Why is your buyers’ status quo bias such a force to be reckoned with? One reason, as Tim Riesterer explains in this keynote speech, is that people have a preference for stability and stability in their preferences. And that’s only one of four causes of the status quo bias.
As a seller, your job is to disrupt that stability—opening prospects up to persuasion and the possibility of doing something new. Tim discusses how you can do that through a non-traditional messaging approach — one based on introducing prospects to challenges or missed opportunities they don’t already know about (their “unconsidered needs”) and mapping those issues to your unexpected strengths.