R: RESPECT how difficult the change process is

This is another follow-up to my blog post, Do Not Create Resistant Donkeys! in which I introduced WEAC and STRONG sales tactics (mnemonics coined by me). WEAC tactics can turn your Prospect into a “donkey”, resistant to change, while STRONG tactics help unleash your Prospect’s inner racehorse, galloping across the sales finish line. We first introduced these concepts in the  webinar we delivered.

In a series of blog posts, I explore how salespeople can employ STRONG tactics to put the Prospect in charge of change and feel empowered or strong. Two previous posts focused on S: Support the change process through reflections and T: Trust your Prospect’s perspective of the change balance sheet.

Next stop is R:

• Support the change process by asking questions, listening and reflecting
• Trust the Prospect’s perspective on the pros/cons of change, and the risks/benefits of the solutions available
• Respect how difficult the change process can be
• Offer encouragement for change if the Prospect decides to take action
• No judgment—allow all issues to be on the table
• Guide, but do not drive the process—motivation for change needs to come from within your Prospect

Why?

Prospects often feel ambivalent about change. Don’t worry: this state need not lead to paralysis. Discomfort about change is a very normal and common experience. Offering your Prospect the permission to experience and explore the discomfort is the BEST way to avoid the resistant donkey.

How?

• Be authentic. No phony “I get it” comments.
• If you do not understand your Prospect’s perspective, try asking:  “Can you say more about that?  I really want to understand where you are coming from.”
• Be empathic:
• Once you have a clear idea of a concern, let your Prospect know you can really see it from her or his point of view.
• Try saying, “ Oh, I see.  That makes sense.  I get how that concern feels to you.”
• Don’t be afraid to hear about fears and other emotions.  Your Prospect can only habituate to uncomfortable emotions if he or she is listened to and validated.
• If you sound nervous, your Prospect will stop sharing and focus on making you feel better.
• Remember, you don’t need to take the fears away.  Your Prospect does not expect or want you to do that.  Listening patiently will be greatly appreciated AND will help facilitate a smoother change process.
• Be patient:  Taking the time early on to understand the “change” balance sheet will pay off later.
• Do not cut off your Prospect, even if the communication seems repetitive.
• If you are on a time schedule, your Prospect will stop sharing and focus on making you feel better.

Tips:

• Don’t just focus on the negatives of the status quo.  Understand the positives. If it were easy to change, your Prospect would have already done it.
• Listen to yourself. Do you sound confortable with your Prospect’s concerns and emotions?
• Believe in the process. Don’t bother if you are just “going through the motions”. The best way to help your Prospect is to be fully respectful of the challenging nature of the change process.

It’s normal for people to feel uncomfortable about change—demonstrate your respect for these feelings.

Peggy Kriss, Ph.D. is a clinical psychologist in Newton, Massachusetts and a consultant to VisibleGains. Stay tuned for more psychology informed blogs by Dr. Kriss.

Photo Credit: nycstreets Flickr stream