In the 1960’s, a man named David Gleicher articulated what was known as the Formula for Change. It originated as a formula that helped predict the likelihood of success of organizational change programs. As it turns out, it’s applicable to all kinds of changes that humans go through or attempt to go through.
A decision to buy is a decision to change something about her circumstances. A decision not to buy is a choice to maintain the status quo. Therefore, in sales, you are attempting to help someone see that a change in their circumstances is in their best interests.