How to Handle:
“We're doing fine without it”
The prospect believes their current state is acceptable. They may have the problem you solve but don't perceive it as painful enough to warrant change. This is a status quo objection dressed as a need objection.
Why Prospects Say This
Humans tend to normalize their current situation. What seems like 'fine' often means 'we've adapted to the inefficiency.' Your challenge is helping them see that 'fine' isn't optimal and quantifying the gap between their current state and what's possible.
Best Responses
The Optimization Angle
“I appreciate that—if something isn't broken, there's no urgency to fix it. I'm curious though, if you could wave a magic wand and improve one thing about how you currently handle [process], what would it be?”
Why It Works
Accepts their current state while opening a door to improvement. Gets them imagining better.
Best For
Prospects who are truly satisfied, optimization-focused solutions
The Hidden Cost Reveal
“That's great that things are working. Sometimes 'fine' has hidden costs though—how much time does your team spend on [related manual task]? What would they do with that time if they got it back?”
Why It Works
Introduces the concept of opportunity cost. Makes invisible inefficiencies visible.
Best For
Productivity solutions, automation tools
The Peer Comparison
“I hear that a lot. What I've noticed is that 'fine' is often relative. Companies that thought they were doing fine were surprised when they saw what [competitor/industry leader] is doing. Would you be open to seeing how your approach compares?”
Why It Works
Introduces competitive anxiety without direct criticism. Creates curiosity.
Best For
Competitive industries, companies that benchmark against peers
The Future Readiness
“I'm glad things are working now. One question: how would your current approach hold up if you doubled in size over the next year? Or if [industry trend] accelerates? Sometimes 'fine' doesn't scale.”
Why It Works
Connects current state to future risks. Helps growth-minded companies see around corners.
Best For
Growth-stage companies, evolving industries
Do's and Don'ts
Do This
- Accept their perception while gently questioning it
- Quantify hidden costs and opportunity costs
- Share benchmarks and peer comparisons
- Help them see the gap between 'fine' and 'great'
- Discuss scalability and future readiness
Don't Do This
- Tell them they're wrong or that their current state isn't fine
- Be condescending about their contentment with status quo
- Push too hard—if they're truly satisfied, respect it
- Invent problems they don't have
- Make them feel defensive about their current approach
Follow-up Questions to Ask
“If you could improve one thing about your current approach, what would it be?”
“How much time does your team spend on [related manual task]?”
“How would your current process handle 2x volume?”
“What would it look like if this got 50% better?”
“How does your approach compare to others in your industry?”
Industry-Specific Variations
“Our spreadsheet system works for us.”
“Spreadsheets are flexible—I get the appeal. Out of curiosity, what happens when multiple people need to access the same data? Or when you need to pull reports quickly for leadership?”
“We've always done it this way and our clients are happy.”
“Client satisfaction is the ultimate measure. What I'm curious about: how much of your partners' time goes into operational work versus client-facing work? What if they could shift that balance?”
“Our equipment runs fine as is.”
“Glad to hear it's running. What's your unplanned downtime look like? A lot of manufacturers think things are fine until they calculate the actual cost of those unexpected stops.”
Pro Tips
- 'Fine' is the enemy of 'great.' Help them see the opportunity cost of settling for fine.
- Use questions to create self-discovery. People are more likely to change when they conclude on their own that something needs to improve.
- Benchmarking data is powerful. If you can show them they're behind peers, it creates healthy discomfort.
- Sometimes prospects genuinely are doing fine. Know when to move on to better opportunities.
- The phrase 'Tell me more about how you handle X' often reveals problems they've normalized and stopped seeing.
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