How to Move People One Step at a Time

I recently attended a webinar about how to talk to people in Maine about climate change, and it made a lot of great points. But one that stood out was the fact that you’re not going to turn a climate change denier into a climate change activist in one step. In fact, they may never get to the activist stage, but if you try to move them one step at a time, they could get to the point of acceptance. That alone would be significant.

And this doesn’t only apply to climate change. This happens with other changes, too, both big and small.

Taking things one step at a time even applies to selling your products or services.

For example, if you try to sell a heat pump to someone who’s never even heard of one, odds are good that you won’t make a sale in one conversation. But if you provide information and have conversations a bit at a time to explain what a heat pump is, how it works, how it helps, and more, the prospect might become a client.

With that in mind, here are some steps you can take to help move clients or prospects along until they’re more comfortable with the service, product, or change. This example will look at someone who has a big, drafty house, and the goal is to help them make the house as energy efficient as possible by weatherizing, installing a heat pump, and using solar energy.

#1 – Find the Right Starting Point

In my example, assume that the person who owns the house is a Mainer who isn’t convinced about climate change. You wouldn’t start the conversation by talking about emissions or fossil fuels or even energy efficiency.

Instead, a good starting point might be talking about how Mainers are known for being thrifty. This is something the homeowner can likely relate to and even take pride in. It’s something you have in common, and the homeowner will be a little more likely to listen to you. They’ll also be thinking of themselves as someone who doesn’t like to waste anything, which is important when you’re looking at ways they can be more efficient. 

#2 – Connect with a Story

Now that the homeowner is listening, you want to strengthen the connection. A great way to do that is by telling a story, preferably one with a personal connection.

In this case, you might share a story about someone you know who had a drafty house, maybe a parent or grandparent. You could talk about how much money they spent on heating bills, even after closing off unused rooms. You could also mention that they kept the heat as low as possible to help with the bills, but then they were cold all the time and had to bundle up a lot.

These are things anyone could relate to, no matter how they feel about climate change. A story like this will make you more credible and relatable.

#3 – Take One Small Step

Once you feel like you’ve made a connection with the homeowner, it might be tempting to dive in with all the changes they could make for home efficiency, but that would be a mistake. Instead, you want to start by encouraging a small step.

For example, you might suggest an energy audit. That way, the homeowner will know exactly what the problem areas are and make those a priority.

Or maybe the homeowner already knows that the windows lose a lot of heat. In that case, a good first step would be replacing the windows, which would save the homeowner money in heating bills and make the home more comfortable.

#4 – Reinforce the Step

Even with a small step, it could take a few conversations or communications before the homeowner is ready to do anything, and that’s okay.

You don’t want to pressure them, but you may want to reinforce the idea. Perhaps you can share another story with them, or help them do a cost-benefit analysis. In my example, if you showed them how much money they’d save by replacing windows and mention being thrifty, that could motivate them to move forward.

#5 – Repeat the Cycle

After the homeowner has taken one step towards making their home more energy-efficient, you can take the next step. Perhaps they need to do more to weatherize the house, but maybe the next step is looking at different heating systems such as heat pumps.

Whatever it is, remember to still use stories as a way to connect, and not to move too fast. Of course, if the homeowner expresses an interest in moving more quickly, that’s fine, but don’t rush them just for the sake of getting another sale. You’ll do much better over the long term to go slowly, and they’ll be more likely to come around to the idea of alternate fuel types and renewable energy sources.

Small Steps Will Get You There

When you’re talking to someone about the product or service you offer, it’s easy to be enthusiastic and to want the other person to share your enthusiasm. Maybe they will, but either way, it’s best to start with the small step of making a connection.

Then, depending on the person’s interest, you can decide where to go. Just remember that you don’t have to cover everything at once, and in many cases, it’s best not to. Small steps will get you there, and by moving a little more slowly, you’ll have a better chance of forming a lasting relationship.