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This change-centric approach, which applies concepts of change psychology to the selling process, is an important evolution in selling theory. It operates on the premise that salespeople create the most value when they help customers achieve their goals. The Change Leadership Framework® was created, therefore, to capture key concepts in the psychology of change and to describe a process for leading change in people and organizations.


Over the last 20 years top sales professionals have been taught to uncover the customer’s problem, define a solution, and discover the benefits of solving the problem—a reactive process that, today, occurs more and more frequently over the Internet, thereby devaluing the role of the salesperson. To preserve their value and prevent their company’s products from becoming low-margin commodities, salespeople must proactively create value by leading the changes necessary to unlock customer value.





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