"We love the platform, but we are going to wait until Q3 to make a decision."
Every salesperson has heard this. The deal isn't lost to a competitor; it is lost to the Status Quo.
In fact, research shows that about 40% of sales opportunities end in no decision due to status quo bias.
Why? Because you sold the ROI (Return on Investment), but you forgot the COI (Cost of Inaction).
Humans are psychologically wired to avoid pain more than they seek gain (Loss Aversion). If you want to create urgency in 2025, you must stop showing them how much they will make and start showing them how much they are losing every single day they wait.
Key takeaways
- Loss Aversion Wins. The fear of losing is stronger than the desire to gain. Use this to fight the status quo. WiserNotify: Loss Aversion Marketing
- ROI vs. COI. ROI is a "future promise" (risky). COI is a "current bleeding wound" (urgent). Shift the conversation to the immediate costs. Valamis: ROI vs. COI in L&D
- Math Creates Urgency. Use specific numbers to highlight the cost of delay. Medium: Why COI Threatens B2B Tech
Table of contents
- ROI vs. COI: What is the difference?
- The COI Formula (How to Calculate it)
- How to Present COI Without Being Aggressive
- Script: The "Push Back" Technique
- How Nomi identifies the 'Stall'
ROI vs. COI: What is the difference?
Most reps pitch ROI. Top performers pitch COI.
- ROI (Return on Investment): "If you buy Nomi, you will make $100k next year."
- Buyer Emotion: "That sounds nice. Let's do it when we have time."
- COI (Cost of Inaction): "If you don't buy Nomi, you will burn $8,000 in wasted salary this month."
- Buyer Emotion: "We need to stop this bleeding. Now."
ROI is a Vitamin. COI is a Tourniquet.
The COI Formula (How to Calculate it)
You cannot guess this number. You must co-create it with the prospect during the Discovery Phase.
The Simple Formula: $$(Problem Frequency \times Time Wasted \times Hourly Cost) = Daily COI$$
Example Scenario: You sell software that automates data entry.
- Fact: You have 10 reps.
- Problem: They spend 1 hour/day on data entry.
- Cost: Average rep cost is $50/hour.
The Calculation:
- 10 reps x 1 hour = 10 hours wasted/day.
- 10 hours x $50 = $500 wasted/day.
- $500 x 20 work days = $10,000 wasted/month.
How to Present COI Without Being Aggressive
Do not throw this number in their face. Validate it with them.
"Based on what you told me, your team is burning about $10,000 a month just on manual admin work. Does that math look right to you?"
Once they say "Yes", the trap is set.
If they later say "We want to wait 3 months," you can gently remind them:
"I understand. Just to be clear, waiting 3 months means accepting a $30,000 loss in productivity before we even start. Is the team okay with absorbing that cost?"
Suddenly, waiting isn't "free" anymore. It has a price tag.
Script: The "Push Back" Technique
Use this script when a prospect tries to delay the deal.
Prospect: "We are going to push this project to Q3."
You (The COI Pivot):
"I totally understand, priorities shift.
But looking at my notes, you mentioned that the current manual process is causing [Problem X]. We calculated that's costing you about $5k a week.
If we wait until July, that’s another $60k in cost. Is it worth solving this now to save that budget, or is it safer to wait?"
This is not pressure. This is financial advice.
How Nomi identifies the 'Stall'
Reps often forget to leverage COI because they are relieved the prospect didn't say "No" outright. They accept "Later" as a victory.
Nomi acts as your Urgency Coach.
- Stall Detection: If Nomi detects phrases like "We'll visit this next quarter" or "Not a priority right now," it triggers an alert.
- The COI Prompt: Nomi flashes a prompt on your screen: "Urgency Check: Remind them of the $10k/month cost."
- Discovery Recall: It pulls the specific pain points you logged in Salesforce/CRM to help you quantify the cost live on the call.
Don't let the status quo steal your commission.