User:TTichelaar

Forceful Selling

[Forceful Selling, How to Achieve Explosive Growth by Harnessing the Forces of Change] is a book by Brett Clay published in 2008, ISBN 978-1-890427-48-1. Forceful Selling, represents a paradigm shift from traditional solution-oriented selling approaches to redefining salespeople as agents of change for the organizations and customers to whom they sell their products. Clay suggests that the trends of globalization and Internet empowerment (the commoditization of information due to the wide, immediate availability of information on the Internet) require a change-oriented selling methodology. In Forceful Selling, Clay studies the psychology of change and proposes a framework for helping customers achieve their desired changes.

The Four Forces

Clay proposes that change is driven by 4 primary forces. 1)	Internal needs 2)	Behavioral tendencies 3)	Cognitive strategies 4)	Environmental factors

The Change Leadership Framework™ In his Change Leadership Framework, Clay proposes 5 disciplines for leading change. 1)	Force Field Analysis 2)	Change Response Analysis 3)	Power Analysis 4)	Value Creation 5)	Change Actuation

Historical Development Clay’s Four Forces is a model for the psychology of change based on the theories first presented by Kurt Lewin, in his book, Principles of Topological Psychology, published in 1936. In Lewin’s Equation, B=f(P,E), Lewin proposed that behavior is a function of the person and his environment. Clay expanded on Lewin’s equation and proposed that the person, (P) is a function of his needs (N), his innate behavioral tendencies (B), and his cognitive strategies (S), yielding Clay’s Equation B=f(N,B,S,E).

Clay’s Change Leadership Framework™ is also based primarily on Kurt Lewin’s “field theory” of psychology first published in book form in 1951 as, Field Theory in Social Science. According to the foreword in Field Theory in Social Science, “The most fundamental construct for Lewin is, of course, that of the “field.” All behavior (including action, thinking, wishing, striving, valuing, achieving, etc) is conceived of as a change of some state of a field in a given unit of time, (dx/dt).” Lewin goes on to define a force field as “a distribution of forces in space” yielding the concept of “force field analysis” to study the influences of various forces. Clay expanded on Lewin’s concept of “force field analysis” and proposed five disciplines for leading change, which Clay terms “change actuation.”

Differences from Lewin

Lewin described “power” as “the possibility of inducing forces of a certain magnitude on another person.” Lewin’s analysis of force fields compared the direction and amplitude of forces to determine the “resultant force,” i.e. the sum of all the forces. According to Lewin’s concept of “locomotion,” the resultant force would then result in a change. Clay utilized the definition of mechanical power to describe the effort required to accomplish a change. In the field of physics, power is defined as the rate at which work is performed, i.e. Power = work/time. So, in Clay’s Change Leadership Framework, power is the amount of energy required to achieve a change in a given amount of time.

References

Clay, Brett. (2008) [Forceful Selling], Aviva Publishing Lewin, Kurt. (1936) Principles of Topological Psychology, McGraw-Hill Lewin, Kurt. (1951) Field Theory in Social Science, Harper and Row Cartwright, D. (1951). Foreword to the 1951 Edition. Field Theory in Social Science and Selected Theoretical Papers—Kurt Lewin. Washington, D.C.: American Psychological Association, 1997. Originally published by Harper & Row. Lewin, Kurt. (1943). Defining the "Field at a Given Time." Psychological Review. 50: 292-310. Republished in Resolving Social Conflicts & Field Theory in Social Science, Washington, D.C.: American Psychological Association, 1997