You’ve probably been there.
The customer seems completely on board, asks smart questions, talks about next steps, and even mentions implementation. You leave the meeting with a really good feeling.
But then… nothing happens. No replies to emails, no follow-up calls. Just silence.
What went wrong?
You’ve just encountered one of the strongest psychological forces in existence: the status quo bias.
It is the human tendency to prefer that things remain the same, even when a change would be for the better.
The status quo bias is fundamentally about security. It protects us from risk, but it also prevents us from seizing potential advantages.
It’s not that the customer doesn’t like your solution. Their brain is simply trying to protect them from doing something new.
The Brain Hates Change 🧠
When a potential customer starts considering your solution, the brain reacts much like it would if you suggested they jump out of a plane without a parachute.
A small part of the brain called the anterior cingulate cortex lights up warning signals: “Change is coming!”
Simultaneously, the amygdala, the brain’s own alarm system, wakes up and exaggerates the risks while downplaying the potential gains.
Research shows that people need to perceive an advantage that is at least two and a half times greater than the potential loss to dare to act. In the B2B world, the threshold is often even higher.
That’s Why B2B Decisions Feel So Heavy
Making a B2B decision is not like buying a new coffee machine for your home. Here, someone’s professional reputation is often at stake. When the customer signs your contract, they are not just investing money. They are staking their name.
This is why so many continue to gather information, involve more people, and push the decision forward. Not because they want to be thorough, but because it feels safer to wait a little longer.
If you think about it, you’ve probably done the same yourself: “We’ll take it next quarter.”
That’s the brain preferring to hold onto the familiar rather than risking something new.
The Safety in Not Acting
Here is the uncomfortable truth: for most customers, it feels safer not to make any decision at all than to make a potentially wrong one. A failed purchase can be perceived as poor judgment, while the status quo rarely needs to be defended.
This creates what I call the comfortable uncomfortable—situations that are obviously problematic but still feel safe, precisely because they are well-known.
The customer knows their current solution is inefficient, but they also know exactly how it works. Your solution may be better, but it represents the unknown. New risks, new processes, and an untested result.
How to Help the Customer Break Free from the Status Quo
The irony of the situation is that customers don’t want to be stuck in the tyranny of indecision. They want to reach a decision. So, the salesperson’s job is largely about helping the customer do just that.
So, how do you do it?
1️⃣ Make it simple to choose. Too many options only create “decision paralysis.” Show a clear, simple path forward.
2️⃣ Ask for small steps instead of big decisions. “Can we book 15 minutes to review this with your team?” is much easier to say yes to than “Are you ready to move forward?”
3️⃣ Create a little healthy urgency. An upcoming price change or limited availability can help the customer prioritize a decision now, not later.
4️⃣ Use social proof. Show examples of companies they recognize and respect. The more relevant you make it, the better.
5️⃣ Make the first step easy. Offer something that feels risk-free yet valuable, such as a pilot, a needs analysis, or a workshop. Let them experience the value before they have to make the big commitment.
6️⃣ Address their hesitation directly. Be transparent: “I understand that switching feels risky. Let’s talk about what could actually go wrong, and how we would handle it.”
From Seller to Partner 🤝
Your customers don’t want to be sold to; they want to talk to someone who understands them. When you stop trying to win the deal and instead focus on helping them make a safe decision, the dynamic changes completely.
Share insights, ask curious questions, and show that you understand their reality. Then you go from being just another vendor to someone they want to work with.
The Bottom Line 🏁
The Status Quo Trap is not about unwillingness. It’s about protection. Customers aren’t trying to ignore you; they are just trying to avoid making a mistake.
The best salespeople win not because they have the most advanced solution, but because they make choosing change easier and safer.
When you show that you understand their risks and help them feel secure in the process, that’s when the magic happens. That’s how you get customers to actually act.
Here you can read how you increase sales to your current customers!
