“How do introduce innovations and grow when decision-makers resist these changes?”
Abbott Diagnostics aimed to introduce new technologies and features to accounts whose buyers were in a status quo mode and perceived no need for a change.
For this reason, we equipped the Commercial Managers with methodologies and tools that allowed them to generate disruption in decision-makers. Through destabilizing conversations, they could make decision-makers see the contrast between the present and the future situation without the avoided problems while capitalizing on the future gains they could perceive.
Whether avoiding a problem (i.e., there was a potential loss) or seizing an opportunity (i.e., there was a potential gain), the different decision-makers gradually gave up their rigid stance, overcame the fear of change, and ultimately became partners in the reasons for change.
ACHIEVED RESULTS
- Alignment of the buying process with their sales process.
- Greater precision and predictability of the pipeline.
- Faster advancement of opportunities.
- A greater impact on situational conversations with buyers.
