Like water that seeks it’s own level,
people seek comfort.
The master seller knows there is no learning in comfort.
They leave each morning
Seeking challenges
Advancing sales
Knowing the axe is sharpened with the rough stone.
Universal Principles For Selling Professionals
The Tao Te Ching of Sales 
I would say this all comes down to understanding your prospects pain, matching that pain to your solution, and articulating the new solution to solve the pain.
If the status quo is comfortable, then there is no reason for the prospect to do anything.
Neil Rackham’s SPIN selling has four sets of questions to reveal the prospective buyers “hurt” . The goal of the seller is find a way of “rescuing” the prospect from this pain. By asking the right kinds of questions, it can bring awareness they may have never articulated. A Master Seller guides them to this knowledge, sheds light on the path forward.