Persuasion for Presales

Persuasion For

Presales.

Stefano Picozzi blog.emergitect.com

Decision Making

Vulcan Decision Service Facts Decision

Earthling Decision Service

Cogni8ve Biases

T h i n k i n g S l o w Reflec7ve System System 2 Deliberate, effor?ul

Thinking Fast Reflexive System System 1 Intui7ve, Impulsive

Informa8on

Influence

Raw Data

Context

Decision

Energy Levels

Memory

Fallacies

Sex & Food

Unknown

Heuris8cs

Rela8onal Frames

Emo8ons

Values

AHen8on

Transform

FMO Presales

dispari7es in es7mates when an iden7cal problem is presented in a different way. Framing Effect

Heuris8c •  Refers to experience-‐based techniques for problem solving, learning, and discovery. Heuris7c methods are used to speed up the process of finding a sa7sfactory solu7on, where an exhaus7ve search is imprac7cal.

•  Examples of this method include using “rule of thumb", an educated guess, an intui7ve judgment, or common sense.

•  In more precise terms, heuris7cs are strategies using readily accessible, though loosely applicable, informa7on to control problem solving

Reciproca8on Consistency

Social Proof Liking

Authority Scarcity

Weapons of Influence

Reciproca8on

•  The rule says that we should try to repay, in kind, what another person has provided us. If a woman does us a favor, we should do her one in return.

•  We are obliged to the future repayment of favors, gifts, invitations, and the like.

Swapping Christmas Cards with ForgoHen Friends

Human Decision Service

Coopera7on Bias

Informa8on

Reciprocity

Decision

You helped me build the business plan for my ESB project therefore I will help you by delivering a case study at the Power Lunch.

Examples •  Cooperation bias

–  “tit-for-tat” based on the evolved capacity for reciprocal altruism, which enables the social exchange of favors and goods among unrelated conspecifics

•  LinkedIn endorsement •  Unprompted disclosure of a weakness

Consistency

•  It is quite simply our nearly obsessive desire to be (and appear) consistent with what we have already done.

•  Those pressures will cause us to respond in ways that justify our earlier decision.

Expecta8on of Victory Improves Once You’ve Wagered

Confirma7on Bias

Informa8on

Consistency

Decision

I chose your products before therefore I will consider this new product as well.

Examples

•  Confirmation bias –  the bias to seek out opinions and facts that support our own beliefs and hypotheses.

•  Written testimonial

Social Proof

•  One means that we use to determine what is correct is to find out what other people think is correct.

•  We view a behavior as more correct in a given situation to the degree that we see others performing it.

SiPng During The Standing Ova8on

Groupthink

Informa8on

Social Valida7on

Decision

My CIOs colleagues seem to be geXng into this open-‐source thing, so I will to.

Examples

•  Groupthink –  the pressure to irra7onally agree with others in strong team-‐based cultures.

•  JBUG

Liking

•  As a rule, we most prefer to say yes to the requests of someone we know and like.

•  We automatically assign to good-looking individuals such favorable traits as talent, kindness, honesty, and intelligence.

The SoQ Hard Sell of The Tupperware Party

Affect Heuris7c

Informa8on

Liking

Decision

You seem like a nice bloke, so, OK, let’s do that mee7ng to discuss the new BPM project.

Examples

•  Representativeness –  "like goes with like", the tendency to blindly classify objects based on surface similarity.

•  Affect Heuristic –  has7ly judging objects or people by an immediate feeling of "goodness" or "badness".

•  F O R D •  Mimicking

Authority

•  A deep-seated sense of duty to authority within us all.

•  A multilayered and widely accepted system of authority confers an immense advantage upon a society.

The Millgram Experiment Teacher Sends Fatal Electric Shock

Authority Bias

Informa8on

Authority

Decision

You appear to know what you are talking about so I believe what you say about your product.

Examples

•  Authority Bias –  A tendency to give extremely important weight to

the opinions of people in authority •  Appeal to Authority

–  Where something is deeded to be true just because of the person asserting it.

•  Credentials

Scarcity

•  That opportunities seem more valuable to us when their availability is limited.

•  Idea of potential loss play’s a large role in human decision making.

Last Chance to Jump To The Front of The Queue

Scarcity Heuris7c

Informa8on

Scarcity

Decision

“This is a rare an opportunity to meet our CTO who rarely visits Australia”. OK, then, lets do that execu7ve level mee7ng.

Examples

•  Scarcity Heuristic – A mental shortcut that places a value on

an item based on how easily it might be lost, especially to competitors

•  Limited spaces, seats filling fast

Cogni8ve Biases

T h i n k i n g S l o w Reflec7ve System System 2 Deliberate, effor?ul

Thinking Fast Reflexive System System 1 Intui7ve, Impulsive

Informa8on

Influence

Raw Data

Context

Decision

Energy Levels

Memory

Fallacies

Sex & Food

Unknown

Heuris8cs

Rela8onal Frames

Emo8ons

Values

Read •  Chance, P. (2006). First Course in Applied Behavior Analysis (p.

483). Waveland Pr Inc. Cialdini, R. B. (2001). The Science of Persuasion. Scien7fic American, (February), 76–81.

•  Kahneman, D. (2011). Thinking, Fast and Slow (1st ed., p. 511). Farrar, Straus and Giroux.

•  Pink, D. H. (2011). Drive: The Surprising Truth About What Mo7vates Us (p. 272). Riverhead Books.

•  Richard H Thaler, C. R. S. (2012). Nudge: Improving Decisions About Health, Wealth and Happiness (p. 294). Penguin Group(CA).

•  Rock, D. (2008). SCARF : a brain-‐based model for collabora7ng with and influencing others. NeuroLeadershipJOURNAL, (1).

The end.

Persuasion for Presales

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