Mark Osborne explains why B2B buyers resist change: 70% of the time they pick the status quo or an internal workaround over switching to a competitor. To win, you need to create a burning platform that makes staying put impossible.
I was reading some statistics the other day that, you know, for, you know, B2B services and even sort of technology underpinned services, your biggest competitor is nothing because something like 70% of the time when they say no to you, it's not because they chose a competitor. It's because they either did a satisfying solution internally. They kind of figured out what they could do themselves. Or they did nothing and sort of resolved to the status quo. So really creating a solution that lives, you know, where they've got a burning platform they have to jump off of is really sort of key to success. So good on you for recognizing that.
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