Question

Topic: Other

Afraid To Change

Posted by Anonymous on 1/19/2009 at 1:35 PM ET 500 Points
I’ve seen it on this forum. I think it is an obstacle that many progressive marketers have encountered.
The way it is, the way is has been is ‘known’. To change represents ‘not known’.
The fear of ‘not known’ is a real element of the collective consciousness. It is not some mystical force, it is learned by experience. Since the beginning of Life in its most primitive form, there have been dangers to Life. Life, a product of Intelligence, Knows to beware of unfamiliar things.
The professional marketer knows to overcome this resistance to change with the introduction of knowledge that relates to the change being proposed. Trust on the part of the client is established to allow them to venture into the ‘not known’, to see the possibility presented.
There are those who will not trust you. Even though their boat isn’t floating as high in the water as it should be they will trust ‘it won’t sink’, rather than change to correct the problem.

The questions;
Have you ever pressed such a person and have them snap, and become hostile?
How did you deal with the situation?

peace & Love
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RESPONSES

  • Posted by adammjw on 1/19/2009 at 5:35 PM Member
    What makes you keep on trying to convince somebody who does not want to be convinced to adopt your point of view?
    I would say it's totally human to cherish wishful thinking, even despite most striking evidence that the negative scenario is coming true.
    First of all I try to never press my clients. Why should I?
    At the end of the day, I am here to help them solve the problems they see or want to see. I cannot do anything if they do not want it. Can you?

    Adam
  • Posted by Jay Hamilton-Roth on 1/19/2009 at 8:13 PM Accepted
    The unknown can be quite scary for most people. If you push people before they're ready/willing, they'd rather push back than move forward if you haven't established your expertise/trust in guiding them.

    Before pushing, you need to first find if they are willing and unable or unwilling to move forward and adopt your presentation appropriately. It requires you to be very intuitive about someone else's needs without being attached to your own.
  • Posted by chough on 1/20/2009 at 5:56 AM Accepted
    Hmmm.
    If there is comfort, there is inertia. If the client is comfortable with the status quo – showing them a "better" way of doing things won't work. Better = Different = Change = Discomfort.

    If the boat really is sinking, that's great… because the discomfort has been created, all you have to do is wait until they get a wet arse, and be along side with a raft…

    However if the boat is just floating along, and you want to persuade them to change to a hovercraft (for instance) it's a bit more tricky. You need to create a certain level of discomfort in there minds… is everybody else switching to hovercrafts… are they going to be left high and dry when the lake dries up… How about those clever competitors who've got rid of their boats AND their cars and are saving money by just having a hovercraft?
    Their customers think hovercrafts are cooler than boats… can you afford to lose all those customers? Play them. Let them 'discover' the discomfort. Then, and only then, throw them a lifeline… When you bought the boat, what was your criteria for buying it? Is that still your criteria? Well if I could save you money/get there quicker/Carry more passengers/Do it more comfortably… wouldn't you want to have a hovercraft?
    Discover what pushes their buttons. Create the discomfort. Show them the solution. Let them overcome their own resistance.
    Oh, and if, during this process you even get close to making them 'snap', game over, you lose.

    Great question btw.
    Peace out.
  • Posted by adammjw on 1/20/2009 at 2:01 PM Accepted
    I didn't mean your wishful thinking to be clear. You maybe 100% right and your boss is 100% wrong. Still it does not change the situation. We are humans and as such so much prone to being biased, driven by emotions and our inflated egos. The best advice is what Marcus suggested. A good story. Something which could serve as an eye -opener and still would not hurt the ego or put somebody's competence into question.

    Adam
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