Many analysts claim - and many sales people would agree - that today’s most powerful competitor is not another similar vendor, but the status quo. A “do nothing” or “change nothing” decision is now the most common outcome of complex B2B buying decision journeys.

For ongoing purchases, the perceived cost and risk of change tends to give the incumbent supplier an advantage unless their position is eroded by internal or external forces. And for new purchases the same concerns over the impact of disruption mean that the prospective customer is unlikely to change unless the reasons to act are compelling.

Competing against the status quo requires that we establish a clear contrast in our customer’s mind between the negative consequences of continuing on their current trajectory and the positive benefits of embracing the need for change. If we cannot, they are unlikely to change...

I recently shared my thoughts about applying Simon Sinek’s “Start With Why” concept (also known as The Golden Circle) to the sales process - you can read the article here.

I used Sinek’s framework to make the point that our best customers don’t just buy what we do, they buy into why we have chosen to do it and are prepared to pay a premium for how we do it.

Being able to articulate our why - and going on to explain how our approach is distinctively different and capable of driving superior outcomes for our customer - is a critical advantage in complex B2B sales.

But what about our prospective customer’s why and how - the reason why they believe they need to change and their vision of how they are going to make that change happen? What can we do to influence their thinking?

In September 2009, Simon Sinek took the stage at a TEDx event and delivered an 18-minute presentation that has now been viewed around 50 million times across a variety of different sites.

In it, Sinek offered a model for inspirational leadership that he explored in his best-selling “Start With Why”. He has gone on to be widely recognised as an expert in how leading organisations and people think, act and communicate.

I’m a fan. I believe what he believes.

If you’re unfamiliar with Sinek’s work, I’ve included a link to his presentation below. His concept of the Golden Circle - grounded in the biology of human decision making - helps us understand why some messages resonate while others fail. And it has tremendous relevance for successful B2B sales conversations...