--- title: Why Change and Why We Need to Change | The Sales Blog description: Check out here why we need to change? changes in life help us move forward and become better professionals and better personalities. image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Change.jpg --- ### [Now booking SKO meetings for 2026/27! 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If your dream client could produce better results by doing what they are currently doing, they’d already be producing those results. If your competitor was aware of what they could be doing to help produce those better results–and if they cared enough to do so–they’d have already initiated those changes. When people need things to be better than they are, they are looking for change. They want a different result, and when they are serious about that change and ready to act, they make changes that allow them to do something better. This is when your dream client is most susceptible to change and your competitor is exposed to being displaced. But this isn’t about your competitor. It’s about you. What do you do when you are exposed to the risk of being displaced to the message of “Why change now?” I have written about the need to go from quarter to quarter, and year to year, always [creating new value](http://thesalesblog.com/2014/02/09/how-to-use-your-insight-to-create-greater-value/). You don’t counter a “Why change now” strategy with a “Why you should stay us with us” message.” You protect yourself from that threat with a “Why we need to change” message. The difference here is one of being reactive, on your back foot, trying to defend yourself from the knock out punch, or one of being on your front foot, being the effective aggressor, initiating change, never resting on your laurels, and dealing with the threat of complacency so you don’t have to deal with the losing a client. When you initiate change, creating the next plan for improvement and making changes on your side, you are protecting yourself from threats. You are also building the new value that creates the case for change, for improvements on your side and your clients, before anything that gives rise to the risk of you losing your client to the “why change now” message. If you are already recommending change, then you are proactively protecting yourself from downside risks. . . ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2017](https://www.thesalesblog.com/blog/tag/2017) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on June 13, 2017 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-09-17T2:40:33 PM", "datePublished" : "2017-06-13 21:06:14", "description" : "Check out here why we need to change? changes in life help us move forward and become better professionals and better personalities.", "headline" : "Why Change and Why We Need to Change", "image" : { "@type" : "ImageObject", "height" : 16, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico", "width" : 16 }, "mainEntityOfPage" : { "@id" : "https://www.thesalesblog.com/blog/why-change-and-why-we-need-to-change", "@type" : "WebPage" }, "name" : "Why Change and Why We Need to Change", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "height" : 24, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/TSB/images/TSB%20Logo%20Dark.svg", "width" : 228 }, "name" : "The Sales Blog" } } ```