What could make a potential customer worry that they’re making the wrong choice? When interviewing people who recently evaluated a solution like yours, expect to discover plenty of misconceptions—including issues you’ve already solved and some that never existed in the first place. The resistance may come from buyers themselves, but it could also come from peers, friends, family, or colleagues.
Example: does a mobile phone carrier have a reputation for dropped calls in a major city, despite the fact that they have a better-than-average record? If a sales manager wants to purchase a cell phone service for their entire sales team, their supervisors or employees might plant seeds of doubt based on a popular misconception.
