Thanks for the kind feedback, Mike.
First question — This is where facts come in in the form of market trends and such. But it all depends on what their pushback is. If it’s just gut, then you have nothing to be able to change their mind. If you know why they think the customer won’t change their behavior, well, the counterpoint is what you’re building your bridge on.
And that kind of hits your second question too. You BUILD that bridge but you often won’t be in a position to push the customer over it. But if your bridge is there, and it looks sturdy, and they can clearly see the other side, then they’ll come over on their own. Most of them anyway.
There’s a lot of metaphor in that answer, but I think it works.