Francis Bacon wrote, "He who will not apply new remedies must expect new evils." But it's not that easy. Pushing too hard for change creates anxiety and resistance. Change imposed is change opposed. To make prospects and customers respond positively, first sell the underlying idea involved. Next, make the buyer believe the idea was his or hers, not yours. Finally, congratulate the customer for having good judgment when he or she accepts the action you had in mind.