You probably don’t like to think of your sales proposals as threats, but buyers can, and often do, see them in just this way.
The strategic sales professional understands that any time you ask someone to buy something, you’re asking that person to make a change. Neither the seller nor the buyer may consciously identify the sales proposal as an offer to make a change, but change is nonetheless a critical hidden factor in every sale.
‘Obvious’ – but to whom?
Since people react to change in different ways, and since virtually every change can be viewed as either a threat or an opportunity, there’s always the chance that a prospect will perceive your sales proposal as threatening even when it’s obvious to you that it’s not.
Nonstrategic salespeople often ignore the hidden factor of change.
Focused on the benefits of their product or service, they may overlook the prospect’s potential perception of the proposal as an unwanted or threatening change. Instead, they assume the buyer will welcome the solution.
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