Today’s post is by Mike Figueroa, Assistant Director of Customer Services at SafeSourcing
Although we’d like to think that the decisions we make are deliberated by well thought-out reasoning and “common sense”, the truth is we aren’t even aware of most of what goes on in the brain during the decision making process. Much of what we think is a decision is actually a lot of conditioning by our society, culture, parents, schooling, job training, etc. Unfortunately, no one understands this better than marketing strategists, whose aim is to have the decision made for you before you even aware what you are deliberating about.
“Pre-suasion” is a term coined by Robert Cialdini, who wrote a book in 2016 by the same name, and is a well-known author and researcher in marketing and persuasion strategy. The focus of the term is the timing of your attempt to persuade, because the battle for decisions in your favor are often won and lost long before any actual pitch is made. Here are a few ways in which pre-suasion can be used, either in your favor or against it:
Ask questions that get your audience to think about a positive attribute of your proposal. For example, during an interview, ask “what wasy it about my resume that made you want to see me?”. This brings focus onto the attributes that attracted your audience in the first place, and sets you in a more positive frame of reference.
We give relevance to what grabs our attention most recently. Most and recently being the key words here, this concept eludes to the fact that if something impacts us greatly, and a short time ago, it is likely to heavily influence our decision. A recent car crash for instance, will often change how much driving someone will freely choose to do, even though the safety statistics haven’t actually changed.
Change what someone thinks about, not what they think. For Example, direct someone’s memory to an association with something terrible to have them avoid a decision of similar association. Are you hoping your spouse will pick the white car? Talk about things they love that evoke the thought of white: White snow, the wedding dress, bright white smiles, white piano keys, etc.
Discuss a number that will make the number you will actually pitch seem favorable. Also known as “Anchoring”, this concept takes advantage of the way in which human beings tend to rely heavily on the first piece of information received (the anchor), and compare it to future acquired information. This is why you see sale signs all the time stating the price “was” $XX.XX, because you would feel better about buying something if you believe you’re getting it at a discount.
For more information on how SafeSourcing can assist your team with this process or on our “Risk Free” trial program, please contact a SafeSourcing Customer Service Representative. We have an entire customer services team waiting to assist you today.