Before you read any further in this section, I'd like you to take a moment and write down who your biggest competition is.

OK, got it?

I'm going to go out on a limb here and tell you that no matter what company you wrote down, you're wrong. Here's what I'll tell you; no matter what industry you're in, no matter how long you've been selling, the biggest competition you face in selling is the status quo. The Status Quo; whatever it is your prospect is doing now – that's the key challenge you have to overcome in selling. Recognize this universal truth and you can become much more effective in your selling efforts.

To really understand why the Status Quo is such a formidable competitor, it helps to explore a bit about the psychology of decision-making. According to psychologist and author Robert Cialdini, “Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.”

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