Comfort zone – customers resist change; no fear; risk-free; safe; getting by; easy to do;

Learning zone – customers open to new possibilities and exploring new things; pursuing their goals and vision; fear and risk involved; 

Panic zone – too far and too tough to do; uncomfortable; customers block every initiative;

When Does the Status Quo Win?

commodity

challenging to implement

fear of change

When is the Status Quo no longer possible? 

Trigger Events are happening

Executives are engaged

New leadership

Internal champions

How to Sell Against the Status Quo?

identify pain points (Away-from direction)

identify goals and missions and vision (Towards direction)

Engage rational and personal reasons

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