This article explores the powerful influence of human nature on our actions and decisions, and how understanding this can be leveraged to significantly increase sales. It delves into the fundamental principles of human behavior, the role of pain and comfort in driving our actions, and how these can be manipulated to achieve desired outcomes.
On a chilly Wednesday night, I found myself in a hotel room, having just arrived for a keynote program the following morning. As the elevator ascended, my mind was consumed by one thought - hunger. Upon entering my room, I was drawn to the mini bar, and despite my best intentions, I devoured its contents.
I had only consumed 1000 calories that day, and given my body weight of 198 pounds, I could afford to consume almost 2000 calories daily without gaining weight. I started with a bag of M&M’s (240 calories), followed by a bag of chocolate chip cookies (270 calories), and then a series of other snacks, eventually consuming over 4000 calories that night.
I rationalized my indulgence, promising to record the excess calories on my chart and increase my workouts the following week to burn off the extra intake. However, this approach meant I was always playing catch-up, always carrying an extra five to ten pounds that I knew I could lose.
This mini bar experience made me realize that I was battling against a formidable opponent - human nature.
The law of human performance, a well-known principle in human behavior, states that all human actions are driven by either the avoidance of pain or the pursuit of comfort. This law, much like the principle of gravity, applies its effect in our lives regardless of our understanding or belief in it.
We, as humans, are wired to avoid discomfort or pain and seek pleasure or comfort. This influences our perceptions and drives our selective attention towards things that can potentially harm us, so we can avoid them.
When I entered the hotel room, my attention was immediately drawn to the mini bar, not the telephone or the closet space. The pain was my hunger, and the comfort was the food in the mini bar. Despite my commitment to weight control, human nature drove me to eat.
For years, I struggled with my weight, using willpower to eat less, but it never lasted. The compelling forces of human nature - avoiding pain and seeking comfort - always overpowered my good intentions and willpower.
The solution was to stop fighting human nature and instead, use it to my advantage. I needed to associate pain with the mini bar and comfort with avoiding it. I told five of my coaching clients that if I indulged in the mini bar during my trip, I would pay each of them $250 - a total of $1,250. Suddenly, the mini bar represented pain.
I had successfully linked pain to the behavior I wanted to avoid and pleasure to the action I wanted to take. The five people I had informed would hold me accountable, and the threat of a $1,250 fine was a powerful deterrent.
This strategy can be applied to any aspect of life, including sales. Commit to a specific action, such as making a certain number of calls in a week. Ensure this number is realistic and share this commitment with someone else. Attach a penalty to not fulfilling this commitment, and you'll find yourself driven to complete the task.
At the end of the week, you'll realize that it was easier than you thought. Apply this strategy to one activity every week, and by the end of the year, you'll be amazed at your progress.
In conclusion, understanding and harnessing human nature can be a powerful tool in boosting sales and achieving personal goals. By associating pain with undesirable behaviors and comfort with desired actions, we can manipulate our natural instincts to our advantage.
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