How Do You Sell Change Management to Cynical Staff?

With morning coffee in hand, John walks to the conference room. He feels a slight sweat break out on his forehead. He didn't sleep well because today he announces the next change program to his manufacturing staff. He's not stupid. He knows what he's walking into--cynical employees who dread the next "theory-of-the-month."
Source: Industry Week, http://industryweek.com