{"id":8363,"date":"2021-02-26T12:37:52","date_gmt":"2021-02-26T12:37:52","guid":{"rendered":"https:\/\/www.worxogo.com\/?p=8363"},"modified":"2022-02-08T11:15:17","modified_gmt":"2022-02-08T05:45:17","slug":"overcome-reactance-unlock-sales-productivity","status":"publish","type":"post","link":"https:\/\/worxogo.xogoweb.com\/legacy\/overcome-reactance-unlock-sales-productivity\/","title":{"rendered":"Why Recommender Engines and Next Best Action tools don\u2019t (&#038; won\u2019t) work"},"content":{"rendered":"<h2>Personal Story<\/h2>\n<p>\u201cGo to your room and study\u201d.\u00a0 Most of us heard these words growing up. I definitely did. And 9 times of out 10, I didn\u2019t. I probably read a comic, listened to music (no social media, you see) or did anything but what I was \u201ctold\u201d to do.<\/p>\n<p>While I thought I was special, turns out that\u2019s not the case. I see this all too often as a parent now (I\u2019m not so special after all).<\/p>\n<p>Apparently, this phenomenon has a name \u2013<strong> Reactance<\/strong>. Reactance is an unpleasant motivational reaction to offers, persons, rules, or regulations that threaten or eliminate specific behavioral freedoms. It occurs when a person feels that someone or something is taking away their choices or limiting the range of alternatives.<\/p>\n<p>Simply said \u2013 If you tell people what to do, they\u2019ll most likely NOT do it.<\/p>\n<h2><strong>Reactance @ work \/ Sales <\/strong><\/h2>\n<p>So, what\u2019s Reactance got to do with Sales teams? Well, a lot apparently.<\/p>\n<p>Look online and you\u2019ll find thousands of posts for Sales Enablement tools that push the virtues of Recommender engines for sales reps.<\/p>\n<p>What\u2019s the one thing all these tools have in common? They all assume that if you give data to a sales rep every time she\/ he makes a call, 3 things will happen. The rep<\/p>\n<ol>\n<li>will understand the data (or recommendation)<\/li>\n<li>will agree with the insight provided (i.e. what they should do at that moment)<\/li>\n<li>and will take action (i.e. do what the recommender engine asks them to do)<\/li>\n<\/ol>\n<p># 3 is where <strong>Reactance<\/strong> comes in. Your sales reps will resist the push during each customer visit\/ call they make \u2013 because you are taking their decision-making ability or choice away from them. <span style=\"text-decoration: underline;\">Loss of control<\/span> which will then lead to a loss of productivity.<\/p>\n<h2><strong><a href=\"https:\/\/www.worxogo.com\/wp-content\/uploads\/2021\/02\/Picture1.png\"><img decoding=\"async\" class=\"size-full wp-image-8368 aligncenter\" src=\"https:\/\/www.worxogo.com\/wp-content\/uploads\/2021\/02\/Picture1.png\" alt=\"\" width=\"410\" height=\"302\" srcset=\"https:\/\/worxogo.xogoweb.com\/legacy\/wp-content\/uploads\/2021\/02\/Picture1.png 410w, https:\/\/worxogo.xogoweb.com\/legacy\/wp-content\/uploads\/2021\/02\/Picture1-300x221.png 300w\" sizes=\"(max-width: 410px) 100vw, 410px\" \/><\/a><\/strong><\/h2>\n<h2><\/h2>\n<h2><strong>So what can Sales leaders do about it?<\/strong><\/h2>\n<ol>\n<li>Give your team <strong>a say in decision-making<\/strong> on their job. Having multiple choices on potential actions are so much better than a singular \u201ccall to action\u201d (e.g. You could make an additional call to a new customer or negotiate with an existing customer on your list) .<\/li>\n<li><strong>Have to do vs. Want to do.<\/strong> Each rep is unique and responds uniquely based on what connects with her\/his internal motivation. Personalize the recommendations based on what motivates each rep.<\/li>\n<li><strong>Suggestions not Demands<\/strong> \u2013 Framing Options as suggestions rather than demands stand a better chance of influencing the sales rep&#8217;s decision. <a href=\"https:\/\/www.worxogo.com\/data-driven-nudges-are-a-force-multiplier\/\">Nudges<\/a> are elements in choice architecture that work because they promote this freedom of choice. This is the difference between telling children to eat healthy and putting fruits at eye level during lunch time rather than banning junk food. [Ref: <a href=\"https:\/\/en.wikipedia.org\/wiki\/Nudge_(book)\">Richard Thaler, Cass Sunstein \u2013 Nudge]<\/a><\/li>\n<\/ol>\n<p>Ultimately, remember, your reps are unique individuals, not machines.<\/p>\n<p>A call to action works if it gives choices they can pick from and is personalized based on their individual performance context and motivational needs.That\u2019s why Recommender engines or <a href=\"https:\/\/en.wikipedia.org\/wiki\/Next-best-action_marketing\">Next Best Action<\/a> tools will not drive sales rep productivity &#8211; they are too straitjacketed in their approach, don\u2019t personalize and completely ignore the individual\u2019s motivational needs.<\/p>\n<p><em><span style=\"text-decoration: underline;\">Solving for the person, rather than the data<\/span><\/em> will help drive improvement much easier, faster and the change will stick much better.<a href=\"http:\/\/www.worxogo.com\">\u00a0worxogo\u2019<\/a>s behavior-led AI engine uses personalized behavior nudges to help sales reps choose the best performance action, without coercion or control. Our customers using worxogo&#8217;s AI coach see\u00a0 20% in Rep productivity within a few weeks of deployment. Overcome reactance and build high performing sales reps &#8211; move away from directive &amp; restrictive actions to personalized choice based nudges.<\/p>\n<p>Give us a call to see what personalized nudges can do for your team.<\/p>\n<p class=\"p1\"><span class=\"s1\">Photo by\u00a0<a href=\"https:\/\/unsplash.com\/@stayandroam?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\"><span class=\"s2\">Gemma Evans<\/span><\/a>\u00a0on\u00a0<a href=\"https:\/\/unsplash.com\/s\/photos\/no?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\"><span class=\"s2\">Unsplash<\/span><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Personal Story \u201cGo to your room and study\u201d.\u00a0 Most of us heard these words growing up. I definitely did. And&hellip;<\/p>\n","protected":false},"author":4,"featured_media":8375,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[222],"tags":[262,261,256,259,96,189],"class_list":["post-8363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-improve-back-office-productivity","tag-improve-customer-support","tag-improve-sales","tag-nudge-coach","tag-sales-coaching","tag-team-productivity","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>Reactance: Why Reminders, Next Best Action engines don\u2019t (&amp; won\u2019t) work<\/title>\r\n<meta name=\"description\" content=\"No one likes being told what to do. It&#039;s called reactance &amp; it hampers productivity at work. 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