This approach works for almost any situation in which a risk-averse ‘customer’ is unfamiliar with your idea.
- First, Connect-the-Dots, to make your idea relevant to their current situation.
- Then, Do-the-Math, so they can see how your idea will improve their situation.
You must recognize that what is obvious to you, probably won’t be obvious to them
You’ll need patience, empathy, and serious homework, because you must understand the details of the customer’s situation and decision-making process functionally, financially and psychologically.
The ‘SPIN Selling’ concept and books have been very helpful in this area. (Summary: http://changingminds.org/books/book_reviews/spin.htm)