How to get people to let go of the status quo in sales and marketing

Let’s face it, change is hard. For most people, sticking with what they know feels safer than trying something new, even when the current way isn’t working all that well. This is especially true in B2B sales and marketing, where the status quo can feel like a fortress.

As a marketing agency (and a HubSpot agency to boot), we know it takes a mix of empathy, strategy, and patience to help prospects question the status quo and realise the potential of what you’re offering. If you want your audience to let go of “business as usual” and move toward your solution, here’s how to make it happen.

Why prospects cling to the status quo

Before you can convince someone to switch things up, it’s essential to understand what’s keeping them locked in their current approach. Spoiler: It’s rarely because they think everything’s perfect. More often, it’s about these three things:

1. Their role is on the line

People’s jobs—and sometimes their egos—are tied to the decisions they’ve made. If a prospect has spent years advocating for their current CRM or campaign strategy, questioning it might feel like admitting they got it wrong. No one wants to look bad.

2. Fear of risk

Change feels risky, especially in sales and marketing. What if the new tool doesn’t work? What if the team pushes back? And, worst of all, what if they’re blamed for making a bad call? For many prospects, it’s easier to stick with the devil they know.

3. Pressure to deliver

Many prospects operate in environments where stability is prioritised over innovation. They’re expected to hit KPIs, keep costs down, and avoid rocking the boat. Taking a chance on something new can feel like a gamble they’re not ready to take. Understanding these concerns helps you empathise with your audience and position your solution as a low-risk, high-reward option.

How to help prospects let go of the status quo

Getting people to rethink their approach doesn’t happen overnight. As marketers, it’s about planting seeds, not bulldozing their beliefs. Here’s how to do it without making them defensive:

1. Start with empathy

First things first: don’t make your prospects feel like they’ve been doing things wrong. Respect their choices, acknowledge the effort they’ve put into their current setup, and position your solution as an upgrade rather than a replacement. For example:

“What you’re doing now has served you well, but as your business grows, we see opportunities to make things even easier.”

2. Ask the right questions

Instead of telling them their system is outdated or inefficient, ask questions that gently nudge them to reflect:

“How well does your current strategy support your long-term goals?”

“Are you getting the visibility you need across all your campaigns?”

These kinds of questions let them identify the gaps themselves (without feeling attacked).

3. Use stories that resonate

Case studies and testimonials are gold here. Share real-world examples of businesses like theirs that were hesitant to change but saw big wins after taking the leap. This makes change feel more relatable and achievable.

4. Focus on opportunities, not problems

Don’t dwell on what’s wrong with their current setup. Instead, highlight what’s possible. For example:

Instead of “Your lead generation process is outdated,” say, “With our solution, you can attract and convert high-value leads faster than ever.”

Keep the conversation future-focused and opportunity-driven.

Timing is everything

Even the best sales and marketing strategy can fall flat if your audience isn’t ready to hear it. If prospects are still clinging to the status quo, no amount of clever messaging will make them change their minds.

Here’s how to make sure your marketing lands at the right time:

1. Educate before you sell

Use your marketing to prepare prospects for change. Educational content like blogs, webinars, and downloadable guides can gently introduce the idea that their current approach might not be cutting it. Think titles like:

“5 Signs Your B2B Marketing Strategy Needs a Refresh”

“How the Right Sales Tool Can Boost ROI by 20%”

2. Segment for success

Not all prospects are at the same stage in their decision-making journey. Use tools like HubSpot (shameless plug: we’re a HubSpot agency, so we know a thing or two about this) to segment your audience based on where they are in the buyer’s journey. Tailor your messaging accordingly.

3. Wait for the right moment

When prospects start asking questions or engaging more with your content, that’s your cue to push harder. But until then, keep it light and focus on planting those initial seeds of doubt about the status quo.

Getting people to let go of the status quo isn’t about pushing harder; it’s about guiding them to realise that change is worth the risk. As marketers, our job is to create space for prospects to reflect, ask questions, and see the opportunity in doing things differently.

The good news? When you approach it with empathy and strategy, you’ll not only open the door to new opportunities for your prospects - you’ll also build trust, credibility, and stronger connections along the way.

So, if you’re ready to craft a B2B marketing strategy that actually gets people to reconsider the status quo, let’s talk.

After all, change might be hard, but with the right approach, it’s exactly what your prospects (and your business) need.