--- title: "#FF - Fun Friday Post - Behavior Experiment" description: "How to handle, \"We've always done it that way.\"" --- # [SELLING IN THE 21ST CENTURY](https://www.rickroberge.com/) [![header-sm-linkedin-blue](https://www.rickroberge.com/hs-fs/file-465400397-png/images/header-sm-linkedin-blue.png)](http://www.linkedin.com/in/rickroberge) [![header-sm-twitter-blue](https://www.rickroberge.com/hs-fs/file-465371692-png/images/header-sm-twitter-blue.png)](https://twitter.com/RainMakerMaker) [![header-sm-google-plus-red](https://www.rickroberge.com/hs-fs/file-462412948-png/images/header-sm-google-plus-red.png)](https://plus.google.com/+RickRoberge/posts) [![header-sm-rss](https://www.rickroberge.com/hs-fs/file-480298330-png/images/header-sm-rss.png)](https://www.rickroberge.com/rss.xml) # [Science for Sales Rock Stars](https://www.rickroberge.com/) ## [#FF - Fun Friday Post - Behavior Experiment](https://www.rickroberge.com/ff-fun-friday-post-behavior-experiment) ![](https://www.rickroberge.com/hs-fs/hubfs/RR.jpg?width=35&height=35&name=RR.jpg) By [Rick Roberge](https://www.rickroberge.com/author/rick-roberge)   Feb 5, 2016, 5:30:00 AM Matt's father-in-law shared this lesson with me. You start with a cage containing four monkeys, and inside the cage you hang a banana on a string, and then you place a set of stairs under the banana. Before long a monkey will go to the stairs and climb toward the banana. You then spray ALL the monkeys with cold water. After a while, another monkey makes an attempt. As soon as he touches the stairs, you spray ALL the monkeys with cold water. Pretty soon, when another monkey tries to climb the stairs, the other monkeys will try to prevent it. Now, put away the cold water. Remove one monkey from the cage and replace it with a new monkey. The new monkey sees the banana and attempts to climb the stairs. To his shock, ALL of the other monkeys beat the crap out of him. After another attempt and attack, he knows that if he tries to climb the stairs he will be assaulted. Next, remove another of the original four monkeys, replacing it with a new monkey. The newcomer goes to the stairs and is attacked. The previous newcomer takes part in the punishment – with enthusiasm -- because he is now part of the "team." Then, replace a third original monkey with a new monkey, followed by the fourth. Every time the newest monkey takes to the stairs, he is attacked. Now, the monkeys that are beating him up have no idea why they were not permitted to climb the stairs. Neither do they know why they are participating in the beating of the newest monkey. Having replaced all of the original monkeys, none of the remaining monkeys will have ever been sprayed with cold water. Nevertheless, not one of the monkeys will try to climb the stairway for the banana. Why, you ask? Because in their minds, that is the way it has always been! ***This is how today's House and Senate operates***, and this is why, from time to time, ALL of the monkeys need to be REPLACED AT THE SAME TIME! DISCLAIMER: This is not meant to disrespect monkeys. ***OK. So the sales lesson...*** I know that this is intended as a poke at congress, but can't you see sharing the story the next time a prospect tells you that they've always done it that way? **[BTW - Tick. Tick. Tick.](https://www.rickroberge.com/life-changes-politicians-and-you)** - [Tweet](https://twitter.com/share) ### Want updates as they're published? #### Enter your email: BTW, do you have an idea or question that would make a good article? Would you like to write or co-author it? Either way, **[send me an email](mailto:therainmakermaker@gmail.com?Subject=Blog%20article/author%20idea)**. **[Rick Roberge](https://plus.google.com/116082120720832878924/posts?rel=author)** ## About this blog *This blog is for, by and about Sales Rock Stars, RainMakers, Entrepreneurs (and/or those that strive to be)* ## [Read My Articles on LinkedIn](https://www.linkedin.com/today/author/rickroberge) ## [About Rick](https://www.rickroberge.com/contact-me) **[The Original](http://therainmakermaker.com/)[RainMaker Maker Blog (pre-2012)](http://therainmakermaker.com/)** [**Remote Bookkeeping**](http://www.slcbookkeeping.com/blog/bid/116710/remote-bookkeeping-made-easy)[**Made Easy**](http://www.slcbookkeeping.com/blog/bid/116710/remote-bookkeeping-made-easy) [**Awesome Website Design**](https://www.inbounddesignstudio.com/contact/) Search RainMakers & Sales Rock Stars Search ### Subscribe to Email Updates ### Posts by Month - [November 2025 (19)](https://www.rickroberge.com/archive/2025/11) - 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