A buyer has three options when making purchasing decisions: either buy from you, buy from your competition or Do Nothing. Sadly, 60% of deals in pipelines are lost to Do Nothing rather than to competitors. People have a natural aversion to doing something different than what they are currently doing. If they can’t see a real benefit, or better yet a way to avoid a disaster, then Do Nothing it is.
Here again is another opportunity to differentiate yourself and your company. You have to fight their inertia and disrupt their status quo by driving home the need for change, creating an urgency that is too difficult to ignore. Your solution needs to be not only better than the competition’s, it needs to be different than the competition’s.
