A recent announcement in a Spanish newspaper stated that Spanish Women use only three out of ten pairs of shoes. Buying a new pair doesn’t automatically mean that the old shoes will no longer be used. But often this is the case - at least for many other products; A washing machine, a television (although you could buy a new and move the old one to the dormitory). Think about buying a new car and you will keep all of your old vehicles.
Change management is about adapting to new products, services or working methods. You were used to organize your work in a certain way and because of some (product) innovation it has become possible to organize more efficiently. This is only one example. . .
Anyone involved in change management knows that change is enabled or stimulated by (positive) incentives. It is easy to change to a new job if you know that you will going to earn more. But change could also be blocked or inhibited by other factors. You still value your old car for instance, because you’ve taken your boyfriend to the movies in it. You resist buying a DVD player because you bought loads of tapes for your video-recorder; “what will I do with them?”
As a sales person you should take these (emotional) factors into account when trying to close the sale. This can be done by making sure the prospect is no longer able to use the old product (because you will buy it from them – the old car, the video recorder, etc). If this possibility is not present you should know very well what are the advantages of the new product and communicate these to the customer.
Closing a sale is not possible if people are still (emotionally) attached to the old product. Once this (emotion) is out of the air then closing the sale - along with the obvious benefits - shouldn’t be a problem.
This is not an issue for selling shoes to woman in Spain: they will probably not wear the new shoes anyway.
© 2006 Hans Bool
Hans Bool is the founder of Astor White a traditional management consulting company that offers online management tools. Have a look at some of our free management tools