Dealing with Change
Selling is getting tougher! This is because fragmentation has allowed more competition in the marketplace for products and solutions especially online. The convenience of e-commerce has made it easier for your customers to get what they want at a much better perceived or actual price, get what they need quicker, have more options (your competition) and made them much more educated about their needs.
Customers have more resources than ever before to help them make better decisions and when you include research from Social Media (Facebook, Twitter, Stumble Upon, MySpace, etc.) you now have an extremely dangerous customer. The upper hand now belongs to the buyer and not the salesperson. If you have not changed to the new selling environment, you are probably feeling the pinch.
So, what is the solution to this problem? We all have three options available.
- Find a new career.
- Hope that things will revert to the way it was in years past. You will have better luck learning to breathe underwater than this option.
- Use the Triple-A Attitude
What is Triple-A Attitude? Adjust, Adapt and Action.
Definition: to change (something) so that it fits, corresponds, or conforms; adapt; accommodate: 2. to systematize.
We have all heard the adage, “you cannot insert a square peg in a round hole”. I disagree. With the right tools and equipment, we can make it fit. We just have to adjust. Adjustment takes work. You must seek out the appropriate direction in order to make the adjustment. Here are a few ways to help you adjust:
- Read a book
- Conduct research the Internet
- Watch a video. Youtube has many excellent ones.
- Talk to your parents. They are wiser than you think.
- Call a friend or a mentor.
If you cannot adjust yourself to the conditions, you will probably have to adopt a new career.
Definition: to adjust oneself to different conditions, environment, etc.
That is so true. There is one significant problem; we do not like to change. Change is inevitable. If you do not adapt to the conditions, you will become obsolete. Remember, Polaroid? In 1972, they came out with the “Magic Camera” that produced an instant photo. It became a national phenomenon. They could not keep the camera on the shelf. It was not before long the digital camera came into existence. Polaroid did not adapt. Now when you see a Polaroid camera, they are usually in antique shops. They did not adapt to the conditions, but the market did.
Here is how you can adapt:
Find out which products or services people are buying the most. Then find out why they are buying it from you. After you figure out the what and why, develop a plan to go after other companies that could use your product or service and share your findings with them. People want to keep up with their competition, so use that to your advantage. On the flip side, figure out why they are not buying a particular product or service. Ask them what it would take for them to buy it. Then develop a plan to adjust the barriers to help people purchase it.
- the process or state of acting or of being active
- something done or performed
- an act that one consciously wills and that may be characterized by physical or mental activity
Do you remember the movie Rudy? It is the story of a 5’6” and 165 pounds young man who dreamed about playing football for Notre Dame University. The problem was his stature and grades. Rudy’s grades were not up to Notre Dame’s standards, so he was rejected three times. In the movie, a priest a Notre Dame gives Daniel “Rudy” Ruettiger some advice. He suggested Rudy to attend a Holy Cross College and get his grades up and then reapply. It was during this time a Holy Cross where Rudy discovered he had dyslexia. He had to adjust how he learned in order to get the grades he needed.
Rudy was accepted into Notre Dame in 1974. A part of Rudy’s dream had been achieved, but the journey continued. Rudy was a walk-on on the Notre Dame’s football team. A 5’6” and 165 pounds, Rudy had his work cut out for him. Most players were about 6’0” and 200 plus pounds. Rudy had to adapt to the fact that he was not playing high school football anymore. Rudy made the practice squad. The story did not end there.
Rudy delivered his best every day in practice. He never gave up or in. By his actions, he showed his teammates, coach, parents, Notre Dame and himself that dreams can come true. The last game in his senior year at Notre Dame, Rudy suited up. He marched his team onto the field. Rudy did not play until the last two plays where Rudy recorded a sack. His teammates carried him of the field on their shoulders which is an absolute honor. That action showed him their appreciation for all his effort, hard word, perseverance, determination, discipline and heart. Rudy’s dream came true.
The Myth: Most people feel that adapting, making adjustments and putting those adjustments into actions will take a lot of time and hard work. They are right. If they do not they will find themselves adapting to not having a job or finding a new job, making adjustments to unemployment or their new career and placing a lot of action in finding a new career or making one work. Those sounds like more work than adapting, adjusting and placing them into action.
The Bottom Line: We all have choices. Those choices will allow us to produce or cost us financially, emotionally and mental collateral. No one will do this for you. You are the only person that can choose to adapt to this “new world”, make the necessary adjustments to succeed in life and to determine your course of action.