We face the same problem in an even more niche market. It seems to be very hard for customers to understand that a product can have more than one use and that t

We face the same problem in an even more niche market. It seems to be very hard for customers to understand that a product can have more than one use and that the first use they think of is not the only use. We haven't solved this problem, but our current thinking is focused towards splitting up the application into separate offerings solving one thing at a time - ultimately a worse solution for the customer, but one with a lower cognitive load.