Ignorance is Never Bliss When Earning Buying Consensus
“The pain of the same is greater than the pain of change.” This insight, most recently found in CEB’s The Challenger Customer, can be hard to get companies to believe. Many organizations find that ignorantly standing pat is far more comfortable than making a slight shift in order to reach their goals, thinking that the way they’ve always believed things are is the way they always will be.
But this way of thinking is not unlike that of McArthur Wheeler’s, who, in 1995, robbed two banks in broad daylight without a disguise. After being arrested, police showed him the surveillance tapes. Mr. Wheeler couldn’t believe his eyes. “But I wore the juice,” he said. He thought coating his face with lemon juice would make it invisible to the cameras.
How many companies you’ve done sales and product demos for insist on wearing the “lemon juice” no matter how fantastic your solution is? To combat this, your job as a salesperson is to find a mobilizer within that company, and help them find the source of the juice, help them understand why it isn’t working, and remove it. How? By working together to share commercial insight and gain consensus of the major stakeholders.
Jim Keenan, of A Sales Guy, shows in a post here why convincing organizations to change can be an uphill battle. He writes:
“First, in many domains in life, success and satisfaction depend on knowledge, wisdom, or savvy in knowing which … strategies to pursue. … Second, people differ widely in the … strategies they apply, with varying levels of success. … Perhaps more controversial is the third point … When people are incompetent in the strategies they adopt to achieve success and satisfaction, they suffer a dual burden: Not only do they reach erroneous conclusions and make unfortunate choices, but their incompetence robs them of the ability to realize it. Instead … they are left with the mistaken impression that they are doing just fine.”
The only way a company can move away from this way of thinking is to have you help them lead change, identify problems to address, and offer a solution that addresses the problems. And that solution could be yours. Read Keenan’s full post here.
To learn more about how Consensus™ shares your company insights and helps gain agreement among the buying group, click Watch Demo below.
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