Progressive overload: so if you're doing 35lbs x 10 reps = 350 lbs of weight moved. In order to move past this plateau, you need to move more weight period. For example, if you were to simply change routine to 40 lbs x 9 reps, that = 360 lbs of weight moved. Obviously this is a small increase, but it's crucial to continue to move increase these numbers in order to break plateau, and reach your goals.