To Sell Your Innovative Ideas, You Must Overcome These 4 "Frictions"
It’s a common trap for salespeople. They focus on the compelling features of their product or service but neglect to address the sticking points that make people less likely to adopt something new.
“Ignoring frictions when pursuing ideas would be like building an airplane and caring only about engines and not aerodynamics,” says Loran Nordgren, a management professor at Northwestern University and co-author of The Human Element, which is set to be released this fall.
In this article, Nordgren and his co-author/Northwestern colleague David Schonthal explain their framework for how to identify and then tackle the frictions that may be hindering adoption of your innovations.
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