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CIO Authors: Jason Bloomberg, Jeffrey Abbott, Charles Araujo, Adrian Bridgwater, Ed Featherston

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[Video] How to Fight Your Biggest Sales Competitor (It's Not Who You Think)

Who's your biggest sales competitor? It's not who you think. It's the status quo. Doing nothing is the absolute easiest thing for people to do -- even if the process or products they're using now aren't doing a good job.

Over the years, I've always lost about 50% of my identified prospects to no decision. Sometimes it truly doesn't make sense to change. I can live with that. But other times it is foolhardy to stay with what they're doing -- yet they still do. Those are the times that drive me crazy.

That's why I've learned that our most important job is helping our prospects understand the business value they'll get from making a change. It all starts with a story of how we've helped others.

This needs to pique their curiosity enough so they're interested in learning more -- especially since the analysis requires time & resources. Case studies and white papers can provide proof sources. And best of all, our savvy questions can help our prospects determine if it's really worth going forward with a change initiative.sales competitor

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More Stories By Jill Konrath

Jill Konrath’s career is defined by her relentless search for fresh sales strategies that actually work in today’s business environment. She loves to work on tough sales challenges, big issues and unsolvable problems. Her first book, Selling to Big Companies, was hailed as an "instant classic." Fortune selected it as a "must read" and it's been an Amazon Top 25 sales book for 4+ years. Her newest book, SNAP Selling, was just released to rave reviews. She also writes a popular blog and publishes a leading newsletter. As an in-demand speaker an annual sales meetings and conferences, Jill helps sellers crack into new accounts, speed up sales cycles and win more business. Her clients include IBM, Microsoft, Hilton, Accenture, 3M and Staples. Her expertise is frequently published in top business media such as ABC News, Success, Inc., WSJ Start-Up Journal, Entrepreneur, New York Times, Business Journal, Selling Power and Sales & Marketing Management.