{
  "title": "Switching suppliers: what the sales pitch leaves out",
  "url": "https://www.shr.swiss/blog/vente-valeur-ajoutee-cout-changement-fournisseur-en",
  "language": "en",
  "datePublished": "2026-02-20",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "A technically superior offer is not always enough to trigger a change of supplier. Research suggests examining what customers must give up, learn and safeguard before adopting it.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Neuchâtel",
    "region": "Neuchâtel",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "William Samuelson and Richard Zeckhauser (1988, Journal of Risk and Uncertainty) show, notably through decision experiments, that presenting an option as the existing situation favours its retention."
    },
    {
      "heading": "The costs that offer comparisons leave out",
      "point": "Thomas A."
    },
    {
      "heading": "The premature conclusion",
      "point": "One might conclude that customers stay through inertia and simply need reassurance."
    },
    {
      "heading": "What the evidence does not allow us to promise",
      "point": "These articles do not test the effect of sales support for switching in Neuchâtel's microtechnology sector."
    },
    {
      "heading": "A practical check in Neuchâtel",
      "point": "Within SHR's « Vente à forte valeur ajoutée » programme, an exercise applicable to microtechnology, watchmaking and precision microelectronics businesses in Neuchâtel would involve attaching a transition sheet, validated with the customer, to each pilot proposal."
    }
  ],
  "sources": [
    {
      "authors": "Zeckhauser",
      "year": "1988",
      "source": "Journal of Risk and Uncertainty"
    },
    {
      "authors": "Mahajan",
      "year": "2003",
      "source": "Journal of the Academy of Marketing Science"
    }
  ],
  "wordCount": 389,
  "image": "https://www.shr.swiss/img/blog-editorial-2026-02-20-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/vente-valeur-ajoutee-cout-changement-fournisseur",
    "en": "https://www.shr.swiss/blog/vente-valeur-ajoutee-cout-changement-fournisseur-en",
    "de": "https://www.shr.swiss/blog/vente-valeur-ajoutee-cout-changement-fournisseur-de",
    "it": "https://www.shr.swiss/blog/vente-valeur-ajoutee-cout-changement-fournisseur-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation/vente-forte-valeur/neuchatel",
    "city": "https://www.shr.swiss/formations-ville/neuchatel",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}