If you’re involved in complex B2B sales, and if what you are selling is anything other than an absolute “must buy” necessity, then you all face the same top competitor, whatever you’re trying to sell, and whoever you’re trying to sell to.
It’s the status quo.
Until and unless your customer believes that their current situation puts their future business prospects at risk, they are most likely to conclude that staying with what they know – the lure of the familiar – represents their safest option.
After all, any course of action that involves change also involves risk. And until and unless the risk of sticking with the status quo significantly outweighs the perceived risk of implementing a new and unfamiliar solution, they are likely to “do nothing”.
There is psychology as well as statistics behind this. Daniel Kahneman, the Nobel Prize-winning behavioural economist proved through his research that those
