![]() ![]() The possibility of regret brings up all sorts of negative emotions such as fear, dread, and anxiety. Conversely, if you destabilize their preferences, you increase their openness to change. If a customer’s preferences change less often, or remain static, they’re more likely to choose the status quo and stick with what they’re doing today. In fact, people filter out and discount information that runs counter to their opinion. When people form an opinion or preference about a situation, they don’t like to change their mind. In his study “ The Psychology of Doing Nothing,” research psychologist Christopher Anderson details four causes of Status Quo Bias. Then, you’ll know how it affects your buyer’s purchasing decisions across the entire Customer Deciding Journey. With this in mind, it’s important to understand the deeper causes of Status Quo Bias. You actually need to defend your position as your customers’ status quo and reinforce the relationship. But in a renewal or expansion scenario, research shows that a disruptive approach will backfire. In customer acquisition scenario, you need to disrupt and defeat your buyer’s status quo to convince prospects to change and choose you. If you understand how your buyers are framing their decision to change, versus staying with their status quo, you’re more likely to persuade them to change, choose you, and stay with you when your competitors come knocking at their door.īut how you manage your buyer’s Status Quo Bias changes with the situation at hand. In a sales and marketing context, Status Quo Bias is a powerful force that can either be your best friend or your worst enemy. How Does Status Quo Bias Apply to Sales and Marketing? It’s much easier-and much safer-to stay with your current way of doing things than to take a risk on something new. Whether you realize it or not, you are inherently biased to take the path of least resistance in your decision-making. They prefer instead to continue on the path they’re already on-even if the alternative is objectively better.Īt its core, Status Quo Bias is about safety. If the perceived benefits of a new or alternative solution don’t outweigh the perceived costs of changing their status quo, people tend to take no action to change. Why does it happen? The simple answer is that people naturally view change as costly, unsafe, and risky. And most of the time, you aren’t even aware of how this bias affects your decisions. Over the years, a number of psychological studies have shown that when faced with a decision, the majority of people tend to stick with their status quo. Status Quo Bias is defined as a person’s innate preference for not doing something different from what they’re doing today.
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