When I speak to our CEO, who is in charge of our marketing processes, he keeps telling me that there are too many vendors like us in the IT world and we desperately need to differentiate somehow to be spotted by anyone out there.
The “try before you buy” concept does not work anymore. Trying something is an exhaustive task. People cannot oblige themselves to toil that much. Worst of all, even after you’ve tried a lot, you may still be uncertain if that was a good experience or not.