Here’s something to ponder, if you notice what people are going to say, you can do worse than keeping an eye on what they are about to do. This will give you a much more accurate level of prediction about their next move.
Buying decisions are made under different levels of emotional discomfort. Many corporate decisions are decided-upon with the help of group think, so the level of emotional discomfort isn’t that great, but that is dependent on the level of need or the current state of flux a particular problem is causing. Knowing information like this is quite helpful, knowing why people make specific decisions can change how you communicate.
Studies have shown that when people process information, they develop unconscious strategies or biases, that make their decisions easier and palatable. New research is revealing how these biases affect people when they’re dealing with lots of information and little time to consciously focus. This applies to all of us in all decision making situations, regardless of training or knowledge on the subject.
Here’s 9 unconscious strategies that you can use as sales-persuasion hacks:
Missing testimony – Missing, relevant information is not properly considered. People don’t think of the part of the story you don’t tell them. They only think about what the parts of the story you emphasised.
Availability – Current and up-to-date information that is relevant and verifiable. Think Newspapers, Magazines, Twitter etc. If the information is old, it’s lost value.
Assiduous information – Information once deemed relevant continues to influence even after it has been discredited. Once you tell someone something, it’s what they will remember, if anything. Saying later that you might have been wrong or that someone else was wrong, simply doesn’t matter.
Reduplication – People give more credence to persistent information, even if the data came from the same source. If people start to hear the same thing over and over again then it must be true.
Causal Relationships – A equals B or A causes B. You see this one spring into life whenever someone has been perceived to have received a lucky break, other’s will want an aspect of the tools used or take possession of a relic in order to replicate that lucky outcome.
Definiteness – We see this one played out during election time. Statistics from a small sample convince people which way the election will be played. This bias is also true for story-telling and actions with low percentage success rates even though ample evidence to counter those claims exist.
Vividity – When people discern information directly, it has greater impact than information they receive secondhand, even if the secondhand information has more substance.
Superficial parity – Keywords or words that highlight a red-flag for whatever reason heighten our sensitivity to accept what is being told as being true. For example, people believe that Christianity and Judaism share the same belief structures because they both preach peace, another example would be a teenager screaming ‘I am not the same as you’ at her parents even though she shares half of each parents genes.
Sensationalist Recourse – Items containing hyperbolical claims or lour influence a decision-maker even when there is no substance to the content.