Mastering Fitness

Lance Goyke

Personal Trainer, Fitness Educator, and Web Developer

Become a fitness master

Programs, books, and more to come

Page 23 of 28

Don’t Let Your Squat Suck

I was at the gym the other day and I saw one of our clients, Ben, performing some front squats incorrectly. I decided to turn the camera on to show you guys how I might troubleshoot a problem like this. Watch the video below to see what I’m talking about. (If the words are in the way, turn of the subtitles by hitting the “CC” button in the player.)

Why Should I Bother Fixing This?

There are four types of forces that our joints experience:

  1. Tensile
  2. Compressive
  3. Shear
  4. Bending
loads

Tensile (b) is like what your shoulder feels when you hang from a bar. This is a lengthening force.

Compressive (c) is like what all your joints do when you brace for a heavy squat. This is the method that we use to stabilize ourselves.

Shear (d) is like when a running back performs a cut, but someone dives on his ankle. The lower leg is directed inward while the upper leg is moving out.

Bending (e) is like when an MMA fighter receives a leg kick in the middle of the shin.

So given this, teacher Lance has two questions for you:

  1. What kind of force would be the most detrimental at a joint like the knee?
  2. What kind of force is vastly increased when you collapse inward on a squat?

The answer for both is the same: shear force.

Lots of my coaching has the same objective: minimize the shear forces to increase longevity. I’d much rather have compression over shear because then the bones can help out – they are really good at handling compression. What handles shear? Ligaments and other soft tissue in the joint. Too much shear at the knee and these tissues blow out. How many people do you know with an ACL or MCL injury?

Keep in mind that a little bit of shear if I’m testing the amount a joint moves (known as “joint play”) is not nearly the same as when the running back we talked about earlier gets his lower leg pushed in. The latter is much more severe because in addition to the external shear force (a force from outside his body) there is also a ton of compression on the knee joint from the body’s weight, momentum, and from contracting muscles. Combining the two is what exacerbates the problem: the joints are not as congruent AND they have to deal with a bunch of other crap.

But I may not always cue the knee position first. It depends on the person.

The Individuality Principle

One of the first things that you learn in Exercise Science courses is that everyone is different. It’s hard to generalize findings across a population, so you have to get really good at observation. Each rep performed is an experiment that you must evaluate to draw a conclusion. You’re doing research in your head. This research differs from publications like Nature and Pain in that it is anecdotal evidence and results from amassing many n=1 case studies—and you didn’t need to spend a day going through IRB training. As you collect more data (i.e. experience), you get more confident that what you’re finding isn’t an anomaly. As I’ve learned from watching a countless number of people squat, there are six schemas in my mind in which I will place a client before I decide what my cues will be. These schemas make selecting cues nearly subconscious (my basal ganglia and I are reinforcing a habit), which allows me to focus on my interpersonal demeanor (which is arguably more important anyways).

  1. Females with prior knee injury
  2. Males with prior knee injury
  3. Female athletes
  4. Male athletes
  5. Children
  6. Everyone else

I want perfect knee position in everyone with whom I work. I would, however, triage each person a little differently depending on how they present and which group from above they fall under. Each of these groups elicits a different level of my concern for their knees. I’m not as wary of a non-athlete-but-still-athletic male hurting his knees during our time together as I am when I’m working with a middle-aged female who’s already had a total knee replacement. Let me explain why I make each distinction.

Prior Knee Injury vs. No Injury History

The brain changes itself with experience. This allows you to be better at the things you do more often. The plastic nature of this wonderful machine (called neuroplasticity) is what helps stroke patients recover function after their injury. It allows everyday people to become more athletic. It allows Leonardo da Vinci to dabble in everything. Your brain has a map of function similar to a topographical map. The peaks and valleys correspond to bigger or smaller reactions to stimulation.

Topographic map of Israel

During my internship in Indiana University’s Motor Control Lab, we had a project where we stimulated certain areas of the brain and measured the output in the hands. This gave us an initial map or the cortex. Then the subjects went and texted on their phones for a few minutes and were mapped again immediately after.

There are two points I’d like to make:

  1. If you don’t text at all, that area of your brain looks like flatlands and doesn’t change much after you introduce this novel stimulus. This is akin to the light colors on the map above.
  2. If you text a lot, that area of your brain is mountainous. You have more dark red areas.

So we could visualize the brain’s adaptation to a stimulus (texting) over the long-term by measuring how proficient you were at texting and the short-term by measuring the change in your cortical map after a trial. This demonstrates the plastic nature of the brain.

Needless to say, plasticity is a broad topic that I’ve oversimplified, but it is important to note that it doesn’t always work to our advantage.

Think about your daily habits. If you have ice cream every night, it gets easier and easier to have ice cream at night as those pathways become reinforced.

The same goes for people who have injured their knee(s). After an injury, the structural damage can heal, but pain may still persist because those pathways associated with the pain are still there. I can’t know what caused the injury or if there is still structural damage, but I do know that noxious signals (nociception) are neither necessary nor sufficient for pain. I need to empathize with my client so that I can understand how someone’s brain views its body. Nothing they feel is fake, but feelings between people are difficult to normalize.

It becomes easier and easier for those knees to hurt as the nervous system becomes more sensitive. If this is you, you could have less room for error when performing an exercise.

People with prior injury are psych patients.

I know it sounds wishy-washy, but the reality is that it’s not the same for any two people. This is just a red flag that I must be cognizant of as a coach. Experience tremendously shapes how you see each person.

If you want more, the following abstract from Moseley 2003 offers a great scientific summary of this. When he says “neuromatrix”, what he is talking about is the group of nerve cells that fire when pain signals need to be sent.

This paper presents an approach to rehabilitation of pain patients. The fundamental principles of the approach are (i) pain is an output of the brain that is produced whenever the brain concludes that body tissue is in danger and action is required, and (ii) pain is a multisystem output that is produced when an individual-specific cortical pain neuromatrix is activated. When pain becomes chronic, the efficacy of the pain neuromatrix is strengthened via nociceptive and non-nociceptive mechanisms, which means that less input, both nociceptive and non-nociceptive, is required to produce pain. The clinical approach focuses on decreasing all inputs that imply that body tissue is in danger and then on activating components of the pain neuromatrix without activating its output. Rehabilitation progresses to increase exposure to threatening input across sensory and non-sensory domains.

If you want to delve further into the topic of pain science, look up G. Lorimer Moseley on the internet. This DVD is fantastic and even comes with a list of references for you to find and read.

Females vs. Males

Gender is the next thing I process. Structurally, the two sexes are quite different, especially when it comes to the hips and knees, but also with hormonal make up.

The hormones, which fluctuate all the time, can also predispose a woman to winding up in an extension-based stabilization pattern because progesterone speeds up respiration. Suffice to say that this is undesirable. Women also tend to be more loosey-goosey from these hormones and the social stigma that they should be more flexible than men.

There isn’t a whole lot we can do about the hormones, at least in the short-term, and it doesn’t change the fact that I still need to clean up the movement, so let’s bring our focus back on the biomechanics.

The upper leg bone angles inward from the hip to meet the knee. The angle of the upper leg bone to the lower leg bone forms what is known as the Q angle.

Q angle

Since women have wider hips that are more suitable for child-bearing than male hips, the upper leg bone starts further out and this Q angle gets bigger. This is normal, but it also predisposes women to a type of shear stress called valgus stress. As we talked about before, more shear means more bad.

Again, this doesn’t mean anything on its own, but you need to be aware.

Athletes vs. Non-Athletes

Why do I care if you’re an athlete? Athletes are constantly pushing themselves to the limit. I want my athletes to choose the right movement strategy whenever possible. I don’t want them to blow out a knee without anyone around them (in sniper fashion). I need to make sure they are reinforcing the safest positions possible in the gym. Gradual exposure to these safe positions makes their brain used to finding this pattern and gives them the ability to access it subconsciously. Remember plasticity and habits?

Said another way, I will cue proper knee position because I want athletes to have sufficient variability to adapt to the demands imposed upon them. I want them to be antifragile. Open environment sports are games where the outcome is determined by more than just your personal performance. These sports require you to react to the changing environment – avoid the other team’s defenders and neutralize their attackers. Different athletes need different levels of variability, but if you consider our running back again you realize he needs to have many different movements available to him to avoid being tackled. If he can’t turn left as well as he can turn right, then the smartest opponents will force him to turn left every play.

If you’re an athlete who plays a closed environment sport, then you need less variability to perform your sport. A powerlifter doesn’t need as much variability as a football player.

Children vs. Adults

The last distinction I make is whether or not the person I’m training is fully developed or not. Children are more resilient, yes, but they are also more susceptible to change.

Wolff’s law says that bones will remodel themselves based on what type of stresses they encounter. This law suggests you can view Osgood-Schlatter disease as a results of overuse rather than something you were destined to develop, but remember that both genes and environment play a role.

Training kids is all about development. I want them to learn how to deal with all types of forces (remember that neuroplasticity from above), but if I’m going to give them any sort of load in the gym, those knees best be in the right position.

Remember rule #1: do no harm.

How Can I Tell if My Knees Are in the Correct Position?

So I’ve been talking about all this position stuff and you’re thinking, “Uhh… I had an ACL injury. Do I need help?”

I gloss over it quickly in the video above, but what you need to look for is the knee’s relationship with the hip and foot. If you draw a straight line from the hip to the foot and it intersects the middle of the knee, then you’re golden, Ponyboy.

If the knee falls in or out of that line, then it’s worth fixing.

Different possible knee positions during a squat

After you look at the picture above, go back up and watch the video again. Can you see what I’m talking about in Ben? With valgus, you’ll see the arches of the feet collapse (like in the video). With varus, you’ll see a rolling on the outside of the foot.

Okay, My Knees Suck. How do I Fix It?

The simplest way to fix it is to think “turn the knees out”. This, however, doesn’t always get you what you want. Sometimes a better cue is “open the hips”, and you’ll see in the video that I use a combination of these two for Ben.

My favorite cue, however, for fixing hip, knee, and foot alignment is an all-encompassing one. Imagine you’re standing on a towel, then spread your feet like you’re trying to stretch the towel apart. If I’m working with someone, I’ll first explain the cue like I just did with you, then make it so that I can just say, “Spread the floor,” during a set and they know what I’m talking about. This cue is so great because it accounts for the hips shifting, the knees rolling in or out, and the foot’s contact with the ground. If you want to be stronger instantly, you need to try this cue.

My experience is that usually the hip is driving the knees and feet inward, but sometimes the feet are behind the proverbial wheel. If either of these cues don’t work, I would attack the feet next. Cue their foot into the right position and make sure they are in appropriate footwear. Below is a video on each of these two subjects

Tripod Foot.mov

What to Look for When Buying New Shoes

If all of these cues have failed, squats are the wrong exercise for you. Choose a better one or hire a trainer to do it for you.

Summary

Here is a list of things to do to start cleaning up your squat:

  1. Take a video of yourself squatting with a view from the front or the back (side views won’t work). Do a couple reps.
  2. Look at your position at the bottom of the squat (knee instability is more pronounced at the bottom). Are your knees inline with your hips and toes?
  3. Spread the floor.
  4. Re-evaluate to see if it worked. If it didn’t, change up your plan.

This is basic biomechanics that I wish were common knowledge, not just among trainers but everyone. If you have a friend who had knee surgery (or is a woman), help them out and share this article with them.

What questions do you have? Leave them in the comments below.

Quick Video on Improving Your Squat

Hey guys!

It’s been a crazy few weeks in Indy! Tons of new assessments coming through IFAST that I’ve been handling and I start filling in as the front desk girl this morning. I wanted to get something out for you guys, so I figured I would share a short video I shot on improving your squat. There will be a long post that details this process better sometime next week, so stay tuned and send me an email if you want to get on the reminder list. This thing is turning out to be a 2000 word monster.

Without further ado, check it out below!

Book Review: The Power of Habit by Charles Duhigg

Rationale for reading: Hope to improve my ability to keep clients accountable. Recommendation from Zach Moore.

Book summary: Habits are initiated with a cue and reinforced with a reward. If you understand how habits are made, then you can adjust your behavior. Find the cue and reward for your habit, then change the routine.

Review summary: I initially listened to this book, and it was so good I picked up a hard copy as well. There are a lot of pieces of the book that I left out of this review. There are some great stories, especially the chapter about Target and the chapter about the gambler vs. the widower. Very user-friendly book with a plethora of citations in the back. Highly recommended.

Suggested audience: Anyone who interacts with people, especially if you coach them to change their habits.

 

Stuck in My Ways

In the past, every time I got hungry while I was at home, I would make some food and go lay down to watch TV while eating. This severely ate up my productivity (pun intended because I like them).

I could be on a mission to get things done. Wake up at 6AM, go downstairs and power through a book for hours. Maybe noon hits: “I need to refuel.”

Go eat: “Man that show is good. I better watch another.” And another. And another…

It’s hard to get out of a habit.

But once I recognized what was putting me into this loop, I was able to change. Now I can eat and go back to working. Charles Duhigg explains the process well in “The Power of Habit“, and I’m going to outline some key points for you.

 

How Habits Work

The habit loop

I talked about this a little in a post the other day over on the IFAST website, but habits work in a cycle of mostly predictable steps. A cue tells you to do something, then you are rewarded. The more you do this, the more ingrained it becomes.

How does it get stored? Well one of the older parts of our brain, the basal ganglia, takes care of that. Storing habits is easy to take for granted because they become innate – you just do them – but consider what would happen if you had to think every single time you did every single thing.

When you’re first learning to drive, you step in, adjust the seat, adjust the steering column, look to see where the lights are, look to see where the windshield wipers are, remember to press the brake before coming out of park, move your transmission because you accidentally shifted into neutral instead of reverse, completely stop at stop signs to make sure nobody is coming (hopefully you still do that), and stay in the right lane.

Now when you’re driving you jump in, start going as you’re closing the door, “slow down – look – we’re good” when you turn, lean your seat way back, loosen your grip on the steering wheel, listen to music, put on your makeup, eat a sandwich, and yell at the kids… all at the same time.

If every decision and observation we made was conscious, we would be less productive and easily overwhelmed. Our basal ganglia helps with that.

Thanks little guy!

People with a damaged basal ganglia get locked up when they try to do simple tasks like choosing a path for their morning walk or ordering lunch at a restaurant. They can’t read body language because they aren’t quite sure what they should focus on.

A caveat, however, is that the basal ganglia can’t distinguish between helpful and harmful habits. If you repeat it, it shall stick. But if you learn to observe the cues that trigger your behaviors and the rewards you receive – the driving force – you can begin to change habits.

Cue —> Routine —> Reward. Simple enough.

But that’s not the whole story.

 

How to Create New Habits

A cue and a reward are not enough to make a habit stick. Your brain also needs to crave that reward.

In exercise, the best example are people who start running. Usually they start on a whim because exercise is supposed to be good for you, but they continue because they crave that “runner’s high”. They like the way they feel and the person they become when their body releases endorphins (happy hormones). After a while, they start to anticipate this feeling and their brain gets excited. It gets easier and easier for them to reinforce this habit.

But what happens when they get stuck at work and can’t go for their run? They get irritable. (Though they would get less irritable than someone who’s routine is going for a smoke.)

If you want to create a habit, create a craving.

 

Why Transformation Occurs

The golden rule of habit change: You can’t extinguish a bad habit, you can only change it.

No amount of will can take away that pattern in your brain, but you can build over it. Use the same cue and reward to take advantage of the pattern you’ve built, but change the routine.

Lets set up an example.

  • Cue: Seeing a jelly donut.
  • Routine: Eating a jelly donut.
  • Reward: Sugar high.

Soon enough, seeing a jelly donut creates a craving for a sugar high.

What if when you got a craving for sweets, you first ate an apple? You may still have the sweets after, at least initially, but you’ve begun building a new habit. Physiologically, the sugar in the fruit mitigates your body’s desire for blood glucose – i.e. your blood sugar still elevates, but to a level that is less detrimental to your health and body composition goals. The next step would be to have a handful of veggies when you get a craving for sweets. Then maybe fruit if you need it. You still increase blood sugar and you still feel good after, but you don’t need as much as you did before. You’ve then used a habit to please your pancreas and fight off type II diabetes mellitus.

So replace the routine. Okay. That’s easy.

But that’s not it.

You have to take into consideration why you’re craving your reward in the first place. Consider people who unleash their inner alcoholic when a relative dies. You can replace drinking with a new routine, but when they’re next relative dies, relapse is inevitable. They NEED alcohol to medicate them because otherwise they can’t deal with the stress. Or, more specifically, they FEEL they need to be medicated.

But when an alcoholic goes to Alcoholics Anonymous, they see other people. They hear their stories. They think, “I’m just like this guy… and it worked for him. Maybe it can work for me.”

You need to instill the belief that change is possible. If you’re my client, I’m not going to let you assume you have to stay unhealthy. I’m going to find the bright spots and show you that change is possible.

 

Actionable Steps

Take out a piece of paper.

Choose a habit you want to change. Why do you want to change it? When does it happen? What is the cue that sparks this behavior? What reward do you crave? Write those down.

Draw out your own habit loop. A cue triggers a habit which leads to a reward which reinforces the loop.

Now what is going to be your replacement habit? Make sure it still gives you the reward you crave.

Draw your new habit loop. Make it bigger than the last one.

Do you believe you can change this habit? Why or why not? If alcoholics and gamblers can change, why can’t you?

What do you do around the time that you succumb to your bad habit? Is it at the end of the day when you’ve used up all of your willpower (see p. 137 in the book or this whole other book)? How can you avoid that moment of weakness?

You’ve got a great place to start from. Go make change.


This book is a staple in anyone’s library. Tell me your plan for habit change in the comments below.

P.S. Who do you know that wants to change a habit? Do me a favor and send this to them.

Book Review: Switch by Chip Heath and Dan Heath

Rationale for reading: Hope to improve my ability to keep clients accountable. Recommendation from Zach Moore.

Book summary: In order to make change happen, you must direct the rider, motivate the elephant, and shape the path. In not-shorthand language, that means you need to appeal to logic, emotion, and the environment.

Review summary: Great read with great information that has formed my framework for behavior change.

Suggested audience: Anyone who interacts with people, especially if you coach them to change their habits.

 

Intro

If you’ve been reading these past few reviews (one and two), you know by now that Operation Interpersonal Intelligence is in full effect over here at LanceGoyke.com. I read Made to Stick by the Heath brothers years ago and it was one of the best books I’ve read. Their writing is simple, direct, and fun.  Switch gives Made to Stick a run for its money.

You don’t need to be a PhD to be successful with changing the behavior of others. This book has given me the framework into which I can fit all of my experiences. It’s a system with three steps:

  1. Direct the Rider: give clear direction. The rider knows where we’re going.
  2. Motivate the Elephant: what looks like laziness is often exhaustion. The rider can only force you along for a short period of time. Ultimately, the elephant will do what it is emotionally inclined to do.
  3. Shape the Path: introduce the right environment for change. If backsliding is simply not an option, it won’t happen.

 

Direct the Rider

There a three pieces to providing the rider with direction. First, find the bright spots.

What would you do differently if you woke up tomorrow and magically your goal was accomplished?

Stop focusing on all the things you do wrong and start focusing on the bright spots. Focus on the solution, not the problem.

Second, script the critical moves. It’s to get crippled by some grand list of things you have to do before you die, which could be on Friday with the way your stress levels are:

  • Buy more vegetables
  • Buy healthy meat
  • Cook more vegetables
  • Find money to buy healthy meat
  • Eat more vegetables
  • Don’t go out to eat
  • Don’t have sweets
  • Don’t stay up all night
  • Don’t skip workouts

We can rephrase a few of those to be more productive – more solution focused – like we just talked about. But first we have to ask, “What is the biggest issue here?” If you try to change everything at once, you become paralyzed and make no decision.

If you, however, have never had a vegetable in your life, we start there. Week one goal: buy vegetables on Sunday and eat them on Tuesday and Friday night.

Sunday, Tuesday, and Friday are completely arbitrary, but they shed light on the fact that you must be specific. You must have a plan. Ambiguity is the enemy of change.

Third, point to the destination. Draw out a postcard of where you’ll be in three months (or six, twelve, etc.). You need a black and white goal. This quote from the book says it all:

“When you’re at the beginning, don’t obsess about the middle, because the middle is going to look different once you get there. Just look for a strong beginning and a strong ending and get moving.”

Every step does not need to be detailed, but you do need vision. Things will change and you will learn to ebb and flow. Worry about now.

 

Motivate the Elephant

To motivate the elephant, you need emotion, so find the feeling. This isn’t a problem for you because you’re reading this blog, but how do you find a feeling when someone is oblivious to the fact that they need to change? We all have positive illusions that make us think we’re more thoughtful the the average person or a better driver than the average person. How do we dispel these illusions without raining down negativity?

Create a crisis. Those famous trainers like the ones on The Biggest Loser know this. They know how to make people cry. It’s not about putting someone down, it’s about helping them.

There’s no more time for maybes. There’s now or never. And I will help you.

Positive feelings

It is so important, however, to avoid negative emotions (my feelings evidenced by my notes in the picture above). Crying because you’re ashamed of yourself is less beneficial than crying because you can see the way you want to become. I’m not going to say that shame is ineffective (I’m sure there’s research somewhere), but I would avoid it as much as possible. This is an area of further that I could afford researching further if anyone has any references to share.

Stick with positive emotions because they open you up, relax you, and give you confidence. I want you to be curious, not stubborn. Happy, not angry. Feel included, not excluded.

Next, you must shrink the change. Remember the Power of Less?

Even if you simply ask someone to drive to the gym is an acceptable goal for a certain population. Yes, that’s all they have to do. It seems remedial, but that’s a step in the right direction. They probably won’t just turn around, either, because the hard part of making the decision to go is already over.

Understand what the next action is. It’s not working out three times a week. It’s going to the gym. No, it’s having gas in the car. No, it’s getting into the car. No, it’s putting on clothes you can publicly sweat in.

Lastly, grow your people. Adopt a growth mindset. Expect failure. Welcome it. Everyone has failed. In fact, I would bet that the more successful you are, the more often you’ve failed. The key is to learn from it.

I've failed so much that once I saw success it was nothing to me but BLINDING.

 

Shape the Path

Shaping the path is all about making it easier to get to your goals and harder to backslide. Tweak the environment to aid in this. For example, if I need to get things done, I have a very specific set of things I do:

  • I go to my desk that doesn’t have electronics around it
  • I leave my phone face down or upstairs
  • I remove books from eyesight that don’t pertain to my current project
  • I put on music without comprehensible vocals (Explosions in the Sky or Sigur Ros)
  • I listen to this music with noise canceling headphones
  • I face a wall instead of a place where I can see people
  • Usually I consume caffeine
  • Any book I’m reading is propped up so it isn’t laying flat on the desk
  • I have a pen to follow words I read and write with
  • I have a highlighter or two
  • I have bookmark tabs so that I can come back to an important point I want to remember
  • I have a certain pen I use to write on these tabs
  • My feet are flat on the floor
  • I will alternate between sitting and standing
  • I start my day with resets to reposition my bones (my boss Bill Hartman has been using a mouthguard lately to do this)

Put these together and you have what I have found to be the best study environment. It’s easier to get to my goals and harder to backslide.

Now consider weight loss. If I want to stop eating ice cream, I can tweak the environment by removing all ice cream from my house. No more bored eating of desserts while I’m at home. If I go out to eat, I can remove temptation by going to a place that doesn’t have ice cream. Simple as that.

Next, you need to build habits. This is only a chapter in Switch, but Charles Duhigg wrote a whole book about it.

Find a trigger for your behavior. Mine for studying is waking up. I do it first thing in the morning. If you’re trying to eat better, maybe your trigger for cooking is going to the gym – as soon as you get home, you’re turning the stove on.

Lastly, it’s time to rally the herd. Surround yourself with like-minded people. If you’re trying to be happier, you better stop hanging out with your “friends” who put you down and complain about everything (or at least see them less). If you’re trying to be healthier, your husband better not be eating donuts every morning for breakfast in front of you. You are the product of your environment. There’s a great story about medical interns working long hours in the book and how they changed behavior in the hospital.

 

Conclusion

This is my new framework for change:

  1. Direct the Rider
    1. Follow the bright spots
    2. Script the critical moves
    3. Point to the destination
  2. Motivate the Elephant
    1. Follow the feeling
    2. Shrink the change
    3. Grow your people
  3. Shape the Path
    1. Tweak the environment
    2. Build habits
    3. Rally the herd

Change doesn’t happen overnight. Be sure to remind yourself throughout your journey of how far you’ve come. Think about the wins you’ve had, both big and small.

Change looks daunting in the beginning, but little wins make that change a little smaller every time. Inertia makes it hard to get rolling, but it also makes it easier to continue. Pick a goal, start small, and watch your success snowball.

Overall, this book is great. I highly recommend you pick up a copy and read all the stories. There’s even a great summary page at the end that I will be referencing in the future.

Anyone read it already? Leave your thoughts in the comments!

Book Review: Influence by Robert Cialdini

Rationale for reading: I have not read much on persuasion or sales. I thought this would help keep my training clientele accountable. Recommendation from Zach Moore.

Book summary: To influence others and to avoid being influenced when undesired, understand the psychological principles of reciprocation, commitment, consistency, social proof, liking, authority, and scarcity.

Review summary: I went suit shopping and saw this book unfold before my very eyes.

Suggested audience: Anyone who interacts with people, especially if you coach them to change their habits.

———-

A few days after reading this book I went shopping for a suit. Without luck at the cheap places, my friend and I went to Men’s Wearhouse to browse and were immediately accosted by an attractive sales woman. As she began talking, I saw this book unfold.

 

Reciprocation

The idea of this chapter is that if you do someone a favor, they feel obligated to reciprocate it, regardless of whether or not they even like you. Saleswoman Katie went after this right off the bat.

The conversation sounded something like…
Katie: “Hey, we have great suits. Let me show you this one.”
Lance: “Oh wow, this one is great. How much is it?”
Katie: “$800.”
Lance: “Haha, we better look at the cheaper stuff.”
Katie: “Okay, let me show you this $500 suit.”

I then proceeded to call her out on this tactic, which she performs subconsciously. It’s like it’s in her DNA.

 

Commitment and Consistency

Commitment and consistency are obtained when you have a prospect stick around for a longer duration of time. If I’ve committed more time to Katie, I will consistently come back to her for all of my suiting needs. The fact that we were there for hours is one part of it.

Another way to get commitment and consistency is by getting me to agree with anything.

She could ask if I like the $800 suit that I have on (obviously I do). She could ask if I’m enjoying my suit shopping experience. She could even ask if I am enjoying the nice weather! Getting me to commit in any way will help her chances of closing the sale.

Smile for the camera!

 

 

 

Social Proof

Social proof is fascinating to see in action. Like the time my school sent out reports that an unidentified man with a gun was on campus. One person says, “Meh, someone made it up,” and soon nobody thinks it’s a big deal. People just keep walking about. The effect snowballs.

In sales, a busy store gives social proof – especially when customers are asking her for advice. This store wasn’t particularly busy at this hour, so Katie was unable to obtain social proof in this way.

But there’s another way.

Katie, as a wardrobe consultant, values the clothes she wears. The principle of social proof suggests that we want to be like others. So in this case, when Katie talks about how she would “never wear something like that” or how I would “be the life of the party in this”, I am forced to think there must be something to her view and I start to think, “Well, if someone who dresses well thinks this would work, then I should buy this!”

 

Liking

Liking is probably the easiest and most straightforward of the principles from “Influence.”

If I like Katie, I’m more likely to buy from her. So she dresses up, makes me laugh, likes my friend, and matches my level of speech (i.e. she doesn’t swear until I start to swear). Even if what she’s asking of me is uninteresting, I might do it because she’s my friend.

Most of this factor is dependent on the individual and your ability to read them. Some people respond to playful joking, and others want you to be a professional.

 

Authority

The authority principle is what is in play when your boss asks you to do something. Or the reason you pick the guy with the doctorate over the guy with the master’s degree. With authority comes reassurance.

Katie demonstrated her authority by giving advice in a stern tone. “Don’t you ever wear this with any other set of pants. Ever. We record your address and I will hunt you down.” Her strong opinion reinforces to me that she knows what she’s talking about. Plus I feel the need to be obedient because I don’t want to let her down.

Everyone in the fitness industry is trying to have authority; there’s a sense of trust that accompanies the tagline “from a NY Times best selling author”. This says nothing about how good of a trainer he or she might actually be, but proving you’re qualified is necessary to reach customers.

 

Scarcity

Scarcity is a principle that must work well because I see it everywhere.

“Act NOW before this deal expires.”

With Katie, the sheer fact that there were only three suits in the building that fit my body displays the scarcity of the product. Finding more suits that fit me doesn’t lend well to this principle (then there’s just too many to choose from).

Katie mentioned that earlier in the day, she had a guy very close to my size come and wipe out the inventory. Later I find a suit I really like and I get worried that it will be gone if I don’t purchase immediately. However unlikely, it still could happen, and that thought weighs on a consumer’s mind.

This principle will be harder to incorporate with clientele in terms of getting them closer to their goals. Selling them on a group who’s signup period will end on a set date and who’s class size is limited will be a good way to make sure a potential client becomes an actual client. Without a signup, I cannot help someone, and buyer competition funnels in those who are more dedicated, giving us the best group possible.

 

Application

So how am I going to use these to help others accomplish their goals? Let’s break it down.

  • Reciprocation: The best avenue I see to engage reciprocity is by putting out free material. Even if it’s my best stuff. You’re going to try on a suit before you buy it, right?
  • Commitment and Consistency: If you commit to my newsletter, I know that my message is more likely to reach you. I would like as many people on this list because it allows us to form a more personal connection. The site becomes more of an environment than a billboard.
  • Social proof: I want you to know that your friends are here and they like being here. This is the reason that I want the site to be a community; communities stick together and help each other.
  • Liking: I try to be an interesting person – mostly just because then I am more happy. Not everyone will like you, but I’ll be the best me I can be!
  • Authority: Getting results and writing other places will be my next step here. Per the suggestion by an IFAST client, we may be getting shirts that say, “Lance is my boss.” If you want to get on the pre-order list, send me an email (lance@lancegoyke.com).
  • Scarcity: There’s only so much I can get done in my waking hours. If you want to ensure your spot, act now. Putting it off to tomorrow means you’ll never do it.

Understand that none of these factors were enough to make me purchase because I was not brought up as a high roller, but I could literally feel the energy in the room changing. I would have never even amused the idea of a $500 suit if left to my own devices. I would say this means Katie wants a better lead than someone like me, but it could speak to the efficacy of the principles presented in the book.

Pick up a copy of “Influence” here.

« Older posts Newer posts »

© 2024 Lance Goyke

Theme by Anders NorenUp ↑