As discussed in the first part of this series, selling anything is all about selling change. And to be successful at selling change, you need to understand the phases of resistance inherent in the change process.
The phases of resistance
There are four phases of resistance that every individual goes through for every change. Everybody experiences these phases, not all at the same time, and not all at the same pace. Some people get through their resistance in a day, or a week, some people a month, and as we all know too well, some people get stuck and take years or a lifetime to get through.
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Anybody who sells anything is selling change. So, anybody who sells anything then needs to understand the four phases of resistance and be actively preplanning a strategy to deal with each. The four phases of resistance are very similar to the five stages of grief first introduced by Elizabeth Kubler Ross. They are: betrayal, denial, identity crisis, and search for solutions. Let's look at each phase.
Betrayal: Betrayal is what happens when someone or something that we have come to count on seems to have pulled the rug out from underneath us. We are in shock. "Can you believe…?" "After all these years of experience and then they go and…" "I am hurt." "This isn't fair." From a sales standpoint there will be betrayal involved with any switch to a new and different product, service, process or personality. "My boss told me I had to…reduce cost, improve quality or productivity, upgrade, get a competing bid, etc. I thought we were just fine. I really liked our previous account manager, driver, service technician, etc." Even if the change (talking to you) was my idea, there will be feelings of betrayal or remorse.
Denial: Denial is what happens when we move into disbelief. "Can't believe it, don't believe it, won't believe it." This is where some of the suffering begins. "Can't we just continue to operate the way we always have?" "I think we can squeeze another three years out of our current product, process, service?" It's a dumb idea." "It won't work here because we are different…special…unique in all the world." "You don't understand." If I am in denial I am much less likely to accept facts, figures, and information. I am certainly less prone to see the heavenly benefits you are so eloquently presenting.
Identity crisis: Identity crisis is where the suffering is actually coupled with some anger. This is where the emotion comes out. This is also where the questions come out. People ask a lot of questions in identity crisis: "What about me?' "What does this mean to me?" "How will this affect me?" How will your product or service change what I do and how I do it?" Here is what you need to know from a sales standpoint. These questions are me questions, so I need me answers. In this phase I'm still not ready for features and benefits. This phase is actually a lot like adolescence. Some similar traits: moody, victimized, know it all, rollercoaster of emotion, and even some anger. If you aren't recognizing where I am as a client, we'll never get anywhere near a close.
Search for solutions: This is when I am finally open to and ready for answers. This is when I'm finally ready for you to tell me just how great this is going to be. Now is the time for features, benefits, gains, advantages, facts, and studies. When I get to this stage — and only when I get to this stage — am I ready for trial closes, negotiation, purchase decisions, contracts and deals. Now we can talk increased productivity, higher quality, lower cost, and better outcomes. This is when I'm ready to be engaged. Now you can work your magic and exercise your immeasurable charm — and close the sale.
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