
When we talk about influencing a customer’s willingness to pay, there’s a step we often overlook—one that’s even more critical: willingness to change.
In today’s sales environment, the status quo is often your toughest competitor. Studies suggest that up to 60% of sales opportunities end in no decision. These deals don’t fail because your product isn’t good enough or the price is too high; they fail because the customer decides it’s safer, easier, or less risky to do nothing.
This isn’t just about money—it’s about psychology. Humans are wired to resist change. It’s not surprising, then, that customers often need more convincing to abandon their current situation than to adopt your solution. Let’s unpack why that is and what you can do to help them overcome this barrier.
The Twin Fears of Change: FOMO and FOMU
At the heart of a customer’s resistance are two powerful forces:
- FOMO (Fear of Missing Out): Customers are keenly aware of opportunities they could be missing if they stay put. They might miss out on better technology, higher productivity, or competitive advantages. But there’s a catch. FOMO alone isn’t enough to drive change. It’s the COI – the cost of doing nothing and the promise of something significantly better that creates momentum.
- FOMU (Fear of Mucking Up): This is the bigger obstacle. Customers worry about the risks and consequences of change. What if the solution doesn’t work as promised? What if the transition is too disruptive? What if they face internal backlash for a decision that doesn’t pan out? How will they look and feel if it all goes wrong?
While FOMO creates desire, FOMU breeds hesitation—and hesitation wins unless you actively address it.
Why Customers Resist Change
The decision to stick with the status quo is rarely irrational. For many customers, doing nothing feels like the safer option because:
- They know what to expect. Even if their current situation isn’t ideal, it’s familiar.
- Change feels overwhelming. New systems, retraining teams, or adjusting workflows can feel like too much to handle.
- There’s no clear urgency. Without a compelling reason to act now, tomorrow always feels like a better time to decide.
Shifting the Balance: How to Inspire Change
So, how do you overcome these barriers? By tackling FOMO and FOMU head-on and helping customers see and feel the benefits of moving forward.
- Amplify the cost of doing nothing. Show customers what they’re truly losing by staying put. Highlight the risks, missed opportunities, and long-term costs of inaction. For example:
- What’s the impact of lost revenue from inefficiencies?
- How much market share could they lose to competitors?
- What would happen if their current solution fails?
Help them visualize the pain of same in vivid detail.
2. Create a compelling vision of the future. Inspire FOMO by showing them what’s possible with your solution. Be specific. Share stories, stats, and examples that make the benefits feel real and achievable. Paint a picture of:
- Increased productivity.
- Happier customers.
- Tangible financial returns.
The more they can imagine a better future, the more willing they’ll be to pursue it.
- Reduce the fear of mucking up. Address FOMU by showing them the risks are manageable—and that you’ll guide them through the process.
- Break the transition into clear, simple steps.
- Provide evidence of success through case studies and testimonials.
- Offer guarantees, support plans, or pilots to ease their concerns.
Your goal is to make the path forward feel safe and straightforward.
From Willingness to Change to Willingness to Pay
Here’s the key takeaway: willingness to pay only comes after willingness to change. If you can’t convince your customer to abandon the status quo, price will never matter because the deal will never move forward.
Willingness to pay only comes after willingness to change.
The best sales conversations don’t start with, “How can I sell this?” They start with, “How can I inspire this customer to move forward?” When you shift your focus to challenging the status quo and helping your customer navigate FOMO and FOMU, you create a foundation for real momentum—and real results.
Over to You
Are your sales conversations designed to address both FOMO and FOMU? How do you challenge the status quo in your opportunities? Let’s discuss in the comments below. If you’d like to discuss your thoughts and challenges with me, drop me a DM and let’s start a conversation.
And remember: Keep selling the value!
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