Two Forces
by Simon Bowen | 23 August 2023 | The Models Method
There are always two forces in play anytime you engage in a process of conversation or influence ... and selling is both conversation AND influence so – what are the two forces?
When we sell to someone, we are fundamentally asking them to put aside every other option available to them, and choose us instead.
When we do that there are two emotional forces that play out.
Resistance and acceptance!
Resistance is hard wired and is our reptilian brain’s self-defence mechanism.
We have an automatic, high-intensity, fast-acting system for saying no!
It works at a much faster speed than acceptance.
As humans, we don’t really have a system for acceptance … for saying yes.
Our system for yes is low-intensity and slow-acting!
So when we are trying to influence another person, their instinct is to automatically say no, with no real system for saying yes.
The problem is, conversion only occurs when the resistance and acceptance curves reverse.
On top of that, if we try to use pressure to force the curves to reverse, their system for resistance will just kick in even harder!
Our system for influence has to be better than their system for resistance.
Great visual models are just such a system for influence. When you put a visual model in front of someone, you accelerate the reversal of the curves. The model lets them see and process. The model does the heavy lifting of conversion.
We use models in our world, how do you take pressure out of the sales conversations in your world?
When we do that there are two emotional forces that play out.
Resistance and acceptance!
Resistance is hard wired and is our reptilian brain’s self-defence mechanism.
We have an automatic, high-intensity, fast-acting system for saying no!
It works at a much faster speed than acceptance.
As humans, we don’t really have a system for acceptance … for saying yes.
Our system for yes is low-intensity and slow-acting!
So when we are trying to influence another person, their instinct is to automatically say no, with no real system for saying yes.
The problem is, conversion only occurs when the resistance and acceptance curves reverse.
On top of that, if we try to use pressure to force the curves to reverse, their system for resistance will just kick in even harder!
Our system for influence has to be better than their system for resistance.
Great visual models are just such a system for influence. When you put a visual model in front of someone, you accelerate the reversal of the curves. The model lets them see and process. The model does the heavy lifting of conversion.
We use models in our world, how do you take pressure out of the sales conversations in your world?
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ABOUT THE AUTHOR
Simon Bowen
Simon Bowen has created a transformational approach to shaping the thinking of your team and your customers towards your big idea. He is widely valued for his ability to challenge, elevate and accelerate collective thinking – bringing broad groups to clear and practical agreement. He is known for making the complex simple, to both solve and sell a better option.
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