The Invisible Game: The Secrets and The Science of Winning Minds and Winning Deals by Kai-Markus Mueller & Gabriele Rehbock

Author:Kai-Markus Mueller & Gabriele Rehbock [Mueller, Kai-Markus & Rehbock, Gabriele]
Language: eng
Format: epub
ISBN: 9781394153008
Publisher: Wiley
Published: 2023-01-04T00:00:00+00:00

Step 2: Exposure means practising in a structured, progressive way

To provide structure and a clear path to progress, the ZRM method defines A, B, and C situations for practising the new intentional behaviours you want to programme. To avoid confusion with business uses of A-B-C, such as for customer segmentations, we will describe these situations instead as low risk, medium risk, and high risk.

In Figure 9.2 we look at the Dominant Response Matrix again, but from the perspective of your personal challenges and their impact on you personally. What are some events or situations that you would imagine taking place in the lower left?

These low-risk situations are simple, low stress, and low stakes opportunities for you to practise a new intentional behaviour, such as the act of saying ‘no’. One common low-risk situation for many people is routine shopping. The next time you go to a new shop and the person at the counter asks you to join their loyalty programme or sign up for their store credit card, you decline – with a clear ‘No, thank you.’ It is important that you hear yourself utter the word and offer no embellishment, excuses, or apologies for your ‘No!’ The ‘no’ needs to stand on its own, without qualification.

Medium-risk situations warrant more preparation because they should take place in a business context rather than a private one. In the Dominant Response Matrix, these situations are in the middle band, where the stress, scrutiny, complexity, and/or impact have increased. Offer a ‘no’ in a somewhat more complex situation, but where the stakes are still not overwhelming or threatening. Then allow your System 2 to take over and view the issue at hand logically, critically, and systematically. You may find yourself declining a customer request in an area not directly related to price. You might turn down a request for special services, shorter delivery time, additional free samples, or the waiving of delivery fees or other surcharges.

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