How Inertia Kills Sales and What To Do About It
People hate change. That’s why you must anticipate resistance from some people in the organization, as
you work through a complex sale. Sense it. See it. Plan for it. The “No” factor is a disturbing reality in
selling financial and professional services, especially in the complex sale.
It’s easy for a client to say no to your offer because we humans experience change as difficult. The
only way to overcome the resistance to change is to get the client to buy into the value gap. And to
quantify the cost of doing nothing. Demonstrate why the client must change and change now. Use your
experience with other clients. Present your facts for the change with a case study approach.
Clients want to see, hear and know details of how you help others deal with their issue. This way,
you’ll be viewed as an expert who knows the company and understands alternatives. To deepen your
expertise, use the collaborative process outlined in MERGE (Authorhouse 2011). Be sure that your team
works in concert with the client’s team in the data collection phase—that quantifies the issues first,
before you discuss your solution. It’s all about your process guiding them to the right solution.
MERGE 2.0, read my latest book, now released by the publisher and available on Amazon to purchase. Learn everything you need to know to book revenue in the new realities of B2B professional selling.
And, if you’re not a reader and prefer interactive learning, take our MERGE 2.0 online learning course. Go here for more info.