Surely it will have happened to you throughout your life to have made unlogical and unintelligent decisions.
The human mind is the best “computer” that can exist in the world, however sometimes bugs occur, and these bugs lead us to go wrong.
Our brain has learned, with continuous evolution, to find reasoning shortcuts to get to problem solving faster and more efficiently. These shortcuts are most of the time correct, and in this case we talk about heuristics, but sometimes we come across cognitive errors, here we talk about cognitive bias. Cognitive Bias, in practice, are incorrect concepts, preconceptions that our mind adopts to arrive at a solution faster.
There are so many of them and we are all subject to these mistakes.
You too.
If you do not believe this statement you immediately encounter what is called the "Bias of Bias" or the Blind Spot effect (blind spot).
Simply put, it's the belief that you have no prejudice, unlike others.
This Bias can be divided into two parts, the first part is the actual bias on which we focus to avoid it and the second part is the blind spot bias that overshadows all the thought, that is, the fact that we unconsciously tend to protect our ego from everything that can harm it.
If you understand that everyone, including you, can have distortions in reasoning you have to be able to ‘see’ them to better manage communication.
I'll give you some examples of the Bias you'll find during a sale, so you can find it easier to use them.
BIAS FRAIMING
We evaluate the price of an item from its presentation and not from the very value of the item.
So you need to be able to present each garment in a more “encommive” way using vocabulary that can give more importance to the item throughout the sale.
If you want to sell a certain garment still in stock for some time, propose as a first article a similar garment with more refined invoice and very expensive special finishes after which we show, the same type of garment with simpler and basic invoice and much less expensive. The last option will be the item with an average price, which can still meet the customer's needs.
‘It is almost certain that the customer will buy the garment with the average price, because, it will be a valid alternative to the first ’‘wonderful and expensive’‘, but it will not be ’‘doll’‘ like the one with the minimum cost.’
PRIMACY EFFECT
Our mind has the ability to remember only some information in relation to broader content.
In your case, if a customer has had to deal with an unfriendly or un Capable Sales Assistant these will be the only things he/she will remember, and will associate all Sales Assistants with this memory, it is for this reason that you have to use empathy to change this misconception.
INFORMATIVE BIAS
When a person receives too much information all at once, his mind is unable to catalogue and assimilate it simultaneously, so he is led to go into complete confusion, without being able to make a decision or find a correct solution.
For this reason, the options you should present to the customer should not exceed 3-4, you would otherwise risk sending him into confusion and he would not buy anything.
DUNNING-KRUGER EFFECT
It happens sometimes, and it happens to each of us, to give in to being superheroes, to overestimate our skills and our skills.
It happens that we think we have such skills that we can do everything, well in this case we are talking about the Dunning-Kruger effect.
HALONE EFFECT AND HORN EFFECT These two Bias walk hand in hand, and are tied to the perception you have when meeting a person for the first time. The first Bias, in fact, is the attribution of positive characteristics to a person without even knowing him or having sufficient information. The second, on the other hand, is the exact opposite, it happens when negative characteristics are attributed without knowing the person in question. It is an impression of the other that is based on the first perception you have. When we only notice one aspect of our client. These, as I told you, are just some of the millions of Bias, however, they can make you realise how easy it is to err in the simplest decisions. If you can recognise a Bias, the moment you meet it, whether it's on your own or your interlocutor's, you'll be able to overcome that bug and have the chance to interact differently. You won't be able to know exactly when you'll encounter these wrong biases in other people; however, knowing them will give you the chance and ability to have an extra weapon that you can use to achieve in your goals. Exploiting Cognitive Bias should not lead you to lie or manipulate the reality of things, it should only help you make greater leverage of the needs that a client may have, and get more in tune with him/her. They can help you, as well as to "affiliare" a To the Brand thus creating a long-term relationship of knowledge, both with your point of sale and to you Sales Assistant. Did you like this topic, and do you want to delve into it?? Book below a free 30-minute video-call with me or
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