After customers become aware of a new problem, they may consider whether they should pay for a solution or try to build their own, writes Matt Sharrers. "Your job is not to prevent the customer from wondering if they can build," he writes. "Your job is to teach the customer how to properly answer this question." Often, a customer's decision-making process will be driven by fears about how the decision will be perceived by supervisors and colleagues, Sharrers adds.

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