When people are required to change behavior, take on new ideas, activities or processes, their degree of change is influenced by two main criteria – motivation to change and ability to change. Put crudely:- 20% will change and find it easy – great! 30% would find it easy enough but don’t want to change.They need push and pull encouragement or counselling. 30% would be willing to change but they find it difficult – they need coaching. 20% just won’t change and probably couldn't anyway.

1. UK:
India: 079-40057788
Changing
Sales Behaviour
www.advancetm.com
© 2009 Advanced Selling Skills Academy. All Rights Reserved.
Page 1

2. India: 079-40057788
Changing Behaviour Model
When people are required to change behaviour, take on new ideas, activities or
processes, their degree of change is influenced by two main criteria – motivation to
change and ability to change. This model proposes the likely spread of combinations
of these two factors as percentages of the target audience.
Put crudely:20% will change and find it easy – great!
30% would find it easy enough but don’t want to change - maybe they’ve ‘seen it all
before’, ‘flavour of the month’. They need push and pull encouragement or counselling.
30% would be willing to change but they find it difficult – they need coaching.
20% just won’t change and probably couldn’t anyway.
The percentages will of course vary according to the nature/extent of change required
but the principle is the same and demonstrates the importance of coaching, support
and motivation if you want the majority to change – rather than a minority.
© 2009 Advanced Selling Skills Academy. All Rights Reserved.
Page 2

3. Strong Self
Motivation
WILLINGNESS
TO CHANGE
Need External
Stimulus
India: 079-40057788
Changing Behaviour Model
These people have no difficulty
in understanding what’s
These people can’t and
required - they just haven’t
won’t!
bought in! Additional actions
are required here to push
and/or pull them into the
bottom left hand quadrant. 30% 20%
These people find it easy and
are willing. Give them the
instruction/training and
they’re in!
These people are willing but
are finding it hard to do.
Additional support will move
them to the left.
20% 30%
Easy
© 2009 Advanced Selling Skills Academy. All Rights Reserved.
ABILITY TO CHANGE
Difficult
Page 3

4. Strong Self
Motivation
WILLINGNESS
TO CHANGE
Need External
Stimulus
India: 079-40057788
Changing Sales Behaviour
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

Senior Management Focus
Management Review Process
Guest/SME facilitation
Compensation/RROs/Appraisals
Accreditation
Success Stories

If you can’t change the
people ...

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
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

Learning Centre
Personal Learning Plans
Coaching
Posters & cards
Guest/SME facilitation
Training follow-up
Advanced courses
30% 20%

Implementation Plan
– Kick-Off meetings
– First line workshops
– Cascade to those involved
with sales
– Sales and Sales Management
skills training and
20%
development
Easy
© 2009 Advanced Selling Skills Academy. All Rights Reserved.
30%
ABILITY TO CHANGE
Difficult
Page 4

5. Thank You
Contact us: www.advancetm.com
India: 079-40057788, UK:0845 1259098