Question
Common challenges in communicating value to customers include overcoming customer inertia, addressing perceived risk, and justifying the cost of adoption. These can be overcome by positioning your value proposition to offer a net benefit that is significantly greater than the cost required to adopt your product or service. If the gain to pain score is less than 10 to 1, reassess how well you address the customer pain points.
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There's a cost to find your company, cost to try your solution, cost to buy, and cost to implement, which takes inertia to overcome. And since your offering is an unknown alternative, you come with risk, as the customer's default is to do nothing, which takes zero energy. Position your value proposition to offer a net benefit that is so disruptive and defensible that it is ten times greater than the cost required to adopt your product or service. If you find your gain to pain score is less than 10 to 1, you should reassess how well you address the customer pain points. (Slide 11)
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