Right now I’m in the process of switching to a new CRM system. My current one lacks the tight integration with social media that is so vital today.

But, while I know this change is for the better, right now I have a huge pit in the bottom of my stomach. I’m really dreading it. All I can think about is that I will have to learn a new system that will disrupt my normal work flow and send me into a swirl of confusion. I hate having going backward before I can go forward. I can honestly say the only reason I said yes to this change is that this CRM company promised to help me through the entire transition.

Part of me is screaming “Jill, you don’t have time for this. Other projects you’re working on are much more important!” And here is where I start to laugh. As salespeople, we need to remember this feeling — the churning stomach, the dread. It’s what our prospects and customers deal with every time they face a buying decision. Is it any wonder they choose to stay with the status quo?

So ask yourself, if change is hard for your prospects, what can you to do to make buying decisions easier for them? And, if you can’t make it easier for them, how can you let them know the outcome will be worth the pain? Make it easier for them to say yes, and you’ll hear that word a lot more often.

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Jill Konrath is the author of SNAP Selling and Selling to Big Companies. If you’re struggling to set up meetings, click here to get a free Prospecting Tool Kit.