“Do nothing” or “No change” is one of your least understood competitors. The upfront costs of making a change mean that the on-going benefits need to be significant, in terms of lower costs, increased productivity, or additional functionality. If the current situation is good enough, even if less functional than your alternative, the prospect will not make the change. If you have time to make a salad or a cake from scratch, then you will probably not buy bagged salad or bakery products. If your PC is old, but fast enough for email, you have no real need to upgrade to a faster model. So be sure that your product has enough value to overcome the good enough syndrome.