As noted earlier, salespeople are constantly threatening the status quo. They sell people the new, the different, and the untried. In nearly all selling situations, the customer is being asked to consider change of some sort, and in some cases it is only natural for the person to resist change. Whenever possible, we should try to help the customer view change in a positive and realistic way. Change is more acceptable to people who understand the benefits of it and do not see it as a threat. Always anticipate the one question (spoken or unspoken) that every buyer asks: “How will this product benefit me?” To minimize the impact of change, be sure to personalize the benefit with a specific reference to the customer’s need.