The do nothing customer isn't doing nothing. Just because they aren't buying your product doesn't mean they aren't acting. They are doing what they are comfortable with. The idea of change, even good change, is too scary to overcome the benefit of the solution your are proposing for their problem. No matter how good the solution is, it will still mean change.
Most sales people will be frustrated with the "do nothing" customer and work harder and harder at showing how deserving their product or service is. They will talk about ROI, how many successful implementations they have, list testimonials, show more ROI, get personal endorsements. And still, the customer does nothing. But, they aren't doing nothing. They are defending themselves against change. Change sucks. Even very well-managed change is painful.
How many of us know people who stay in horrible relationships because the idea of being on their own or finding someone new is so frightening? The same thing is happening with our prospects.
Instead of making the solution appear to be even more wonderful, so they feel even worse about doing nothing, focus on the how to make the change easy for your customer.
Ask yourself these questions.
How much time will it take to transition to our new process/service/product?
What is the opportunity cost to make this transition? In other words how much income producing or expense reducing time will be lost while they spin up on your product?
How can you introduce your product or service on a trial or limited basis to prove ROI and lessen its impact?
Can roll your product or service out in phases?
How can you show that your product or service pays back the opportunity cost quickly?
How will you make your product more fun than what they are using now?
How can you help the customer manage the change?
Here is how this sounds.
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