In an era of incredible innovations, it can be difficult to remember how many of the products and solutions we now take for granted initially faced enormous challenges in being accepted.
Just think about the telephone, the radio, the fax machine, the personal computer, the mobile phone, music streaming, video conferencing, cloud services.
As you know, the list goes on and on.
In the beginning, these fantastic advancements were marked by hesitation and deep skepticism.
Yet, somewhere along the way, a shift occurred.
Suddenly, they were not only accepted but fully integrated into our lives. Now, we can hardly even imagine a daily life without them.
This raises a timeless but central question: Why this constant initial resistance?
A crucial factor seems to be humanity’s inherent resistance to change.
Since time immemorial, our brains have been programmed to seek security and predictability for our survival.
Change implies uncertainty, which our amygdala (the brain’s fear center) interprets as a potential threat, triggering a “fight, flight, or freeze” response.
From an evolutionary perspective, a certain caution towards the unknown has been a smart survival strategy.
For those of us working in sales, this implies an important shift in perspective. Instead of putting on our “sales glasses” – focused on features, benefits, and closing deals – we need to polish our “change glasses.”
To be a guide and partner in the change process, rather than a “seller” of new products or services.
Too often, we try to convince with rational arguments, when in reality, it’s about deeply rooted psychological and very natural reactions.
So, how can we navigate this resistance?
Build on the familiar: If the new solution has similarities with the customer’s existing systems or processes, highlight these connections to reduce the feeling of having to learn something completely new.
Focus on security and control: Be clear about the process, offer support, and involve the customer as much as possible to increase their sense of control.
Paint an attractive future: Clearly show the concrete benefits and positive results the change will lead to.
Break down the big into the small: If possible, introduce the change in smaller, more manageable steps, which reduces the feeling of being overwhelmed and losing control.
By being aware of people’s natural resistance to change and actively addressing these underlying psychological factors, the likelihood of successfully introducing and selling new products and solutions increases.
It’s about conveying security and a better future, rather than selling a product or service.
Here you can read about how brands influence customers experience.
