When trying to get a client to switch to your product (or service), you have to understand the resistance to change...in order to get them to change. Here's a simple META framework that highlights the Top 5 things you need to address to acquire a client from your competitor: M.oney (cost of switching) E.ffort (required to switch) T.ime (investment and delays due to switching) A.doption and/or A.cceptance (will people/employees/team members use it) And lastly, but MOST important is ER = Emotional Risk. Your internal champion or influencer is worried about what will happen to them/their career if the switchover fails. In your presentations or demos, you need to address and assuage all 5 of these concerns in order to get them to switch.