The effect of the Ultra Low Emissions Zone was crucial in a recent UK byelection. People are being asked to change their behaviours and are somewhat resistant. We can learn a lot about our customers from this.

Buying a new pair of shoes is a perfect example of the buying process and can teach us a lot about how to go about making a sale.

Before a customer can buy a product, they need to understand how that product will change their existing processes and why that change is a change for the better. If the product is simply presented to the customer without them understanding why they need to change, the opportunity will frequently be lost.

There have been lots of articles and blogs written about this subject (about 353,000,000 results according to Google) with lots of commentary and analysis associated with each of them. Each article had a slightly different take on the problems and how to solve them. However, there appeared to be no overall consensus on what was the biggest problem. So, I set out to investigate.