Think of any change you have ever made in your life.  Making that change meant you had to make a choice between what you were currently doing and how that was impacting your 6 necessities and a new activity or choice.

The only way you will make that choice consciously or unconsciously is if it meets your necessities at a higher level or either eliminates or lessons a pain and moves you towards pleasure.  Ultimately you will only make that choice if it helps you in these ways for your reasons.

Imagine how helping people realize the importance of change in their life for THEIR reasons could change the success of your business.  How would it change other areas of your life?  What would a 10% bump in closing rate mean to your business?  What would doubling it?  What would decreasing your return rate mean?

In our blogs, you will read a lot about congruency, “for their reasons not yours”, and staying in their world.  If your closing rate is under 40 % and your return rate is north of 10%, you are asking for change for your reasons not theirs.


About 20 to 30% of people think similar enough to you that they will make a change for your reasons.  It is also much easier for someone to return hearing aids if they believe they really didn’t make the decision anyway.

How do we change this?  How do we move closing ratio north of 40% and really what we are talking about, north of 50 or even 60%?  How do we, at the same time, get our return rate south of 10%?  What would these changes mean to you?

Everyone in life moves away from pain and towards pleasure.  There are actually 3 distinctions:

  1. Escape personality – These people fear pain and avoid it at all costs.
  2. Challenge personality – These people take pain as a challenge, they are motivated into action by it.
  3. Gratification personality – They need to know there will be pleasure involved with a decision.

Without understanding the personality traits, it is very difficult to find enough leverage powerful enough to help them make a decision to change.  Our lives are all about the activities or patterns we live out to meet our 6 necessities of life.  Fear of change is really about fear of no longer being able to meet those 6 necessities because of change.

In order to change someone’s current pattern you need to help them believe that their current pattern is either creating pain or keeping them from pleasure.  Then you need to offer a pattern that moves them from their current pain to pleasure and meets their 6 necessities at a higher level.


Not only do you need to find leverage, you also need to make it real, help them feel it in that moment.  People purchase for emotional reasons but justify for logical reasons.  This is where we find the emotion.  This is where a lot of consultants miss it.  They may find the areas the patient is struggling.  But they don’t dig up the emotion behind the struggles.

A good rule of thumb, 3 areas of leverage or less, 17% chance of change.  5 areas of leverage or more, 85% chance of change.

Ask them what brought them in?  You often will get 1 or 2 areas of pain or leverage with this question alone.  Just some investigation and some communication will get you the rest.  Throwing darts is not effective because it isn’t for their reasons.  Understanding how to ask proper questions is imperative.


Real leverage includes 4 things to make it real for them.

  1. What happens in the scenario.
  2. How does it impact them.
  3. How does that make them feel.
  4. How would the feel if that improved.

Being able to read their personality traits is imperative to success with leverage.  Questions can go in three different directions based on personality traits.  Some will need to know that there is potential pleasure before they will want to talk about pain.  Others will find it easy to talk about pain.   Knowing which one of these personality traits they are will be extremely valuable.

Have you ever struggled getting people to talk about how lack of hearing is impacting them?  Likely because they escape from pain.  They don’t want to talk about it.  They are someone that needs to be able to see the path to pleasure in order to talk about it.

This can help you engage those people that come in with their arms crossed, completely reluctant to talk about the problem they have.

How do you think that would help you business?

Understanding the personality traits and 6 necessities to ask questions that create emotional leverage are one of many things that our process helps overcome.  Creating elite consultant status.  Creating change for their reasons can make creating change almost easy.