Why is selling so hard? Because at its heart, selling is about change, and most people don’t want to change. Change is difficult. It requires them to think, pulls them out of their routine, and forces them to learn new ways of doing things. Change is also a big risk. If you start doing things differently, how do you know it will work? What if it doesn’t?
People have lots of strategies for avoiding new ideas. They can be skeptical, dismissive, impatient, rude, inattentive, apathetic or disinterested. You might find it impossible to get an appointment, and even if you do, the most obvious and rational arguments may fail to convince them to act.
Deep down, people also know that change can be necessary, even inevitable. But because it makes them uncomfortable, most of them will put it off as long as possible.
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