When a customer has the problem, but still won’t switch

Something we’ve been learning in B2B:

Having a painful problem doesn’t automatically mean someone is ready to buy a solution.

A team might complain about spreadsheets, manual attendance, messy reporting, or repetitive admin work and still keep doing it the same way.

Why?

Because the current process is familiar.

That has changed the questions we ask during customer conversations.

Instead of only asking:

“What problems are you facing?”

We’re paying more attention to:

“What changed recently that made this worth fixing now?”

That second question seems to reveal much more about urgency, timing, and whether someone is actually ready to change their workflow.

For other B2B builders:

What signals tell you a prospect is ready to switch, rather than simply interested in a better solution?