OK it's Friday - well at least it is here in Paris - so I wanted to share with you my thoughts about the "Law Of Effect"
We are of course all different. Our needs will vary in degree, in shape, and in the nature of our answers, but needs are common to all of us. As we are alert to them, as we understand them, so will our success with others be measured.
How do people seek to satisfy their needs? Thorndike's "Law of Effect" supplies the answer:
"People tend to behave in a way to gain rewards and avoid punishment."
Again, this varies with different people. Generally, people can be classified into three dominant types:
• The Achiever
• The Seeker of Social Recognition
• The Security-Minded
(But no one is likely to be a "pure" type)
The Achiever is most likely to be oriented toward gaining rewards.
The Security-Minded is likely to be dominated by the desire to avoid punishment.
The Social Type stands somewhere between the two.
These are the dominating factors. But in varying degrees, each has a little of the other two in them.
In terms of selling, whatever the dominant drive of your prospect, they are above all, buying benefits. Benefits are best defined, in this context, as the results of the product, which enable them to gain rewards and/or avoid punishment.
In making their decision, the buyer uses the "Minimax" principle - To minimize their losses; to maximize their gains.
This is true whatever the personality orientation. The emphasis depends again on their individual motivational drive.
The Law of Effect then - depending on specific motivation - relates directly to the Pyramid of Human Needs, and expands in this manner:
The benefits you have to offer are both negative and positive. The right emphasis, directed in the right way, offering both to determine preference is your shortest way to your objective.
In summary, according to Russell: "The essence of motivation is finding meaning in what we are doing. Motivation is an inner control of the individual." Only you can motivate yourself.
All these concepts apply to you in all phases of your life and your work, as well as they apply to others. Finding the right meaning in what you do will be the great motivator for a more effective you.
Understanding the nature of what motivates each person you deal with will enable you to help them make a decision favorable to both of you.
News: Watch out for two great "JF Guest Author Posts" this weekend.
Have a good one!
Oh, and do remember that "The World" changes every day!