I was struggling.
Explaining people they needed (or I thought they needed).
Evangelizing.
Subscribing to my service.
For barely 15 euros.
Why didn’t they go for it? Couldn’t they feel it would be useful? What was wrong with my approach?
The problem wasn’t the price. It wasn’t even the direct competition.
There was none at this time.
While it seemed to me I was pushing a premium service to help them find a job, my prospects had another feeling: I was offering a commodity.
And as a commodity provider, I wasn’t fighting on the same level as my usual competitors.
Because for the price of my monthly help, they could get something else: Netflix, Spotify, Amazon Prime…
Your competition is not always the direct one you would think about. And if you’re selling a commodity, always remember people will go for the easiest, the cheapest and the laziest way.