Category Archives: Handling Resistance

Robert Miller & Gary Williams: Paths to Persuasion

Robert Miller is one of the people who revolutionised ideas around selling, with his Strategic Selling and Conceptual Selling ideas. But of far more relevance to most managers is his second big idea, which he worked on with Gary Miller.

If you want to sell your message, they found, you need to tailor the way you deliver it to the way  others make decisions. And knowing how to do that is not useful only to salespeople.

Robert Miller & Gary Williams

Robert Miller & Gary Williams

Robert B Miller

Robert Miller got his BA and MA from Stanford University, focusing on education, and his whole career has focused on adult education and training. Following service in the US Navy during the war with Korea, Miller worked his way to become a Vice President at consulting and training company, Kepner-Tregoe. He remained there from 1965 to 1974.

While there, he developed his thinking about the sales process that was to lead to a series of books, and the formation of a new sales training business, which he co-founded with his Kepner-Tregoe colleague, Stephen Heiman. Miller Heiman Group became and remains one of the leading sales training organisations. The thinking that Miller and Heiman developed is massively influential in much sales training today.

However, Miller left the business in 1984, although he has had two extended periods of acting as a consultant and advisor to the business. As well as founding Value Sourcing Group in 1996, Miller also collaborated with Gary Williams to create a customer research consultancy, Miller-Williams Inc. There, they conducted the research we’ll be looking at.

Gary A Williams

Gary Williams  studied biology at the University of Alabama, and started his career in the late 1980s, in the software industry. He held a number of positions in both small entrepreneurial and large firms, including Glaxo and IBM. In the mid-1990’s, he was a Vice President of The Sentry Group, a consulting firm that was acquired by The Meta Group.

In 1998, Gary co-founded Miller-Williams Inc. with Robert Miller. This was a research firm dedicated to measuring how consumer behaviour affects market movements. Williams developed the analytical research method (for which he holds a US Patent).

Together, Miller and Williams also surveyed around 1,700 executives to learn how they make decisons. This research led to the book, 5 Paths to Persuasion, and the much reprinted Harvard Business Review article, Change the Way You Persuade.

In 2004, Miller left the business and Williams morphed it into its present-day incarnation, wRatings, which ranks business performance according to how well they serve their customers.

Paths to Persuasion

Miller and Williams surveyed 1,684 executives for their study. This is a reasonable sample size, but we must note a potential for cultural bias: 97% of the respondents were from the United States.

From their results, they divided the executives into five decision-making styles:

  1. Followers (36%)
  2. Charismatics (25%)
  3. Sceptics (19%)
  4. Thinkers (11%)
  5. Controllers (9%)

Note that Miller and Williams defined styles of decision-making. These are not the same as personality traits and they did no work on relating the two.

Whether you are trying to sell, negotiate, or just persuade to your point of view, you need to adapt to the other person’s decision-making style. You need to identify what it is, and then tailor your approach to fit. This gives Miller and Williams’ five paths to persuasion.

Followers

Followers like to make decisions based on what has worked before; either for them, or for other trusted colleagues. They are risk-adverse, but are prepared to take responsibility for their decisions when they make them.

They tend to be cautious and therefore like established ‘safe’ brands, but are also bargain-conscious. They like to feel innovative, but in reality prefer safety, with a slight edge of novelty. They trust expertise, track record, and in depth case studies.

To persuade these decision-makers, refer to proven methods and real results. Use references, case studies and testimonials to support your case. They need to feel certain they are making the right decision, so do what you can to reassure them that their choice is the safe one.

Charismatics

Charismatics love a new idea or proposal but will base their final decision on the evidence. Hook them with novelty, but expect a wholly rational analysis of the risks and rewards to drive their decision-making. When they take their decision, they will be prepared to accept risk and responsibility if the potential rewards are right.

Charismatics are enthusiastic, talkative, and dominant. They are results-oriented and able to focus hard for long periods.

So persuade them with a calm discussion of risks and potential results. Use simple and straightforward language, rather than trying to blind them with science. They often like visual aids like diagrams, maps, and graphs.

Sceptics

Sceptics tend to be suspicious of evidence, particularly if it conflicts with their established point of view. They can be aggressive and combative, and like to take charge. They are prepared to take risks, but will often try to shed responsibility if things don’t work out.

Ultimately, sceptics don’t trust data, they trust people. So you need to establish as much credibility as possible. A good way to do this is by gaining an endorsement from someone the sceptic trusts.

Thinkers

Thinkers are hard to persuade. They need rigorous arguments that are supported by solid data. They dislike risk and take their time to make as certain a decision as possible. Once they trust their analysis, they will commit to it. But they are also willing to re-evaluate it, if new data emerges.

Thinkers, as their label suggests, are cerebral, intelligent, and logical. They read widely, and are comfortable with numbers, processes, and proofs.

To persuade them, start with lots of data; the more the better. Include market research, customer surveys, and rigorous  cost-benefit analysis. Case studies can help. But they need to be in depth, with highly pertinent details and a significant statistical base. If not, the Thinker will brand it as merely anecdotal.

Controllers

Controllers are mercifully rare. They hate uncertainty and try to cast things in black and white polarities. Therefore, they like pure facts. They are also insecure, hiding behind an unemotional exterior, until they need someone to blame. They don’t like risk and don’t want to take responsibility.

Controllers are fairly logical, unemotional and detail oriented, but they also value action. Not surprisingly, from their label, Controllers like to be in charge.

Persuade them with care. They don’t like to feel manipulated, and they hate ambiguity. So you must demonstrate credibility and structure your evidence carefully. Never advocate too strongly for your proposal. It’s better to give the Controller the information, let them convince themselves.

Complicating Factors

This simple model belies the complexity of real people.

It can be hard to diagnose a decision-maker’s style. Many would mis-assess themselves. In their book, Miller and Williams give clues to help spot the decision style.
Additionally, many people have more than one decision style. They either blend aspects of two or more, or switch style, depending on the context. Finding their dominant style is not easy.

Cynthia Scott & Dennis Jaffe: Change Grid

Cynthia Scott and Dennis Jaffe developed the model that often bears their names, as consultants, in the 1980s. Their Change Grid is one of the most widely used models to explain and anticipate how people will respond to organisational change. They published it in Training and Development Journal in April 1988. The article was called Survive and Thrive in Times of Change.

Cynthia Scott & Dennis Jaffe

Cynthia Scott & Dennis Jaffe

Cynthia Scott

Cynthia Scott had a varied academic career, studying Anthropology, then Health Education and Administration, before gaining a PhD in Psychology from The Fielding Institute, in 1983. From there she became a co-founder (along with Dennis Jaffe) of ChangeWorks Global, in 1983. She remained there until 2001.

Scott’s career remained in the private sector in a wide range of consulting roles, with academic appointments running alongside. Today, she leads ChangeWorksLab, a change management consultancy that she founded, and is a professor at the Presidio Graduate School.

Scott has written 14 books. Five were with Dennis Jaffe, all of which are out of print and available only as used copies.

Dennis Jaffe

Dennis Jaffe likewise studied various subjects: philosophy, management and (for his PhD in 1973) sociology – all at Yale. In 1980 he joined Saybrook University as professor of Organizational Systems and Psychology. He remains an emeritus professor there.

He co-founded ChangeWorks Global with Scott, and now specialises in matters relating to family businesses: governance, relationships, and leadership. He also consults with the financial advisors who serve those businesses.

Jaffe has written a large number of books. Five were with Cynthia Scott, all of them out of print and available only as used copies.

The Change Grid

Their model owes much to the work of Elisabeth Kübler-Ross, who had researched the way people deal with tragedy, bereavement and grief. Her five-stage grief model is widely used:

  1. Denial
  2. Anger
  3. Bargaining
  4. Depression
  5. Acceptance

Our evolution did not take place among shifting organisational structures and operational processes. The changes our ancestors encountered were often life threatening.  So the responses that Dr Kübler-Ross described served them well.

Now, the same underlying physiology and brain chemistry has to cope with serious emotional trauma and trivial organisational changes alike.  So, that when Scott and Jaffe researched responses to organisational change, they found a similar pattern to Kübler-Ross.

Scott & Jaffe Change Grid

Scott & Jaffe Change Grid

Four Stages of Change

Scott and Jaffe’s model describes a progression through four stages.

Denial
Initially, the meaning of the change fails to sink in: we act as if nothing has happened.

Resistance
Once we start to recognise that change will happen, we start to Resist it.  We do this at an emotional level; we show anger, anxiety, bitterness or fear, for example. But we also oppose the change rationally, and often take active steps to frustrate it.  Organisations tend to see increases in sickness, absenteeism, and turnover, along with more general drops in efficiency and quality.

Exploration
When the organisation faces up to the inevitable resistance, and engages with it in a positive way, then people can start to focus on their future.  They will Explore the implications of the change for them, and look for ways to move forward.  This can be a chaotic time. But it can also be exhilarating for the change leaders. This is especially so when the benefits of the change are significant.

Commitment
Eventually people start to turn their attention outward as they Commit to their new future.

Summing Up

I have used my own variant on this model, and found it powerful as a predictor of change.  Like all models, it is not ‘true’.  Yet it does offer us valuable insights. When we use it with care, these insights can enhance the process of facilitating change.

 

Resistance to Change

The Management Pocketbooks Pocket Correspondence Course

This is part of an extended management course. You can dip into it, or follow the course from the start. If you do that, you may want a course notebook, for the exercises and any notes you want to make.


In the last couple of blogs, we have taken a look at how organisational change works in three phases, and how people respond to change. In this blog, we’ll focus on the ways in which people resist change and how you, as a manager, can deal with resistance.

Resistance is an inevitable part of people’s response to change and there are many reasons why people resist change. Dealing respectfully with that resistance requires that you can interpret the nature and reasons for the resistance, so the first skill to deploy will always be listening.

What you are listening for, will be clues as to what the source of the resistance is, so that you can address it properly. There are five levels of resistance, that lead to a simple, powerful model developed by Dr Mike Clayton (coincidentally, the author of this blog).

The Onion Model of Resistance

The Onion Model of Resistance

The Onion Model suggests five levels of resistance – each a little hotter and more emotionally charged than the last.

I don’t understand why we have to change

Resistance is often prompted by not recognising the need to change. People in organisations are usually only aware of pressures that impact upon them directly – leading them to say ‘we really must change this.’ But other pressures for change pass them by and it is therefore natural for them to question what they see as unnecessary change.

Address this form of resistance by showing why change is necessary

I don’t understand why this change

Even when people see the need for change, they also need to understand why you have chosen the response you have. You – or  another manager – have gone through a series of investigations and decisions to choose your response but others have been outside of that process and naturally wonder if there is a better way.

Address this form of resistance by showing why your response is the most appropriate one.

I don’t like this change

At times of change, people often focus on what they will lose, giving it more weight than the corresponding gains. This hard-wired ‘loss aversion’ is a powerful driver of resistance even when objectively, the loss is small and the benefit is great. People will also resist when objectively the loss to them outweighs the benefit, but here, there is nothing you can do aside from acknowledging, sympathising, and supporting your colleague.

Address perceived disadvantage by patiently demonstrating the benefit.

Another reason for this form of resistance is that people sometimes spot a flaw in your plan. They may be wrong or right, but you must listen and evaluate carefully, and be prepared to make changes if you conclude that your changes are not the best you can make them.

I don’t like change

Change is a part of life that we all live with, but some have a greater tolerance than others. Those who feel they don’t like change are again focusing on what they fear losing, or simply on the fear that they will not be able to cope.

Address this form of resistance by offering support to help people overcome their fears and thrive in the new environment.

I don’t like you

This is rarely as personal as it sounds. In times of change, people lash out at whoever they can, as a way of exercising old frustrations and grievances, because the stresses of change add to the pressures they are under.

Accept a small amount of this only and address this as the inappropriate behaviour that it is. Use assertive behaviour and your other skills for dealing with difficult behaviour to deal with it in the first instance. If, on occasion, this is not enough, use your organisation’s formal procedures.

Further Reading 

  1. The Handling Resistance Pocketbook

Other Pocketblogs you might find helpful

  1. How to Manage a Challenging Conversation
  2. Listening
  3. I can’t do that now

Resistance to Negotiation

Over the last couple of weeks, we have looked at:

One of the things that most worries inexperienced negotiators is the question: ‘what if they say no?’ or even ‘what if they don’t like my offer?’

If these bother you, don’t worry.  Of course they will say no – several times: it’s their job.  And of course they won’t like your offer – unless it advantages them, rather than you; which would make it a foolish offer for you to make.  instead, start to see resistance as a part of the process.

Understanding Resistance

The Handling Resistance Pocketbook is a toolkit for anyone encountering resistance, and at its heart is a model to help you understand resistance, assess what is going on, and choose from the tools available.

The Onion Model

The Onion Model is a tool to uncover the layers of resistance.

Onion Model of Negotiating Resistance

With this model, you can see why resistance is so inevitable.  The first two layers are about meaning: they may not understand your proposal – so find a new way to explain it, or they may doubt why you made it, so be clear about the basis for your proposal.

Next comes doubt about your ability to stand by your proposal: ‘it’s too good to be true’ responses fit in here.  Provide evidence of your bona fides. Next comes the powerful rejection – probably because your proposal is not good enough.

But if it is good enough, credible and fully understood, they may resist for historic reasons: they may not like you but, more likely, they have some other reason to not want to do a deal with you.  Maybe your organisation misled them in the past, maybe another organisation did and, in their mind, ‘you’re all the same.’

This last layer is rarely about reality – more often it is about perception.  So you need to understand the basis of that perception and undermine it with counter evidence… always in a respectful way.  Try using an adaptation of the ABCDE process, a tool form the heart of Cognitive Behavioural Therapy (CBT).

Other Pocketblogs about Handling Resistance

The Handling Resistance Pocketbook, by Mike Clayton

 

The Onion Model of Resistance

The Handling Resistance Pocketbook, by Mike ClaytonThe Onion Model of Resistance is at the heart of the Handling Resistance Pocketbook.  It is a model I developed initially to describe resistance to change.
I subsequently generalised it to cover handling:

  • resistance to ideas in a presentation
  • sales objections
  • resistance in a learning environment
  • resistance to engagement

 

Creating the Onion Model - Training Journal article by Mike Clayton

I recently had a couple of articles published by Training Journal, which I have put onto my Handling Resistance blog:

  1. Creating the Onion Model
  2. Resistance to Engagement

I hope you will enjoy them.

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Handling Resistance to Engagement

Resistance to Engagement in the August 2011 Training Journal

The August 2011 edition of Training Journal focuses on the topic of engagement.  One of the most challenging aspects for managers is when they want to generate employee engagement, but encounter resistance.  Luckily, there is a Pocketbook dedicated to handling resistance.

Handling Resistance

The Handling Resistance Pocketbook

Mike Clayton, author of The Handling Resistance Pocketbook, has written an article ‘Resistance to Engagement’ that builds on the onion model described in the book, to discuss why people sometimes resist such an obviously ‘good thing’.

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The book contains three versions of the model, for contexts of resistance to ideas, resistance to change and sales objections. Mike has developed a new version for this article.

Training Journal is a subscription only magazine, and access to the full article archive on their website also requires a subscription.  It is an excellent journal and, if you are a trainer or you commission training, reading it will be a valuable part of your CPD.

However, the subscription model means that any people interested in my article won’t be able to access it, so Mike has put it onto his Handling Resistance blog, in two parts…

Resistance to Engagement

People want to be engaged. They want to be treated fairly, to be consulted about what is happening, and to feel valued and supported.  Yet employee engagement initiatives often meet with scepticism, resistance and even hostility.  Why is this?  Can we understand the source of the resistance and build on this understanding to create positive ways to handle it?

Read more…

How to Understand Resistance and Handle it Effectively

Mike Clayton

Mike’s first law of change: “Resistance is inevitable”

There’s no getting around it, so all you can do is to embrace it, and engage with your resisters.  But how can you do so positively, and increase your chances of a successful transition?

That’s the reason I developed my Onion Model of Resistance, which I started working on back in the 1990s.  It helps us to understand the nature of the resistance we encounter and leads us towards effective strategies.

Five Layers of Resistance

There are five layers of resistance that we encounter and they are summarised in the image below. (click to enlarge)

The Onion Model of Resistance by Mike Clayton

What we find is that, as we uncover a layer of resistance, there is often another layer beneath it.  Each layer is psychologically deeper, it is emotionally hotter, and it is harder to deal with.

Harmonious Engagement with the Resistance

My Golden Rule for Handling Resistance is:

‘I will always respect my resisters’

This means I need to use a harmonious approach that does not clash with them nor seek to put them down.  Our instinctive approaches, to blame, bully, plead, fight, do deals or lie, do not work – or, if they do, are not sustainable.  In my talk – and in the book – I listed a dozen or so techniques, inspired by the principles of Aikido, a Japanese martial art, sometimes called the ‘way of peace’, or ’the way of harmony’.

Three things to remember

The talk ended with three things to remember:

  1. Resistance is part of the process.  It is inevitable.
    Don’t fear it: embrace it.
  2. There is always a reason for the resistance you get.
    It may not be rational, but you can understand it,
    and you can deal with it.
  3. Above all, always respect your resisters.

Management Pocketbooks you might enjoy

The Handling Resistance Pocketbook, by Mike Clayton

The Onion Model, how to handle resistance to ideas, to sales, and to change, along with a host of tips are all in the Handling Resistance Pocketbook.

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You may also like:

For more on the Onion Model…

…take a look at this earlier blog, on Handling Sales Objections.

The Golden Rule for Resistance: "I will always respect my resisters"