The 4As for change

Do you know about the 4As of human behaviour and how it helps in communication and selling?

Awareness, Attitude, Activity and Achievement.

  • Awareness: knowledge or perception of a situation or fact.
  • Attitude: a settled way of thinking or feeling about something.
  • Activity: the condition in which things are being done.
  • Achievement: that which is done successfully with effort or skill.

For anyone to change they have to be made Aware of benefits and/or loss. My Attitude – positive or negative – will influence the other party’s attitude. For something to be accomplished there has to be Activity – signing an order, another meeting, a proposal, involving others, meeting, etc. We then Achieve an outcome which reinforces (makes Aware) the customer’s decision to have bought. So this Awareness, Attitude, Activity and Achievement is circular and the greater the trust the bigger the circle grows which results in more trust.

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