1 What people experience when there’s a change Shock Denial Anger Acceptance Experimentation Understanding Integration  THE INSTITUTE OF DIRECT MARKETING

2 What to expect from people during the journey Resistance Denial Exploration Commitment Denial Disinterest Ignore communications Change Agents invisible Conveniently forget things “Happy cabbages” Resistance Vocal negativity Communication expertly disputed Sabotage Change Agents ridiculed Public invalidation “It’s a crock of “****” Exploration Tentative adoption Affirmation fashionable Change Agents popular Requests for more information “It might work, if……..” Commitment Visible effort Vocal excitement Change Agents superfluous Self-generated improvements “What’s next?”

3 Get People to Move Through The Change Curve Faster…..How? Recognise feelings and emotions Help people have a sense of personal control Provide people with information that enables them to make decisions Build enthusiasm for the “to be” state

4 Recognising feelings and emotions Allowing people to vent, to have their say Answering questions Verbally acknowledging feelings Sharing feelings which you have experienced (it’s natural/okay to have negative/regretful ones)

5 Help people have a sense of personal control Talk about what the options are Build in options deliberately –When something happens –How something happens

6 Providing information which enables them to make decisions What information: –Why should I change? (Why now, why me?) –Can I stay the same? What are the options? –What choices do I have? How can I have some control? –What is “it” (the changed state)? –How will it benefit me? –Can it be done? –Can I do it? What happens if I make a mistake? –How can I do it? When? Who will do it with me? –What will it be like? –Will I be successful? How to get information across: –Give them facts via a credible, trusted source –Allow people to experience something for themselves –Allow people to observe others experiencing something

7 Building enthusiasm for the “to be” state Create a sensation of momentum, of being part of a big something where there’s lots happening Create a feeling of success, by reaching predicted milestones Make it fun to take part in the change Reinforce how each individual can benefit from and be successful in the “to be” state

8 As a Champion for Change: What Can You Do? Communicate Listen Role model Get feedback Have the change curve in mind throughout, as a guide to tactics