People are motivated to move toward pleasure and away from pain. Of the two driving tendencies, most people have been imprinted to move away from pain more than moving toward pleasure. Imagine that you are in sales for just a moment. This developed very thick and powerful behavioral tendency which many other behavioral tendencies are attached to. A smaller number of your customer's parents regularly motivated them as children by offering rewards for good behavior.
Most parents use threats of punishment in order to gain compliance.
Your customer continues to want to do anything he can to avoid pain. If that means complying with you, that is what he will do. The Amway Corporation has built one of the largest privately held corporations in the world by pulling the mind strings of those with an entrepreneurial spirit and focusing on the pleasure end of the pain pleasure metaprogram. They help their distributor's build dreams and create vivid and lush futures. They move their distributors toward pleasure, as a rule of thumb.