In January, 1997, I went to Phoenix, AZ to evaluate Integrity Selling®. What I saw and learned there changed my life forever! Ron Willingham, the author of Integrity Selling®, showed me how to help people change their behavior in a simple, straight-forward methodology that has proven successful for more than 40 years. Here is some of what I have learned from Ron:

• People don't necessarily act according to what they know intellectually.
  
• People act on what feels comfortable, what is habitual.
  
• Learning a new way to sell or new ideas about serving clients creates conflict when we try to change. Under this pressure, we revert to old habits.
  

The Integrity Solutions behavior change process really works! We have to change something inside people, especially in work that has our employees dealing with unpredictable people every day. When problems come up, our emotions overcome our logic almost every time. So how does the Integrity Solutions® method work? Value-based content, which focuses on the client/customer needs, not just products. A totally positive, therefore safe, learning environment. Accountability over a period of time that exceeds four weeks. Resources and tools that the manager can use to continue the growth process.