WHAT INFLUENCES HUMAN BEHAVIOR?
Transcript of WHAT INFLUENCES HUMAN BEHAVIOR?
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W H AT I N F L U E N C E S H U M A N B E H AV I O R ?
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MHI
Sales Workshop
D AV I D H O F F E L D
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W H AT I N F L U E N C E S H U M A N B E H AV I O R ?
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S C I E N T I F I C B R E A K T H R O U G H S
▪ Social Psychology
▪ Communication Theory
▪ Cognitive Psychology
▪ Social Neuroscience
▪ Cognitive Neuroscience
▪ Behavioral Economics
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Carl Sagan
“Science is more than a body
of knowledge. It is a way of
thinking.”
U N P R E C E D E N T E D O P P O R T U N I T Y : S C I E N C E - B A S E D S E L L I N G
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U N P R E C E D E N T E D O P P O R T U N I T Y : S C I E N C E - B A S E D S E L L I N G
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U N P R E C E D E N T E D O P P O R T U N I T Y : S C I E N C E - B A S E D S E L L I N G
How you think determines your behaviors
and the results you produce
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▪ Part 1: How the brain forms buying decisions
▪ Part 2: Rules of influence
▪ Part 3: Q & A
T O D A Y ’ S A G E N D A
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H O W D O E S T H E B R A I N M A K E B U Y I N G D E C I S I O N S ?
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H O W T H E B R A I N I S I N F L U E N C E D T O C R E A T E B U Y I N G D E C I S I O N S
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Key Point:The goal of your sales process should be to guide
buyers in committing to the salesperson’s message
(central route) while using heuristics (peripheral
route) to effectively convey that message.
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H O W T H E B R A I N I S I N F L U E N C E D T O C R E A T E B U Y I N G D E C I S I O N S
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▪ How does the brain create a buying decision?
▪ Hundreds of scientific studies have found that small
commitments naturally lead to larger ones
Commitments are the reference
points our brains use when
constructing buying decisions
S C I E N C E - B A S E D S E L L I N G :
S T R A T E G I C C O M M I T M E N T S
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S T R A T E G I C C O M M I T M E N T S A R E B U I L D I N G B L O C K S O F T H E S A L E
▪ The decision to purchase is made throughout the sales
process
▪ Strategic, incremental commitments guide buyers through a
natural progression of consent and into the final decision to
purchase
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SIX WHYSsix specific questions, each beginning with the
word “Why,” that represent the mental steps
all potential clients go through when making a
purchasing choice
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▪ The Six Whys are the commitments buyers must make
to say “yes” to any purchase
▪ Research shows that if buyers do not make even certain
essential commitments, the buying process breaks down
S I X W H Y S
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G O A L O F E V E RY S A L E S P R O C E S S : C O M M I T M E N T S TO S I X W H Y S
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S I X W H Y S▪ Enables you to gain an accurate understanding of the true
nature of your client’s problems
▪ Guides you in compellingly revealing to clients how you can
help them solve those problems
88%of buyers believe that salespeople do not understand
their problems enough to be able to help solve them
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Aligning Selling With Buying
“Commitments unlock the sale.
It’s just so easy when you get
your commitments.”
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Which of the Six Whys are you least effective at
addressing?
A. Why Change?
B. Why Now?
C. Why Your Industry Solution?
D. Why You & Your Company?
E. Why Your Product or Service?
F. Why Spend The Money?
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▪ Which of the Six Whys are you least effective at addressing?
▪ What can you do to strengthen that part of your sales process?
U S I N G T H E S I X W H Y S E X E R C I S E
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H O W T H E B R A I N I S I N F L U E N C E D T O C R E A T E B U Y I N G D E C I S I O N S
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▪ Mental reflexes or shortcuts the brain
instinctively makes when forming
judgments
▪ “Predictably Irrational”
▪ Rules of influence
▪ Shape perception & present in every
selling situation
▪ Increase sales by leveraging them in
your favor
Daniel Kahneman
2002 Nobel Prize in Economic Sciences
H E U R I S T I C S
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H E U R I S T I C :S I N G L E - O P T I O N A V E R S I O N
Single Option Aversion = when the brain is presented with
a single option it assigns more risk to the decision than when
presented with multiple options in a choice set
vs.
10% of buyers say “yes”
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Single Option Aversion = when the brain is presented with
a single option it assigns more risk to the decision than when
presented with multiple options in a choice set
vs.
10% of buyers say “yes”
34% of buyers say “yes” 32% of buyers say “yes”
H E U R I S T I C :S I N G L E - O P T I O N A V E R S I O N
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H E U R I S T I C : S O C I A L P R O O F
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T H E I M PA C T O F S O C I A L P R O O F
Social Proof = connects the persuasiveness of an idea with
how others are responding to it
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▪ Reduces the perception of risk & can help clients see
change in a positive way
▪ Show what others are doing: “Our most popular option
is…” or “What others in your situation usually choose is…”
▪ Leverage it in your favor: “The most
common way to deal with this issue is…”
▪ Share stories of past customers
➢ Third Party Stories
➢ Case Studies
S E L L I N G W I T H S O C I A L P R O O F
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H E U R I S T I C : R E A C TA N C E
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H E U R I S T I C : R E A C TA N C E
▪ The innate desire that occurs when one perceives his or her
ability to freely choose is being restricted
▪ People instinctively want to feel in control
▪ Blinds potential customers and sales
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N E U T R A L I Z I N G R E A C TA N C E
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N E U T R A L I Z I N G R E A C TA N C E
▪ Phrases That Reduce Reactance:
▪ “Of course, its up to you.”
▪ “It’s your choice.”
▪ Case Study
▪ “You can let me know if you want to use it.”
▪ Closing percentage went up by 39%
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▪ Pick one heuristic and think of one new way that you can
leverage that heuristic to better convey your ideas, service
or company to existing clients or potential clients.
▪ Heuristics we discussed:
✓ Single-Option Aversion
✓ Social Proof
✓ Reactance
H E U R I S T I C S E X E R C I S E
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Connect & Dive Deeper
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@DavidHoffeld
linkedin.com/in/davidhoffeld
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