People hate change. We’d rather postpone the moment when we have to make a decision and change something (and, implicitly, face the bigger amount of discomfort) rather than do it abruptly. We’d rather “wait to see how things are going” before pulling the trigger. Rather spend time on easier priorities first and then “come back to that hard decision later”.

Unless.

Unless there’s a safety net comfort thought we find or manage to create fast. In practice: the user is between using solution X or solution Y for herself/her company but she’ll go with X as it anyways can use it personally (as opposed to Y). That’s a comfort thought that helps someone make a decision.

Or it could be less risk. “I could go with solution 1, as they guarantee it anyways, so if it goes wrong it’s still okay”.

How much thought has been put into reassuring your client that what they’re getting is the best solution? And how much into what their objections might be and how to respond to them before they churn?

About Ch Daniel

I run chagency, an experiences design agency that specialises on helping tech CEOs reduce user churn. We believe experiences are not only the reason why users choose not to leave but also what generates word of mouth. We’re building a credo around this belief.

I’ve also created an infinitely-valuable app for sneaker/fashion enthusiasts called Legit Check that impacted hundreds of thousands over millions of times – check it out at chdaniel.com/app

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