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WHY THEY HATE TO CHANGE
By Ann Barr
There are people who just do not want to switch from their current vendor, supplier, broker or bank.
Sound familiar?
A few months ago my son Dan told me about a bank that pays four percent interest on checking accounts. That’s a checking account, not a savings account, an excellent rate. I immediately went online to take a look and learned that this bank has actual brick and mortar locations in the Washington D.C. area as well as online banking. And now I have a checking account there.
This bank’s “Internet Checking Plus” account was featured in an October 4, 2005 article on Bankrate.com, headlined, “Good deals return on high-yield checking, the highest yielding checking account in the group.”
I have told several friends and relatives about this. Not one has decided to use this bank’s services, even though the interest rate on a checking account is much better than other banks. Why?
Why do people resist change?
Why It is Easier NOT to Change
“Change is not made without inconvenience, even from worse to better.” - Richard Hooker 1554-1600, British Theologian
We are creatures of habit and the easiest thing to do is to keep right on doing what we have been doing.
So, if you are trying to convince prospects to buy from you - and they are people who do not adapt to change easily - what do you do?
The Difficulty
When people view change as a hassle and just too much trouble, they resist making a change. But when we help prospects to understand why change could be better, we go a long way toward earning new business.
“Change starts when someone sees the next step.” - William Drayton, U.S. Congressman from 1825 to1833
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