Change is inevitable in any business, but not all customers are willing to embrace it. As a sales manager, you may face situations where your customers resist your proposals, challenge your value proposition, or demand unrealistic concessions. How can you manage these sales conflicts effectively and maintain positive relationships with your customers?
The first step to managing sales conflicts with customers who are resistant to change is to understand the root cause of their resistance. Is it fear of losing control, distrust of new technology, lack of awareness of the benefits, or something else? By asking open-ended questions, listening actively, and empathizing with their concerns, you can uncover the underlying issues and address them accordingly.
In the last decade there is a word defining the whole process among the youngsters as "stalking". Here we' r using this technique to find out how to feel like our customers. What would be to reason for leading them to avoid from any good updates or the origin of not leaving the old habits.
Begin by identifying why the customer is resistant to change. Is it due to a lack of understanding, fear of the unknown, or previous negative experiences? By understanding their concerns, you can address them directly. For example, if a customer fears the new system's complexity, demonstrate its simplicity and user-friendliness.
If they are resistance to change, there is a cause that might be a breach in communication since the beginning. I've worked with logistics, and many things can not be assumed. The key is to communicate, solve and always be honest of what can you do and what you can't do, that will start a friendly business relationship with your customers. And if they fear losing control, be on their side day by day, solving what you can solve for them and you will have their trust.
The second step to managing sales conflicts with customers who are resistant to change is to provide evidence and testimonials that support your solution. Customers who are resistant to change may need more proof and validation than others. You can use data, case studies, testimonials, or demonstrations to show how your solution can solve their problems, improve their situation, or create new opportunities. You can also leverage social proof by highlighting how other customers in similar industries or situations have adopted and benefited from your solution.
Use data and real-life success stories to make your case. Share testimonials from other customers who have successfully adopted the change. Seeing tangible results from others can often alleviate fears and skepticism. For instance, at Google, we work with case studies showing improved efficiency or cost savings from other clients who made similar changes.
The third step to managing sales conflicts with customers who are resistant to change is to focus on value and outcomes rather than features and functions. Customers who are resistant to change may be more interested in what your solution can do for them rather than how it works. You can use value-based selling techniques to link your solution to their goals, challenges, and pain points, and to quantify the return on investment, cost savings, or revenue growth they can expect. You can also use outcome-based selling techniques to paint a picture of the desired future state they can achieve with your solution and contrast it with the current state they are in without it.
Emphasize the benefits and outcomes of the change. Explain how it can solve their specific problems or improve their situation. For example, if a new software promises time-saving benefits, illustrate this with a clear comparison of time spent on tasks before and after its implementation.
The fourth step to managing sales conflicts with customers who are resistant to change is to negotiate and compromise where necessary. Customers who are resistant to change may have higher expectations or demands than others, and you may need to find a middle ground that satisfies both parties. You can use negotiation skills to explore options, trade-offs, and alternatives that can create value for both sides. You can also use compromise skills to make concessions that are reasonable, reciprocal, and conditional, and to avoid giving away too much or too soon.
The fifth step to managing sales conflicts with customers who are resistant to change is to follow up and reinforce your solution after the sale. Customers who are resistant to change may need more support and guidance than others, and you may need to ensure that they are satisfied and successful with your solution. You can use follow-up skills to check in regularly, provide feedback, address issues, and offer additional resources or training. You can also use reinforcement skills to celebrate wins, acknowledge progress, and remind them of the value and outcomes they are achieving with your solution.
The sixth step to managing sales conflicts with customers who are resistant to change is to build trust and loyalty over time. Customers who are resistant to change may take longer to trust you and your solution, and you may need to prove yourself and your solution repeatedly. You can use relationship-building skills to communicate effectively, show appreciation, deliver on your promises, and anticipate their needs. You can also use loyalty-building skills to create value-added experiences, solicit feedback, generate referrals, and cross-sell or upsell opportunities.
Building a relationship based on trust and understanding is key. Show genuine concern for their challenges, and be consistently reliable in your interactions. Over time, this builds loyalty, making them more open to future changes. For example, regularly sharing industry insights and being transparent about product updates can strengthen this trust.
e.g: Convincing medical doctors for using a new treatment method or an inventional medicines have been is one of the greatest challenges for years. Even if the one is a revolution, some of the m.d's tried to be at the safe side of their own. That is, they guaranties a certain success or improvement in the treatment by existing handy ones. We have overcome this issue when i was in medical oncology sector by creating "examples" by cooperating the clinics where all the modern and better treatments were all followed-up. Remember the quote said by Comrade Commisar Danilov in the movie of The Enemy at the Gates: "We must give them hope,pride,a desire to fight. Yes, we need to make examples. But examples to follow. What we need..are heroes."
Resistance to change is often rooted in fear or discomfort. Always approach these situations with empathy. Consider introducing change management strategies, such as training sessions or user-friendly guides. Be patient and listen actively to their concerns. Sometimes, it's not just about the product or change itself but about the way it is communicated and supported throughout the transition.