How You Should Use the If vs. When Question in Sales
Jeff Shore
JULY 10, 2018
By Jeff Shore. Sometimes we come across customers trapped in their own mental dilemma. They like what you have to offer, but they are hesitant to make a change. What you are dealing with is what psychologists refer to as the “Status Quo Bias.”. In short, people make decisions from a baseline; that baseline is their current situation. As they consider moving away from the baseline, they face the discomfort of the unknown.
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