When a prospect inexplicably stays with a sub-par incumbent, it's not a logical decision. This choice is driven by powerful subconscious emotions like the fear of making a mistake, a lack of trust in the new salesperson, or a desire to avoid the conflict of firing their current supplier.
People make purchasing decisions based on subconscious emotions. They then construct logical reasons to justify these choices, primarily to maintain a consistent self-image and avoid the mental stress of cognitive dissonance. Salespeople must not only appeal to emotion but also provide this logical ammunition.
The typical sales process is misaligned with the buying process. Sellers often start with logical pitches about features, while buyers begin with an emotional evaluation (“Do I like you?”). This disconnect continues as sellers become emotional during negotiations, precisely when buyers shift to logic.