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Green Farm Products is a company having farm owners as its customers.
The CEO has now decided to expand its customer base by adding home gardeners to it. The sales personnel, on the other hand, have worked with only farmers in the area for a long time and have acquaintances with them at the level of their comfort, therefore they are reluctant to the proposed change. It is understood that the resistant sales personnel are major stakeholders in implementing this change and unless their cooperation is obtained, the new strategy cannot be put to action successfully.
Out of all the possible methods, this resistance to change can be overcome by the method of utilizing Education and Communication, which involves bringing in a change agent for extension, who would educate the sales personnel regarding changes in the natural characteristics of the local area and also explain about the local demographics. Suggest other suitable ways under the following methods:
-Participation -Facilitation and support - Manipulation and cooptation -Negotiation -Coercion
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