Advice Needed: Selling to Laggards in Technology

What do you do if the prospect you are selling to has major concerns over adoption of new technology and achieving ROI given the team who will be using the tool(s) has discretion on what and how they use things along with ownership not pushing standardized processes. I see this as more of a people and culture problem and less of an ability to use a technology platform.

We have thought about piloting and even trying to gain advocates at the store level. Looking for creative ideas. All are welcome!