Sometimes it is so frustrating. You know you have a better product, your price is attractive, your service is outstanding. If the prospect would switch to your solution, you know they’d be delighted.

So, why won’t they switch? Are people really that stupid? Or, is it you? Did you do something to put them off?

While there are some circumstances where the answers would be yes to the questions above, the most likely answer is something totally different. The reason they won’t switch is the ri