"Refuse to change and don't want to learn new technologies" might be code for "the pain isn't acute enough to justify the effort of changing." How much are you

"Refuse to change and don't want to learn new technologies" might be code for "the pain isn't acute enough to justify the effort of changing." How much are you really automating? If it's a meaningful amount, there's a process in sales called "developing the need" of the customer (Read Spin Selling by Rackham). The process is basically asking them about how they do things and try to build a shared understanding of how much time/discomfort their current solution is costing them. Take a molehill and turn it into a mountain. Of course, it works best if it really IS costing them and they just don't think about it.