The status quo bias is defined as a person’s innate preference not to do anything different from what they are doing today.

Over the years, a number of psychological studies have shown that when faced with a decision, most people tend to stay to their status quo. And most of the time, we do not become aware of how this bias affects our decisions.

Why it happens? The simple answer is that people naturally view change as expensive, insecure and risky. People prefer on the contrary, to continue on the path they are already on, even if the alternative is objectively better.

How is the status quo bias applied to sales?

In the sales context, this bias is a powerful force that can be your best friend or your worst enemy. If you understand how your buyers frame their decision to change instead of sticking to their status quo, you are more likely to persuade them to make the switch, choose you, and stay with you when your competitors come knocking.

“In the customer acquisition scenario, you must disrupt and defeat your buyer’s status quo to persuade prospects to change and choose you”.

But how you handle your buyer’s status quo bias changes according to different moments and situations in the buying decision.

In the customer acquisition scenario, you must disrupt and defeat your buyer’s status quo to persuade prospects to change and choose you. But in a renewal or expansion scenario, research shows that a disruptive and challenging approach will backfire. Actually,  you need to defend your position as your customers’ status quo and reinforce the relationship.

With this in mind, it is important to you work to understand the deeper causes of the status quo bias. Then, you will know how it affects your buyer’s purchase decisions throughout the entire customer decision process.