build a buying vision
When acquiring new customers, many salespeople assume their prospects will ultimately decide between their solution or a competitor’s solution.
But the truth is, 60-80 percent of deals end in “no decision.” Prospects don’t see a compelling enough reason to change from their current situation, so they decide to do nothing at all.
In other words, your biggest enemy is not your competitors—it’s the status quo.
But the truth is, 60-80 percent of deals end in “no decision.” Prospects don’t see a compelling enough reason to change from their current situation, so they decide to do nothing at all.
In other words, your biggest enemy is not your competitors—it’s the status quo.
Over the years, psychological studies have shown that people have an innate aversion to doing something different than what they’re doing today. This cognitive bias is known as Status Quo Bias, and it causes a level of subconscious inertia that you need to overcome in your acquisition conversations.
New prospects aren’t asking themselves why they should choose you—they’re asking themselves, “why should I change?” It’s your job to convince them to change by telling a powerful story that makes their current situation seem unsafe and unsustainable.
New prospects aren’t asking themselves why they should choose you—they’re asking themselves, “why should I change?” It’s your job to convince them to change by telling a powerful story that makes their current situation seem unsafe and unsustainable.
