Our Key Takeaways:

There are two motivating factors that drive all human behavior:

1. Driving forces: factors that stimulate or motivate a change in behavior (encourage movement).

2. Restraining forces: factors that discourage change by erecting obstacles to movement in a different direction.

Every decision we make involves a type of dance between the two

Most sales reps attempt to leverage DRIVING forces to make change happen. They launch into a series of features and benefits to compel a decision to change to their product/service. Research says this is the least effective approach to change a habit.

The most effective way is to influence movement away from a familiar habit is to consider the RESTRAINING forces at play. Start with asking yourself “why is my customer not choosing my services now?”.

Make a list of every possible force tipping the scale of change in the favor of staying the course. Then, one at a time, work to remove the restraints. The primary task of a change-maker is to make it easier, more efficient, and most effective for the customer to move in a new direction.

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