If you prospect regularly, a common push back you get from potential buyers is “it’s not a good time”, or “the timing is wrong”, or any variations on that theme. In some instances it makes sense, calling an accounting firm in the March April timeframe, or a school supply company in August; these are times those companies are busy executing, having made purchase decisions much earlier in the cycle.
With only 15% or so of your market being in play, that is actively out there “buying”, and 70% being in what is commonly called Status Quo, ostensibly not looking, it is a safe bet that 70% of the “time” the timing is not right. I say ostensibly, because there is a lot of opportunity and buyers to be found in that large group called Status Quo, the fact that they are satisfied with their current state, does not mean they won’t buy, no matter what some pundits tell you. Satisfied is a long way away from ecstatic; there is a lot of room for improvement and your offering between those two points, don’t settle for satisfied. The problem is that too many sales people allow the statement about timing to throw them off or give up on an opportunity, not just for themselves, but for the buyer, and by extension the buyer’s company and objectives.
“75% of customers who leave or switch vendors for a competitor, when asked, say they were ‘satisfied or completely satisfied’ with the vendor they left, at the time they switched.” ‘Customer Loyalty Guaranteed’ Bell & Patterson
What the Status Quo prospect is saying is that they don’t have time to waste on another value proposition, or you history of accomplishments. They want to know how to move past satisfied, which you could do if you could surface their objectives, and what they feel is in the way.