All B2B suppliers essentially sell the same thing: change. Sometimes it’s convincing customers to buy from them instead of the competition, or to outsource to them what the customer traditionally did on its own. Or perhaps it’s persuading customers to upgrade to a supplier’s newer or broader solution instead of maintaining an older or smaller one.
Whatever the case, nearly every solution sale revolves around a supplier’s attempt to convince customers to change their behavior. Unfortunately, most organizations seek to avoid change at all costs rather than embrace it, as many executives see change as unacceptably disruptive, expensive, unpredictable, and risky.