SALESPEOPLE & BUSINESS OWNERS: remember that when it comes to purchasing decisions, it is easier for decision makers to maintain the status quo and do nothing than it is to take the risk of purchasing the product or service that creates change and disruption within their organization.

It is your job, as a salesperson, to help the decision-maker understand and mitigate the risk. Part of your strategy and presentation needs to be “How can you make the change of taking on your product or service less severe, disruptive, or painful?”

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