That’s exactly right. Any seasoned salesperson will agree that they’ve lost more sales to people doing nothing than going with any of their competitors – by a fairly large margin.
Why is that?
Let’s go back to your family dinner growing up. My guess is that everyone in your family had “their place” at the table. If you sat in someone else’s place, things would be uncomfortable. Do you always sit in the same chair in your conference room? Your school classroom? Chances are the place you sat for the first time is the same place you sit every time.
There is a powerful “mental shortcut” that explains this behavior. It is called the “status quo bias” Simply stated it is the strong tendency to remain in one’s current situation.
Sure, it’s important to focus on the competition, however if you want to see sales increase quickly you’ll want to focus on a solution to the “status quo bias”.
So, step one in growing sales is to answer the question – WHY CHANGE?