Your biggest competitor is the status quo, not another company

Most new business deals are not lost to another company. They are lost to the status quo: doing nothing, staying the course, keeping things the way they have always been. Gerard explains why this competitor kills more deals than any rival firm. Psychologists have found people perceive the risk of change as far greater than the risk of staying put, so the safe choice for a prospect is usually no choice at all. Business owners still convince themselves the real fight is with the other companies pitching for the same work. Gerard argues the positioning question that matters is different: how does your offer beat doing nothing? When you position against the status quo rather than against competitors, you address the objection that actually decides deals, and more of the opportunities that get down to the line close in your favour.