Last week, I reviewed the Budget/Price Barrier defense – the “Your bill rate is too high” objection. This week, we’re on to the second defense:
The Status Quo Shield.
This is a common defense mechanism, where prospects recite that tired old line, “I’m happy with my current provider(s).” Where should we go with that?
First, let’s unpack what’s going on here. I’m not a trained behavioralist (or even an untrained one!), but I believe this defense is deeply rooted in basic human psychology – it’s easier to do nothing than it is to do something!
There is a combination of contributing factors:
Loss Aversion. We tend to prefer avoiding losses to acquiring equivalent gains. The ‘unknown’ accompanying change often looms larger than any potential benefits.
Decision Paralysis. The fear of making a mistake or wrong decision favors not deciding at all (even though THAT is still a decision).
Familiarity. No matter how inefficient, the way we’re doing it now offers a sense of comfort and predictability.
Organizational Inertia. The seeming complexity of change can make maintaining the status quo appear more effortless.
So, how do we overcome the Status Quo Shield? Let’s consider some specific strategies.
1. Highlight the cost of doing nothing.
Point out the long-term consequences of not making a change. “Based on our/my previous experience, companies that continually improve their staffing and hiring programs often outpace their competitors in their ability to attract and retain the best talent available. Let’s look at what that means for your company…”
2. Help them see the future.
Create a before-and-after scenario that resonates with them and their specific situation. “Imagine coming in to work and seeing productivity increased by 10%/20%/30%, simply by improving your talent acquisition program…”
3. Address the ‘ease of transition.’
Emphasize your staffing firm’s support system/process and experience in guiding similar transitions. “We have a dedicated team that will work closely with you and your staff. Here’s what that will look like…”
4. Reframe the conversation.
Instead of positioning your solution as a replacement, frame it as an evolution or an enhancement of their current staffing program. “Our staffing solution actually builds on the strengths of your current provider(s). It’s not about replacing what already works, but enhancing it…”
These are just a few ideas on how to address this objection. What other ways can you lessen the fear of change in the prospect’s mind?
Overcoming the Status Quo Shield requires patience and persistence. The goal is not to criticize their current solution (remember, they probably selected them) but to expand their perspective and help them see the vast potential for improvement.
“Let me think about it.” That’s the topic of next week’s To the Point.