Most of us like to believe that we make decisions based on facts. However, our brains are constantly taking shortcuts. You see it in sales all the time. A rep hears an excited comment and suddenly thinks the deal is done. Or a prospect reads a good review and decides a product is perfect. This shows up everywhere, from experienced sales reps to marketing leaders.
Paralect’s Igor Krasnik says our brains are wired with numerous cognitive biases. When we tap into these biases, we can create more compelling experiences for prospects. In this issue of PromoPro Daily, we share Krasnik’s thoughts on some common mental shortcuts that impact people’s decision-making processes, and how to apply them in your sales strategy.
- Social proof bias. This common cognitive bias is the tendency for people to follow the actions of others, especially those within their social group. Krasnik says you can leverage it by spotlighting testimonials on your website and marketing materials. You could also create detailed case studies relevant to your target audience.
- Narrow framing effect. Different people reach different conclusions from the same information depending on how it’s presented. That’s why a carefully crafted message is so important. Krasnik recommends testing different pitches and landing pages with various customer segments. Optimize your messages with A/B testing and experiment with different ways of framing your promo solution.
- Confirmation bias. People tend to search for, interpret and recall information in a way that confirms their preexisting beliefs. To leverage it, Krasnick advises providing information that supports your prospects’ current perspectives. Use language and imagery that align with their worldviews.
- Anchoring effect. People rely heavily on the first piece of information they receive. This is why first impressions matter so much. This initial “anchor” influences future decisions. Krasnick suggests carefully considering the order in which you present information, especially when you’re talking about budget.
- Recency effect. First impressions matter and so do last impressions. This cognitive bias underscores the importance of crafting strong endings in your content and user experiences. It’s a good idea, Krasnick says, to place key information at the beginning and end of your content. And remember to always end your conversations and interactions on a high note.
Cognitive biases, like the tendency to rely on the first piece of information we receive, shape more of the customer journey than you might realize. When you begin to understand these biases, you can make your message land faster and create an experience that guides prospects where they’re already inclined to go.
Compiled by Audrey Sellers
Source: Igor Krasnik is the CMO at Paralect, which provides development services for startups.
