JUST LIKE the competitor's, at least on the surface, the easier it will be for the customer to learn. Of course, the added value of the new product should be evident, but too great a difference might intimidate customers. A similar approach could lure customers to your product or service. Think of ways to make it as natural for customers to do business with you as with your competitor. Subsidizing the transition.
Some companies provide free training to customers, others offer trade-in allowances.
Beta owners might have converted much earlier if they could have traded in their tape libraries for the VHS equivalent. Maybe you don t have love, karma, or clever wiles on your side, but customers will beat a path to your door if you pave the road, pay the toll, and open the gate. Once you ve tempted them, just be sure your product is worth the switch. A collection of 15 articles by Porter on everything from switching costs to international competition.