DATA IN­SIGHTS

Elite Agent - - CONTENTS - Ed­die Cetin

How many times have you ex­pe­ri­enced a ven­dor or buyer be­ing in two minds about mak­ing a de­ci­sion? Have you ever been torn be­tween two op­tions and cho­sen the path of least re­sis­tance? Pan­cho Mehro­tra ex­plains the sci­en­tific rea­son for this and how to make your clients see you as their pre­ferred op­tion.

Let's say you have been in­vited to a cor­po­rate event but the foot­ball game is on and you don't re­ally want to miss it. What do you do? You jus­tify to your­self that miss­ing one event is not go­ing to jeop­ar­dise your work com­mit­ment and re­ally, no-one will mind one ab­sence. This is what psy­chol­o­gists call cog­ni­tive dis­so­nance. Two thoughts in con­flict and you choose the one that cre­ates no in­ter­nal con­flict.

Most sales­peo­ple don't recog­nise cog­ni­tive dis­so­nance and see it as a de­lib­er­ate stalling tech­nique. The fact is, the client re­acts this way often due to feel­ing un­der pres­sure by the sales­per­son, which they see as a chal­lenge to their be­liefs and iden­tity as a per­son.

So, what do you do when you recog­nise this in­de­ci­sion in a prospect?

Be mind­ful that often when peo­ple are faced with too many choices, they be­come paral­ysed and do noth­ing at all. If you see that the client is in two minds about choos­ing an agent, make it easy for them to say yes to you by giv­ing them rea­sons to go with you. Build value by in­form­ing the client of three key things you do bet­ter than any­one else.

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