Human beings are full of contradictions.
In the morning, I want a small salad for my lunch, and BAM. 3 hours later, I'm eating a pizza.
Did you know that there are about 250 cognitive biases!
Some affectour perception of things (we don't see everything). Others disrupt our memory by selecting our memories. Others lead us to make bad decisions, and finally the most annoying ones go as far as to generating total illusions in our minds.
As a reminder, a cognitive bias is "a deviation in the cognitive processing of information. This term refers to a systematic deviation of logical and rational thinking from reality. These biases lead the subject to assign different importance to facts of the same nature.
Yes, a hard blow to humanity.
Between your "perception of reality", and "intrinsic reality" (as it really exists), the difference is huge - and much more than you think.
You can see where I'm going with this: the impact on any business is colossal.
As each sale is a series of decisions, it is all about psychology. On both the buyer and the seller side, a multitude of biases interfere with your understanding of needs. The result: some "easy" sales don't happen - and some "impossible" sales, against all odds, do!
However, by being aware of these biases, they can be countered.
Forget Cartesian thinking and all those economists who assume that human beings are governed by reason. Today, here are 3 psychological biases that deceive sales representatives, and how you can outsmart them?
"Confirmation bias refers to the biasof favoring information that confirms one's preconceptions (without regard to the veracity of this information) and to giving less weight to hypotheses that work against one's conceptions.
As a result, we selectively sort through each piece of information we receive and interpret it in a biased way. This is what we call "pulling reality" to ourselves.
Consequences for your sales:
We unconsciously seek to validate our preconceived ideas about a market, a prospect or a problem, instead of listening to what the prospect is really saying and relying on facts.
"The curse of knowledge refers to the difficulty, when we have acquired a skill, knowledge in a particular field, to put ourselves in the shoes of someone who does not have this knowledge."
A scholar, an expert, a salesman... often has a hard time putting themselves in the shoes of the uninformed, compared to a novice. These "knowers" have a poor understanding of how the "ignorant" can react or respond. They have difficulty understanding non-experts, and thus rallying them to their cause.
Consequences for your sales:
We know our products and services inside out, but we tend to forget that our prospects do not! We then fail to explain these obvious things and we find ourselves facing embarrassing misunderstandings:
Imagine selling your solution to your grandmother.
"Anchoring refers to the difficulty of detaching from a first impression. In the case of a contact with a person, the subject will be strongly influenced by the first impression, negative or positive. In the case of a negative reaction, it will be more difficult to have a positive feeling towards this person later on."
Your interviewer will form their opinion of you in the first few seconds. At this point, you must set the tone. The question then arises:
What image do you want to project?
This bias takes place in the mind of your interlocutor, so you can't neutralize it. However, you can take it into account! To do this, be clear about the image you want to project. Identify what you are doing today, and adjust your presentation in accordance with this image.
And to understand what you are doing today, there are 2 methods:
Also, don't hesitate to watch the first few seconds of other sales representatives' meetings. How do they do it? How do they introduce themselves? What do they do differently?
Identify these elements, adapt them to your liking, and move forward ;)
Learn to take a step back from yourself. Record yourself, and open a new eye to your own performance. By asking your colleagues for feedback, you will gain a new perspective that will complete your picture of reality.
This is also what allows you to progress twice as fast as others.
I will conclude with a little known story, the story of the 2 woodcutters:
Woodcutter A cuts wood all day. Woodcutter B takes frequent breaks and sits down.
At the end of the day, Woodcutter B has cut 3 times more wood than Woodcutter A.
Woodcutter A exclaims, "How can that be? You spent your day resting!"
Woodcutter B replies, "I wasn't resting, I was sharpening my saw."
That says it all. If your sales pitch is your saw, then re-listening quickly becomes the best sharpener ;)