Often people are so busy focusing on behaviour that they don't like that they have never even considered the alternative - much less trained an alternative.
In our questionnaire for new clients we ask the following question:
What would you most like to get out of training classes?
The response to this question is almost always:
"‘An Obedient Dog"
"To stop my dog Jumping Up" (or Barking, Digging, Escaping etc)