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When big companies make moves, the results are felt by the people who helped make them big or helped keep them big or helped them get bigger. Whether it’s the economy or a merger or a “change in comp plan” (a.k.a. reduction in pay) or the introduction of a new product, things change every day in the business world. In the sales world, things change even faster.

I want to address some of the elements of change, show the reality of it, and rename the situation to one that is more easily understood by those on the receiving end. You.

Change comes about by greed, or by taking advantage of opportunity, or by corporate growth, or by evolution to a better way, or by outside economic forces, or from internal economic conditions, or to appease Wall Street, or by modernization, or by innovation. And did I mention greed?

Reality bites: “We had to make some tough decisions” means a hammer is about to fall. “Today we are announcing the merger of …” means everyone will panic about their job.

Change brought about by the reasons stated above often brings about a lowered morale inside the company – especially if management is not communicating well. Low morale also leads to lower productivity, lack of service response and ultimately a loss of customers.

Here are a few ways to look at change:

On the bright side:

Change is refinement.

Change is growth.

Change is movement.

Change is acquiring.

Change is upgrading.

Change is opportunity.

On the dark side:

Change is eliminating.

Change is terminating.

Change is hiding or avoiding truth.

Change is disappointing.

Change is scary.

Change is morale-busting.

In order to be most effective and have a positive outcome, leadership must communicate change in a straightforward way and then state the REAL reason. This is rarely done.

Some people are “waiting to see what happens.” Big mistake.

Here is the reality and a few rules to help you react to change:

Keep your attitude UP: Rather than saying “this sucks,” make a plan for what you can do. If nothing can be done, or what can be done falls short of your ideals, make a plan to get out.

Keep your thoughts focused on doing your BEST: HINT: In mergers or slower economic times, companies keep their BEST people. Be your best. Instead of “waiting to see what happens,” decide to be your best, ask how you can help and lead the charge. Set a positive example and work as hard as you can so that whatever happens, you’ll always be able to say you did your best until the last minute.

Keep your mind open to other possibilities: What would you really like to do? Why aren’t you doing it?

Stay away from politics and pity parties: Odds are if you’re dissatisfied with what is happening, so are others. Stay away from groaners, whiners and other assorted non-solution-oriented people.

Don’t lose faith: Your outlook on what could or should happen will determine your willingness to work hard now. Faith in yourself will carry the day. Change happens daily. Don’t get nervous; get excited. Follow your heart, and your wallet will catch up.

BIG AHA! When there is market upheaval, economic uncertainty or merger, people tend to look inward and ask themselves, “Is my job safe?” The biggest vulnerability in uncertain times is NOT your job – it’s your customers. They are the revenue source that will ultimately provide your job security. Don’t guard your job; guard your customers. Serve them memorably. Sell them more. Keep them loyal. And earn referrals from them.

If you want “change insurance” or “change assurance,” it doesn’t come from your boss. It comes from your customers. Guard them with your life. Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2007 Jeffrey H. Gitomer