Selling To Prospects Who Resist Change

Know how to tip the scale to overcome a prospects resistance to change.

It's a psychological fact that most people tend to resist change.  They look with skepticism at a new idea, a new product, or a new way to do something.  They may be afraid to take the risk.  They may  think it will cost too much.  They may be afraid of criticism if the new idea doesn't work out.  Or they may just feel satisfied with things as they are.  If you're trying to sell a new product or get prospects to do things a new way, you'll have to overcome their resistance to change.  The first step in doing this is to understand them and sympathize with their feelings.  Then do everything you can to reassure prospects that the innovation you are presenting will not rock the boat.  Show them how it will fit their present habits.  Downplay the newness.  Point out that it's really not so much of a change after all.  If possible, mention other companies that have bought the new product or method.  If prospects learn that others in their line of business are using it, they may be more willing to try it.  Whatever you do , don't criticize  the prospects current methods or hint that they are old fashioned.  This will antagonize them  and set up a bigger block against the change you propose.  Smart salespeople know it's to their advantage to let customers be the smart ones.  They don't push a new product aggressively on them no matter how good they know it is.  Instead they make prospects their partners in the discovery.  Of course some people love change.  They like to be the first to use new products and new methods.  To these people you should stress innovation, newness, and modern techniques.  That's what they are interested in.  But most people prefer the tried and true.  They won't gobble up a new product, no matter how good it is, until it's been proven.  They don't like new ideas  shoved down their throats.  So tread lightly.  Be patient, and ease them into the transaction.