Changing Behaviors: Can Old Mice Really Learn New Tricks?
March 1, 2006

My family and I recently spent a few days on the "Disney Wonder" cruise ship. When we arrived, we were almost immediately greeted by Mickey Mouse. Then, as we walked to board the ship, there was a station set up that provided "hands free" hand sanitizing. Being a former "jan/san" guy, I was intrigued with the product and the device.

Further, when we got to our cabin, I jumped into the washroom and discovered several familiar things. In addition, there was a notice from the ship that proper hand washing was important, and a very specific hand washing regimen that was recommended for proper sanitizing and prevention of cross-contamination.

Over a four day cruise, whether arriving at the ship after a day shore excursion, or walking into dinner or one of the numerous eating opportunities available, or finishing business in a public or private restroom, I became very aware of the need to sanitize and/or wash my hands thoroughly. Further, I instructed my children, whenever appropriate, to mind the rules of the ship, including washing and sanitizing their hands.

What does this have to do with teaching old mice new tricks? Let me ask this question in a similar way, inserting the words "sales representatives" in place of "mice."

"Can (veteran) sales representatives really learn new tricks?"

Through the years, I have been challenged with the harsh reality that trying to get sales representatives to think and act differently is like placing a bet in the Super Lotto. The payoff would be great, but the reality is that it probably isn't going to happen.

Well, after four days on a cruise ship, I witnessed something that I have never seen before. Grown men, and even children, were consistently using hand sanitizing stations, and, I hope, washing their hands after using the facilities. (I can't prove that one, however I did watch discretely in the public washrooms what was happening at the sinks).

Why, I wondered, was this happening? Answer: Because people realized that being on a cruise ship is a great place to get diarrhea, or worse, which can be avoided quite easily by washing and sanitizing their hands. Cruise ships have proven to be floating, captive incubators of really bad stuff, and no one wants to blow thousands of dollars spending time in a ship infirmary.

So, how do we get our sales people to change behaviors? Answer: By giving them a reason to feel that there is more at risk by not changing, then by staying with old habits.

My lesson for this month is built on Disney's success at defining a problem and enabling their guests to recognize the problem as something that they needed to do something about. Then, defining and providing the solution to the problem through keenly located dispensers and written reminders. (I honestly never thought I'd see as many children and adult males concerned about hand washing and sanitizing, but it really started to become ingrained the longer the cruise went)

If you are asking yourself, "can my salespeople learn new tricks?" the answer is probably yes. However, take a cue from Disney.

• Define the problem (perhaps the pitfalls reps face by not listening to their customers as well as they should)
• Gain buy-in (don't legislate change, such as sales training, even though you may. Get the reps to see reasons why they can benefit, in their terms)
• Provide solutions that address the need and are easy to utilize (intelligently research solutions, such as "sales training," that can be customized and realistically applied within your particular business and culture)
• Repeat the message again and again and again and again, and then, again (don't expect your reps to integrate new skills/habits because you spent two days on it)
• Make sure that the solution is kept in good working order (constantly review the process, and make sure it is functioning as expected and planned)
• Ensure that everyone within your organization buys into the solution, practices it, and finally, believes in its value (if one person, starting with the CEO, is just going through the motions, everyone else who is skeptical will go back to old habits)
• Make it fun (sometimes, even though things we must do are implemented because there are serious business issues attached, doing it with a smile can be a lot easier)

In closing, seeing "hand washing" and "sanitizing" become habit for many people while on our cruise, made me realize that other habits, like building sales effectiveness, could be tackled. See if the way Disney applied the sanitizing solution for their guests can be paralleled with solutions you are providing to your "guests." You may find that (veteran), or even less experienced salespeople really can learn new tricks!