You lose when you show your prospects that they’re wrong

28 Apr

Part of the sales process will inevitably include time spent showing the customer why your solution is better than your competitor’s solution. However, that’s often a delicate dance because while you want to show them that you have the right solution, you need to be careful not to tell them that they’re wrong to want another solution. Especially if the customer has chosen your competitor and is thus the incumbent in the account.

An interesting article in Fast Company discusses how the “birthers” advocates, who believe that President Obama was born outside of the US, still don’t believe he was born in Hawaii despite the recent evidence of his Hawaiian birth certificate. The Fast Company article quotes Psychologist Leon Festinger, who wrote, “”A man with a conviction is a hard man to change. Tell him you disagree and he turns away. Show him facts or figures and he questions your sources. Appeal to logic and he fails to see your point.” So despite the clear evidence of President Obama’s place of birth, many birthers still cling to their claim.

Do you find birthers in your accounts? Maybe you call them the old-guard or the technology bigots. Maybe you ignore them and hope your internal champion is stronger politically. No matter what you call them, how do you change their minds? Would analyst reports and customer references really get them to admit they were wrong? Instead, the Fast Company article felt that you need to give the naysayers a way to save face before they would back down.

Often in sales, we decide to go around these groups after we’ve shown them that they’re wrong and they still refuse to concede. Most often this leads to a lost sale. Next time, try a different approach to gently convert them to your side.

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