How to Handle:
“If it ain't broke, don't fix it”
This classic objection reflects deep status quo bias. Prospects equate 'functioning' with 'optimal' and resist change that feels unnecessary.
Why Prospects Say This
Change feels risky without clear urgency. They're comfortable with familiar processes. They don't see the opportunity cost of the status quo. Sometimes it's a polite way to end the conversation.
Best Responses
The Opportunity Cost
“It's not broken—but is it optimal? 'Working' and 'best possible' are different things. What if you could get 30% better results with the same effort? That's not fixing something broken—that's unlocking potential.”
Why It Works
Shifts frame from fixing problems to capturing opportunities.
Best For
Growth-oriented prospects
The Competitive Angle
“That's true for you—but your competitors might not feel the same way. They're probably evaluating tools like ours right now. The question is: do you want to match them or lead them?”
Why It Works
Introduces competitive pressure as a motivator.
Best For
Competitive industries
The Prevention Frame
“The best time to improve something is when it's working, not when it's on fire. Companies that optimize proactively have an advantage over those that wait for problems. What's the risk of waiting too long?”
Why It Works
Reframes optimization as proactive, not reactive.
Best For
Risk-aware prospects
Do's and Don'ts
Do This
- Respect their current success
- Shift focus from 'fixing' to 'improving'
- Quantify the gap between current and optimal
- Introduce competitive or future-state urgency
Don't Do This
- Dismiss their satisfaction as ignorance
- Push unnecessary change
- Create artificial urgency
- Argue that their current state is broken
Follow-up Questions to Ask
“What does 'working' look like in terms of metrics?”
“How does that compare to what you'd consider 'optimal'?”
“What would have to change for you to reconsider?”
“What are your competitors doing in this area?”
Industry-Specific Variations
“Our equipment has worked for 20 years”
“Longevity is impressive—you clearly maintain it well. But equipment from 20 years ago wasn't designed for today's efficiency standards. What if you could get 25% more output from the same footprint?”
“We've always done it this way”
“That consistency has served you well. And the market has also changed—customer expectations, competition, technology. The question isn't whether to change the past, but whether to prepare for the future.”
Pro Tips
- Status quo bias is deeply rooted—don't push too hard in one call
- Competitive intelligence can create urgency without being pushy
- Sometimes planting a seed and following up later is the right move
- Ask about their goals—if they're ambitious, 'not broken' isn't enough
Tired of Handling Objections?
Let us handle the prospecting and objections for you. We book qualified meetings with decision-makers who are ready to talk - no cold call rejections.
Get Qualified Meetings