Why should customers “CARE”?

Why Should your Customers Care?

The challenge when describing “Why your Customers Should Care” is found in what economists call “Loss Aversion”. This is the place, where your customers would rather stick to the status quo, rather than risk a “POSSIBLE GAIN“, by opting to change to your organisation, as their new supplier or where existing customers, will accept new product recommendations from you.

To combat “Loss Aversion” you must demonstrate how the “Big Change”, you cited previously will create both big winners and big losers.

When you show your customers “Why they should care”, you must show them the following:

  1. Firstly, you need imperative evidence, to show that by adapting to the change, your customers will enjoy a highly positive future.
  2. On the other hand, by not adapting to the change, will result in an unacceptable outcome.


52 % of Fortune 500 companies have closed their doors during the past 15 years. This is, because they have been slow to adapt to change. In other words, they have not adapted their sales processes, to match the evolving needs of their customers.

In the graphic below, you can see that only 70 years ago, the life expectancy of a business was around 75 years. Due to massive ongoing changes in our world, this has reduced to around, only 15 years today.

This is the type of negative change, we must be aware of and, it is our duty to advise our customers, about how we can support them, with “OUR” products and services that will help them to weather any changes in their industry.

In fact, when we do this properly, we have access to one of the most powerful sales tools ever, namely:

We show our customers how, by using our products or services, they will turn out to be winners and they will manage or mitigate “CHANGE” in their stride

IBM, is one of the organisations, who is constantly innovating and adapting to these changes. (see below)

IBM as an example, has adapted from a punch card tabulator, to a futuristic cognitive data services, organisation. They have also adapted their sales process and the narrative, they share with their markets, to match the changed needs within the markets they serve.