Behind the world’s first ever digital camera stood Kodak engineer Steve Sasson.
It was built in December 1975. Kodak created the future – the digital image. But they chose to ignore it.
Not due to a lack of technology, but because of a deeply rooted identity.
Embracing the digital image would have forced them to admit that their future didn’t lie in film, the very thing that defined them.
Letting go of their heritage, their business model, and their self-image – that was too painful.
And that’s precisely what it looks like in many B2B deals today.
Getting a customer to choose your solution is one thing.
Getting the customer to replace their current solution is another.
It’s not just about switching solutions; it’s about re-evaluating previous decisions, investments, and even their own expertise.
As a supplier, you’re not just asking for a purchase. You’re asking for an acknowledgment.
An acknowledgment that there might be a better way forward, a path they haven’t already trodden.
So, how do you break through that mental barrier?
- Be the first to sow the seed. Being the obvious choice from the start dramatically reduces resistance.
- Educate, don’t convince. When you’re targeting those who already have a solution, it’s not about saying they’re wrong. It’s about presenting new information that makes them see the world – and their own situation – in a new light. Think “aha!” rather than “you were wrong!”.
- Respect loyalty. Companies don’t just switch for better features. They switch when the new choice feels like a confirmation of their forward-thinking approach, not a threat to their history.
We, as salespeople, advisors, and change leaders, must understand the deeply human desire to have been right.
Our job isn’t to ”just” sell a product or solution, but to guide our customers through an identity shift – one that feels safe and forward-looking, not like a defeat.
Ps. In case you didn’t know, Kodak is a successful company today, focusing on commercial printing and advanced materials and chemicals.
Here you can read how you can think differently regarding sales.
