Two ‘Illogical’ Sales Influencers

by on June 18, 2010 · 8 Comments POSTED IN: Top Sales Dog
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Logic is part of any sales effort. But when faced with tough decisions, the human brain often uses other ways to decide. Here are two such quirks – and ideas on how they can help you win the sales you deserve.

The Familiarity Effect
Several years ago, two companies started about the same time in the same industry.

Company A did solid work. Since it was unknown, it ran a big ad every month in a major trade magazine. Company B put its faith in superior technology and a strong value proposition.

Today, the first company is a giant in its industry. The second one isn’t. Why? When buyers were in doubt – which was most of the time – they chose the familiar name.

The lesson for sales? Stay visible. Never miss an opportunity to get your name out. When the time comes for buyers to decide, the name they know will carry far more weight than the one they don’t.

The Recency Effect
Buyers also give extra weight to the most recent information.
That’s why the IRS arrests tax cheats just before April 15. Arrests made in November wouldn’t be nearly as effective in persuading people not to cheat.

You can benefit from the Recency Effect. For example, try to go last if you’re making a competitive sales presentation. More broadly, make the best last impression. For example, if a study confirms your products are the best, use that fact as a follow-up, when the buyer is mulling over the decision. It will have far more impact than if you bury it at the beginning.

Adapted from “Selling the Invisible,” by Harry Beckwith and published by Warner Books.

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8 Comments on This Post

  1. Jimmy
    June 18, 2010 - 1:30 pm

    I hate to say it, but you're right. Buying based on familiarity has gotten me into trouble before (just because you recognize the name doesn't mean the product is good), but I've seen it happen and I've been guilty of it.

  2. Jimmy
    June 18, 2010 - 1:30 pm

    I hate to say it, but you're right. Buying based on familiarity has gotten me into trouble before (just because you recognize the name doesn't mean the product is good), but I've seen it happen and I've been guilty of it.

  3. TomBorg
    June 18, 2010 - 4:19 pm

    Michael your article about Two “'Illogical Sales' Influencers is right on the money.
    My philosphy has always been, if your potential client base doesn't see or hear about your company, in their mind, “YOUR COMPANY DOESN'T EXIST”.

    Far too often advertising and training are the first things to get cut when times get tough. These two areas in the long run are most critical elements to a long term plan. When it comes to success in business, I recommend we take the mindset that we are running a marathon not a fifty yard dash.

    In summary, set your sights for the long term and invest in advertsing and training. You will be happier and so will your clients.
    – Tom Borg
    Tom Borg Consulting

  4. TomBorg
    June 18, 2010 - 4:19 pm

    Michael your article about Two “'Illogical Sales' Influencers is right on the money.
    My philosphy has always been, if your potential client base doesn't see or hear about your company, in their mind, “YOUR COMPANY DOESN'T EXIST”.

    Far too often advertising and training are the first things to get cut when times get tough. These two areas in the long run are most critical elements to a long term plan. When it comes to success in business, I recommend we take the mindset that we are running a marathon not a fifty yard dash.

    In summary, set your sights for the long term and invest in advertsing and training. You will be happier and so will your clients.
    – Tom Borg
    Tom Borg Consulting

  5. July 29, 2010 - 10:26 pm

    Marketing for everyone's company needs to be 24/7/.

  6. February 4, 2011 - 11:55 am

    Why buyers don’t always pick the best choice

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