Your industry is a group of dominoes.
Each product is standing beside the one before, your customer needs to knock down each one to get a stable solution
You find out by talking to your customers about alternative solutions, based on that you then find direct customers of those solutions (your non-customers) and talk to them.
You *need* to understand if your customers are your first-time customers OR if they are first-time
You can attempt to understand the value of alternative solutions by providing discounts for alternatives during your up-selling part of your sales cycle. You can provide more value for your customers by giving them 2 options with a discount for each and seeing which one is chosen the most.