Your biggest competition for sales is not what you think it is.

It’s not a competitor. It’s not even an incumbent.

No. Your biggest competition for the sale is your prospect’s unwillingness to change. If you aren’t generating the sales volume you desire, it’s because you haven’t created a compelling enough reason for your prospect to change.

A commitment to change is one of the ten commitments that you must secure to close the sale according to the book, the Lost Art of Closing, by Anthony Iannarino.

You gain this commitment by painting a compelling vision of a better future that you can help them achieve. Standing in your way is a large dose of status quo bias. How big is that obstacle? According to one study, people value what they already have 2.6 times more than something they don’t.

That means that the willingness to change only comes about if the prospect feels like the future you’re selling is almost three times better than their current state.

And that’s why an unwillingness to change is your biggest competition. Gain the commitment to change and you will gain more sales.