s generally charging very little or nothing at all. For small businesses especially, 
