Jeff Shore writes a thought-provoking short piece about how, actually, the greatest barrier to your sale can be a preference for doing nothing.
He gives a good 3-step process for bringing home to a prospect the actual cost of their doing nothing, thereby helping you to get them moving along the path to solving their problem.
Reminds me of some very sensible points our Sales Trainer (Carol of Morton Kyle) has been making recently!
Your strongest competitor is actually a mental construct in your prospect’s mind. Psychologists call it the “status quo bias” – which is the allure of doing nothing at all. The prospect’s status quo bias represents a natural tendency towards loss aversion. People stay put, even in an undesirable situation, because fear of loss is greater than hope for gain.