Monday, March 2, 2015

Influencers from Around the World – Consensus + Scarcity = FAIL!

This month, our Influencers from Around the World guest post comes from Anthony McLean, a long-time contributor to Influence PEOPLE. Anthony is Australia’s one and only Cialdini Method Certified Trainer (CMCT®). He started the Social Consulting Group where he teaches people and organizations the principles of influence. Reach out to Anthony on LinkedIn and Twitter to learn more from him.

Brian Ahearn, CMCT® 
Chief Influence Officer
Helping You Learn to Hear “Yes”.

Consensus + Scarcity = FAIL

Recently I have noticed a very interesting phenomenon. Consensus is failing to have the impact it is intended to have. In our time,  the cues to guide our behaviour are more prevalent and appreciated than ever before. For example, when I land on an online shopping page, the reviews, ratings, and testimonials provide me with vitally important information such as others like me have been here before; this vendor can be trusted; the products are as they are described; and so on.  In the traditional sense it is these cues that help me overcome my uncertainty and help me make a decision. 
Therefore when I am not sure of what I should do, I look to the actions of others; especially in unknown and untested situations. And not just any others, I look to those most like me to guide my behaviour. 

Rest assured my friends, Consensus is truly a principle that, when used well, saves time, promotes sales, and builds communities. It’s a cracker (Australian for really good, awesome, etc.)!

What then, I hear you say, does the title of this post mean? Let me tell you, but first let me pose a mystery. Why would a leading publically listed company make a wrongheaded decision and turn away from the actions of others?

In the delivery of the Principles of Persuasion Workshops, my keynotes and in my consulting and coaching, I continually stress to my audience that not all testimonials are same. We know that by distilling the testimonial data, drilling into the case studies, and sharing what people most like you are doing now or have done in the past, will have a great impact on your “persuadee’s” behaviour.

However, recently I have been working in a space in which the products on offer between companies are very similar. Many industries have been through a phase in which they have competed on price. However to cut prices they must cut margin and then services and ultimately their perceived value. Those industries then got to a point where price was no longer a determining factor. While they could have continued to compete on price, at some point there needed to be platform based on value, relationships, and/or loyalty. The change had to come because buying customers through discounts was bringing about the wrong type of relationship, where every dollar was held tightly. Dishonesty between provider and customer was rife because of the perception that every dollar mattered and after all it was just a transactional relationship; those who got or saved the most money won!

It is at this point a nuance of Consensus kicks in; the suppliers are all in the same industry, they offer similar products, they compete for the same customers, staff and leaders, but they do not see themselves as the same as each other. How do I know? 

If you present to an organization evidence of what others in the industry are doing, rather than move toward your ideas, they immediately repel, back away and dismiss what others in their industry are doing. Showing them what many others in their industry are doing, creates a drive in initiative to be different and cut a new path, one less travelled, in an effort to attract disgruntled and disenfranchised customers looking to leave their current provider in search of something better. The competition is so great in this industry that the drive to be unique, to be something truly valuable, outweighs the power of Consensus.

Now I am not saying Consensus will not work in this industry – quite the contrary. However, , Consensus can fail to influence behaviour because of Scarcity – if the competition is doing it we must do something different and  be seen as unique. We must have a clear USP (Unique Selling Proposition) and can’t be the same because then the consumer will not be able to tell us apart. 

In this instance Scarcity was trumping Consensus.

So what are you to do? Firstly don’t get caught up in labels and demographics. Just because Company A and Company B are in the same industry they may not see themselves as the same. Therefore ask the decision makers you are seeking to influence about their values, their vision and whom they think across the business world is most like them.  Then start to research, dig into those companies that your persuadee sees themselves like and show them what those companies are doing in similar situations. 

Therefore why did a publically listed company turn away from the crowd and make a decision that seemed at odds with their industry? Because they did not see themselves as the same as others in their industry. They were different. They were unique. They were competitors. Therefore they would do things differently, cut new directions and be innovative – they wanted to be Apple. So we showed them what Apple did and low and behold they sat up and took notice. 

By the way they were not in the same league as Apple but it didn’t matter – in their eyes – they were, so that’s what we showed them to change their thinking.

Anthony McLean, CMCT®

Monday, February 23, 2015

The Psychology of the Sales Cycle – Initial Meeting

Congratulations! Your prospecting efforts have paid off and you’ve set up your first meeting with the prospective client. Now comes the fun part because you’re going to start building relationships, selling and enjoying success.

First impressions matter and your initial contact will determine whether or not you go any further for several reasons:

  • Judging the book by its cover. Growing up we were told never to judge a book by its cover, but we do. Sometimes we do it consciously and sometimes it’s subconscious, but we all do it. Your prospect will do it too so leave nothing to chance. How you dress, act and prepare can make all the difference for that initial impression which happens in less than 30 seconds.
  • Do they want to do business? As you talk, beyond the initial judgment we just touched on, the prospect will be assessing many things as he/she decides whether or not to go forward.
  • Do you want to do business? The prospect isn’t the only one making a decision. Not every prospect is a potential fit for you and you should be assessing whether or not this is an individual or company you can, or want, to do business with.

There are two chief aims of this meeting: build rapport and ask enough questions to assess whether or not you can, or even want to, do business with this potential client.

Sales trainer and author Jeffrey Gitomer is fond of saying, “All things being equal, people prefer to do business with their friends. All things being not so equal, people still prefer to do business with their friends.” This goes to the heart of the principle of liking, which says people prefer to say, “Yes” to those they know and like.

Here’s a great example – ladies’ home parties. Whenever I ask an audience how many ladies have been to Tupperware, Mary Kay or Pampered Chef parties, nearly every female’s hand goes up. I can also tell by their reactions they don’t particularly want to go to those parties so I ask why they go. Inevitably they say, “Because a friend invited me.” They’d have no problem saying “No” to a stranger but when it’s a friend it’s hard to say “No.”

The more you put someone at ease, the more you offer genuine compliments and the more you connect over what you have in common, the more the other person will come to like you. But wait, there’s more! As you employ this strategy you will come to like them too and when they sense you really like them everything changes!

Another way to build rapport is to engage the principle of reciprocity. The reason this builds rapport is twofold. People feel positively towards those who give to them. Secondly, if what you give or share benefits them in some way they feel more positive towards and more indebted to return the favor. That’s effective use of this powerful principle of influence.

Here’s an example. Someone who went through one of my Principles of Persuasion Workshops gave his copy of Influence Science and Practice to a client’s son who was just starting out in business. He was amazed at the look on both of their faces and knew what he’d just done was appreciated and would make a difference in their relationship going forward.

Knowing what to give and what you can connect on or compliment requires some up front leg work. Doing a little research online and talking with people who know the prospect shouldn’t take much time and might be a goldmine of ideas on how to leverage both liking and reciprocity. Again, one major goal of the meeting is to have the opportunity to go to the next step in the sales process so building rapport is a must.

Next time we’ll look at the qualification process where you really begin to understand the prospect, his/her business and needs. Two principles of influence are especially helpful in this phase of the sales cycle.

Brian Ahearn, CMCT® 
Chief Influence Officer
Helping You Learn to Hear “Yes”.

Monday, February 16, 2015

The Psychology of the Sales Cycle - Prospecting defines a prospect as “a potential or likely customer.” By extension, prospecting is the act of searching for potential or likely customers in hopes of setting up an initial meeting.

How salespeople go about prospecting varies by industry, product or service, and personality. Here are just a few ways in which salespeople tackle prospecting: 
  1. Cold calls – Getting on the phone and asking to speak to a decision maker.
  2. Mailings – We all get marketing fliers and brochures in the mail where businesses hope we’ll respond.
  3. Email blasts – It’s easy to find email addresses to build a database. This approach is more effective than mailings because you can send the same message to hundreds or thousands at a time with little effort or cost.
  4. Door hangers – Bypass the mailbox and go door-to-door leaving marketing material.
  5. Door-to-Door – It used to be the case that salespeople simply knocked on doors to meet people and sell their wares. This is a very time consuming and expensive approach!
  6. Internet – You can search by various criteria to see who or what businesses in a geographic area fit your customer profile with a goal of target marketing.
  7. Conventions – Going to some event where you set up a booth and interact with customers.

The list could go on and on and I’m sure you’re thinking of a way or two to prospect that I’ve not touched on. Creative prospecting means doing something to stand out from the crowd, something that makes people take note and listen to you when they’re not paying attention to others.

The focus of this article is not to cover the different ways of looking for customers. The purpose is to talk about the principles of influence that will give you the best chance to stand out using whatever approach is best for you. You have one overriding goal when you’re prospecting – to get an initial meeting with a potential decision maker.

When you’re requesting time with someone, did you know they’re listening to their favorite radio station? That’s right, they’re tuned on to WIIFM – What’s In It For Me? In other words, with all the other salespeople who would like their business why should they meet with you?

First and foremost, and this can’t be emphasized enough, you have to believe in your company and product. Will doing business with you make the prospect better off in the long run? If you don’t believe it will, if you doubt your company or product, prospects will sniff you out like an animal smells fear. It’s a survival instinct. For the sake of this series I’m going to assume you have that belief in your company, product and your potential to help the customer.

Knowing the prospect is uncertain about whether or not to give you consideration, the three principles that come into play most prominently when prospecting are consensusauthority and scarcity.

It’s natural for the vast majority of people to feel comfortable going along with the crowd. That’s the principle of consensus at work. It’s natural because we look to others when we’re not 100% certain of the course of action we should take. Just remember the old adage, “There’s safety in numbers.”

In your marketing material, emails, phone calls, etc., can you tap into this principle by talking about all customers you already serve? The more you have, the more that consensus comes into play. Allstate Insurance did this effectively many years ago when its spokesman Dennis Haysbert stood in the Rose Bowl and said 100,000 people would watch a game there on Saturday. He went on to say Allstate filled the stadium ten times with the number of people who made the switch last year. When more than one million customers switch insurance companies you can bet many viewers called an Allstate agent or went online to compare!

If you don’t have a huge number, or even of you do, it’s always more effective when you can point out customers or clients who are just like the prospect you’re talking to. After all, dealing with a restaurant owner can be very different than dealing with a grocery store owner, or hotel manager for example. When talking to one of those business owners, if you can refer to other restaurants, grocery stores or hotels you do business with, the prospect will feel more comfortable and you’ll gain much more credibility.

Speaking of credibility, the other principle of influence that comes into play is authority. When people are unsure what to do, quite often they want to defer to an expert, someone they view as having superior knowledge or wisdom. This can be conveyed through your title, years in business or years of experience, awards you’ve won, degrees you’ve earned, credentials and designations. Any opportunity to get this information in front of a prospect conveys you have expertise. It’s a strong reason for them to consider meeting with you as opposed to someone who lacks expertise or has not conveyed their expertise.

The last principle that could come into play is scarcity. It’s a natural response to want things more when we believe we can’t get them anywhere else. Does your company, product or service have something unique or a combination of features that make it unique? This is important because you want the prospect to see he/she can’t get something exactly like what you’re offering anywhere else. If so, and you point it out so they understand what they might lose by not considering you, that might be enough for them to give you that initial meeting.

So the three principles to thoughtfully consider as you approach potential clients during the prospecting phase of the sales cycle are: consensus, authority and scarcity. Engage any or all of these ethically and correctly and you should land more initial meetings with prospects.

Next time we’ll look at the initial meeting with a prospect and how to leverage that opportunity using the principles of influence.

Brian Ahearn, CMCT® 
Chief Influence Officer
Helping You Learn to Hear “Yes”.