The Cycle of Change is a psychological process that describes how someone makes changes in their life. It’s primarily used to describe the process of moving through an addiction, but it can be used to describe any change process… including what you do with your clients.
Everyone you come into contact with in your business, even if they all have the problem that you solve, will be in different stages in this Cycle of Change.
The Cycle of Change
This is important to note because the techniques that you would apply to move someone from one stage to another are different depending on what stage they are currently in. For example, offering your solution to someone in the Pre-Contemplative stage will likely be met with denial or excuses, whereas offering the same solution to someone in the Determination stage will like spur decisive action.
In fact, it is only in the Determination and Action stages where someone is going to be open to the solutions that you offer.
If you can determine what stage of change a person is in, you can determine if they are a good candidate for your business. But how do you identify what stage someone is in?
The following chart lists some attitudes that are representative of each state of change to help you identify which stage a particular person may be in. Use the listed strategies in the solutions you offer and in your marketing, in order to reach people within that stage.
|Pre-Contemplation||Surprise, denial, excuses, scape-goating||
|Contemplation||Ambivalence, indecisiveness, unsure of the value of change||
|Determination||Can clearly see and articulate the benefits, may be unsure of how to accomplish the goal||
|Action||Use of action verbs, willingness to share their progress||
|Maintenance||Begin to take the change for granted as it becomes easier||
|(Re)lapse||Re-emergence of old habits and thought patterns, use of excuses when discussing progress||
|Lasting Change||No longer much thought given to the change, it has become habit||
Learn to identify where on the Cycle of Change each person is, and then offer a solution that fits that stage, and you will help move people through the cycle, and ultimately, help them to get ready to take advantage of the solutions that you offer.