The 4 Laws of Behavior Change

Have you already given up on any of your New Years’ Resolutions? Don’t worry, you’re not alone – I read that roughly 80% of people give up on at least one resolution by the middle of January; I am included in this 80%. In the journey of personal development and self-improvement, the concept of habits plays a pivotal role. James Clear, in his insightful book “Atomic Habits,” introduces us to the four laws that govern behavior change – a powerful framework that empowers individuals to build positive habits and break free from detrimental ones. In first reading about this framework, my immediate thought was I bet this can be applied to the structure of my sales call.

In a sales-oriented career, understanding and applying the four laws of behavior change from “Atomic Habits” can significantly enhance your approach during ordinary sales calls. We’ve talked before about a number of strategies and frameworks that can improve your persuasion abilities and negotiating skills, but perfecting the art of sales involves learning about different frameworks, testing them all out in different ways, and finding the one that works for you. So today, let’s spend some time learning about the 4 laws of behavior change and how to apply them to a sales context.

The Cue (or Trigger)

Every habit has a starting point, and that’s the cue. Whether it’s a specific time, a particular location, or an emotional state, recognizing the cues that trigger habits is the first step to understanding and modifying behavior. Awareness is key; identifying the cues that initiate habits allows us to take control and consciously shape our responses.

In the sales context, the cue is the initial signal that prompts a sales call. It could be a scheduled appointment, a lead from marketing, or even a specific event or trigger observed in the prospect’s behavior. Recognizing and understanding these cues allows you to be strategic in your approach. For instance, if a prospect regularly engages with your content that focuses on creating efficiencies, that could be a cue to lead with, or deep dive into, how exactly your product or service creates efficiencies and the effects it has had on other clients.

Craving

The second law delves into the desire or craving associated with a habit. What motivates us to engage in a particular behavior? By understanding the underlying cravings, we can address the root cause of our habits. James Clear suggests making habits more attractive by linking them to positive outcomes, thus increasing motivation and making positive change more sustainable.

Understanding the prospect’s cravings in a sales call involves recognizing their needs, desires, and pain points – it’s taking the recognized cue or trigger to the next level. All the best salespeople that I know spend countless hours researching their prospects to uncover any indication of a challenge or desired objective. Then, during the conversation, they verify their research and emphasize how the product or service directly addresses their cravings. The only way to effectively do this is to put yourself in a position where you almost know the client better than they know themselves, or at least can convince them that you do!

Response

This law is all about the action – the behavior that constitutes the habit. Whether it’s a positive or negative habit, the response is the specific action taken in response to the cue and craving. Changing behavior involves modifying the response to the cues, steering actions toward positive outcomes and away from detrimental ones.

The response is the actual sales pitch and communication during the call. It’s not just about presenting features; it’s about framing your product or service as the solution to the prospect’s needs – this is where last week’s post on storytelling can really come in handy. I’ll say it again: tailor your response to align with the cues and cravings identified earlier. Be dynamic, ask open-ended questions to engage the prospect, and listen actively to adjust your response based on their feedback.

One new strategy that I’m trying lately along the lines of asking open-ended questions, is asking the question directly and shutting up. I have a tendency to try and explain the context of my question, clarify it when it doesn’t need clarifying, or even lead people to the answer I want to hear. Remember, your prospects are smart! They’ll understand your question, and, even if they don’t, just stop talking and listen because there’s a high likelihood that the answer they give will be useful information. If you do need a specific answer to your question, clarify after they’ve answered your first attempt.

Reward

The fourth law focuses on the positive outcome or reward that reinforces the habit loop. Rewards are crucial for making habits stick. James Clear advocates for making good habits satisfying and bad habits unsatisfying. By associating positive rewards with positive behaviors, individuals create a positive feedback loop that makes it more likely for the habit to be repeated.

The reward in a sales call is the positive outcome you aim to achieve, such as gaining commitment or agreement from the prospect. More simply, this post doesn’t mean shit unless your product or service can deliver on the promises you’ve made. In the call, clearly articulate the benefits and rewards of choosing your product or service. This could include increased productivity, cost savings, improved efficiency, or any other positive outcome. Reinforce these rewards throughout the conversation to create a positive association with your offering. Then, when you do get to close, come through for your new client!

Conclusion

Understanding these four laws collectively forms what James Clear refers to as the habit loop. This loop, comprising cue, craving, response, and reward, explains how habits are formed and maintained. It’s a roadmap for intentional habit formation and behavior change. When you choose to guide a prospect through this loop, your setting them up to first become a client and then become a heavy user and advocate of your product or service.

In the pursuit of personal growth, mastering the four laws of atomic habits can be a game-changer. By consciously applying these principles, you can transform your habits, break free from destructive patterns, and build a foundation for a more positive and fulfilling life. Remember, it’s the small changes, the atomic (like atoms) habits, that lead to remarkable transformations over time.