Selling is about creating Change.
We are asking your customer to make a change. Buying a new product, choosing to use a service, switching from one brand to another are all changes that consumers undertake. People are reluctant to make changes. This is where an effective sales process can make the difference. Using Gleicher’s formula for change can help break through a potential customer’s resistance and encourage them to say yes.
David Gleicher developed his formula for change in the 1960s and it has since been simplified by others, making it easy to apply to your sales process. The simplified version of the formula for change is this:
D x V x F > R
Overcoming Resistance
The R in this formula stands for Resistance. Most people are resistant to making changes, especially when it means having to spend money or step out of their comfort zone.
On the other side of the formula, we see that there are three factors that can overcome resistance. These are Dissatisfaction, Vision, First Steps.
- People are unlikely to make changes unless they are dissatisfied with their current situation.
- They must then have a vision that things can be different if they are willing to make a change.
- If your product or service can help get them started on the path to change (provide First Steps), then they are ready to overcome their initial resistance and make a change.
If you weight each of the factors on a scale of 1-10, you get a mathematical eqaution.
When a potential customer comes to you, you know that they are likely dissatisfied with something and are ready to make a change, although reluctantly in the beginning. As a salesperson, you show them a vision for how your product can bring them satisfaction and encourage them to take those first steps toward making a worthwhile change.
Ask them questions. Find out what their Vision is for what it will look like to be satisfied. The customer’s main concern is how you can help them find that satisfaction, how your product can bring positive change for their life. Highlight the features that they will benefit from the most. Knowing what they are looking for helps you to show them just how your product will meet their needs and help break through their resistance so they can make a change.
Applying Gleicher’s Formula for change to your sales process can help you easily overcome objections and move customers forward toward making a change with the product you offer.