Competing against “do nothing”
5th July 2015 | Bob Apollo
If you’re involved in complex sales in a B2B environment, your most significant competitor is almost certainly not another vendor, but the status quo. According to the latest findings from Sirius Decisions, Sales Benchmark Index and many other respected researchers, an increasingly common outcome for even well-qualified sales opportunities is not a win, or a competitive loss, but a decision to “do nothing”.
It’s not hard to understand why. Faced with a generally risk-averse business climate, and with more stakeholders than ever involved in the typical buying-decision process, it’s often easier for prospective customers to conclude – after an apparently thorough consideration of the alternatives – that their least-risky option is simply to stick with what they already have.