What is it?
People prefer things to stay the same by doing nothing or by sticking with a decision made previously. Generally speaking, people do not like change. This is called the status quo bias. Companies often use a strategy called strategic persistence: they stick with approaches and solutions that worked well in the past.
A new product should really be much better than the one a company already has. Incremental improvement is not worth the effort.
You can use the argument: If you always stick to your old approaches, then you will never make any changes. In the end you will end up so much behind that you won't be able to catch up.
Focus on companies that want to change: innovation is often easier in companies where things are not going well than in companies are doing well. This is called the win–stay, lose–switch principle.
Try a thought experiment with your potential customer: Imagine you will start from zero with your company, which technological options do you choose?
William Samuelson, Richard Zeckhauser (1988). Status quo bias in decision making. Journal of Risk and Uncertainty, 1(1), 7-59. Link
Daniel Kahneman, Jack Knetsch, Richard Thaler (1991). Anomalies: The endowment effect, loss aversion, and status quo bias. Journal of Economic Perspectives, 5(1), 193-206. Link
Pino Audia, Edwin Locke, Ken Smith (2000). The paradox of success: An archival and a laboratory study of strategic persistence following radical environmental change. Academy of Management Journal, 43(5), 837-853. Link