Status quo bias—or our natural preference for avoiding change—is the biggest threat to your success in the B2B buyers journey. After all, more than 60 percent of qualified pipeline deals fizzle out in “no decision,” according to Sales Benchmark Index.
This runs counter to the common idea that it’s the competitors in your industry you need to outperform and topple. In reality, when you’re trying to acquire a new customer, what you’re really battling against is your prospects’ preference for inaction. That’s your real enemy. The mindset that favors the supposed comfort of the status over a different and better alternative is what you need to disrupt.
Disrupting the status quo is such a daunting challenge for B2B marketers and salespeople because four main causes of status quo bias stand in your way.
In this eBook, Tim Riesterer, co-author of The Three Value Conversations, is among nine featured industry experts who discuss how to disrupt the status quo bias and drive more revenue with your demand generation programs. In Tim’s section, you’ll get a crash course on the forces you need to overcome to defeat status quo bias and convince prospects to change to you.