The use of objection management in a healthcare organization, an automobile industry and a social network allowed confirming the functionalist principles that drive the objection management process to increase the adaptability and customer orientation of businesses. This is a synthesis of the research that was developed at The Unicist Research Institute.
Objections adopt multiple shapes like criticism, rejection, opposition, suggestions recommendations, denial, etc. This research unveiled the functionalist principles of the different types of objections. From a functional standpoint, there are inhibiting objections and constructive objections. From an operational standpoint, they are active or passive and explicit or tacit objections.
Objections are defined as the questioning process of proposals to confirm their utility, which includes inhibiting objections that deal with the personal needs of the people involved, and constructive objections, that deal with the functionality of the propositions. The management of objections simplifies processes and accelerates the achievement of results.
Objections are posed in spaces where there is an interest in something, which necessarily generates doubts until the match between the needs behind the interest and the value proposition has been confirmed.
Constructive objections are the natural objections that are needed to accept a proposal. They are the sign of interest in an idea or proposal, which generates the need of the use of a destructive test to confirm its functionality.
Destructive tests require expanding the use of the proposition to see which are the final boundaries of its functionality.
In the world of competition, the dominant objections are the inhibiting objections. The problem of these objections is that their intention is to destroy or degrade value propositions to ensure the comfort zone of the one who is evaluating a proposition. It also ensures their feeling of superiority.
This objection management approach was developed to manage the objections in all the fields where rational decisions are made. It does not apply to instincts driven decisions. It applies to personal, political, and business propositions.
The Use of Catalysts allows Managing Objections
Catalysts are objects that are installed in processes to minimize inhibiting objections and foster constructive objections. Objections catalysts are needed to hinder inhibiting objections and foster constructive objections. They need to be installed as objects in the value propositions.
Constructive objections are based on the existence of a shared future scenario where the proposition makes sense and is necessary. The catalyst of the catalyst is the need of a solution, whatever the reasons of the need.
The functionality of the catalyst depends on its capacity of satisfying the latent needs in some field which implies solving the implicit weaknesses of a preexisting solution. These latent needs must become an urgent need to drive the functionality of the catalyst.
The catalyst also needs to include the people involved in an activity, avoiding their exclusion, and there must be a notorious competitive advantage of the proposition.
Scientific Dissemination Committee
The Unicist Research Institute
NOTE: The business models that profit from the benefits of the 4th Industrial Revolution simplify operational processes and increase internal and external customer orientation, by establishing internal and external collaborative work to manage the functionalist principles of processes that allow developing intelligent systems and applications. www.unicist.net/conceptual-design/functionalist-principles-of-business-processes