the yes factor: how to persuade business buyers to say yes
TRANSCRIPT
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In B2B marketing,we’re in the business ofPERSUASION
Image: Unsplash.com <Alejandro Escamilla>
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Everyday we persuade people we often don’t know to:
Open our emails
Visit our websites
Download our white papers
Watch our videos
Follow us on Twitter
And even once in a while, buy something from us.
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It’s all about persuading people to say‘YES’
Image: Flickr <Creative Commons>
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“The buyers pipeline requires a series of micro-yesses before getting to
that macro yes.”YES
[Brandon Stamschrar, MECLABS]
The thing is:
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So what makes people
say ‘YES’
?Image: Earnest
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“Each micro yes is about perceived value v perceived
cost.”[Brandon Stamschrar, MECLABS]
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But when making micro-yesses buyers don’t:
Evaluate all the options
Investigate each option fully
Apply everything they know
Assign a value and cost to each option
Image: Unsplash <Dietmar Becker>
Because…> They haven’t got the time> They’re subject to biases> They’re stifled by choice> They’re inherently lazy thinkers
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And the big one:
THEY HATE
RISK
Image: Flickr <Creative Commons>
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“When making any choice our first instinct is not to choose the ‘best answer’
but the answer which minimises the harm we personally can suffer in the worst case
outcome.”
Aka. to MINIMAX
[John Von Neumann via Rory Sutherland]
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Others call this “SATISFICING”
(To Satisfy + Suffice)
CHANCE Where buyers opt for the low risk, easy solution rather than searching for the best possible solution.
No thanks
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And they’re not even aware of it.
Because 85% of decisions are made by the unconscious part of the brain. [Martin Lindstrom, Buyology]
Image: Flickr <Creative Commons>
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It means the micro-yesses even for the biggest decisions
are lessRATIONAL
than we thinkImage: Unsplash.com <Maria Carrasco>
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So the big question is what makes business buyers
more likely to say
YesYes
Yes
?
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Essentially, we need to be aware of how people
think because it influences
how they make decisions.
Image: Shutterstock
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There are two ways:
&FAST
SLOW[Thanks Daniel Kahneman]
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FASTAka. System 1 or
Autopilot• Operates
automatically• Assesses what’s going
on in our environment• Determines whether
we should direct more attention to a task
Image: Unsplash.com <Anna Dziubinska>
It helps us makeSNAP JUDGEMENTS
Serving asOUR FILTER OF THE WORLD
P.SIt also determines
whether buyers pay attention to your communications
or not *
* Unfortunately typically not
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Because without it, things like this would
kill us.Image: Unsplash.com <Thomas Lefebvre>
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And then there’s the other way of thinking…
Aka. System 2 or Pilot
SLOW
Image: Unsplash.com <Todd Quackenbush>
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THETHINGS
SYSTEMONE
FINDSHARD
TO
PROCESS[OUCH]
It means System 2 requires:
ATTENTION
EFFORT
But remember we’re
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LAZY THINKERS(you, me & even your buyers)so we try to make our lives
easier by substituting
difficult questions with
simpler ones
Image: Shutterstock
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So when it comes to asking the question:
Which of these service
providers will do the best job?
Buyers can end up asking:
Which of these sales people do I
like the best?
BIAS
ALERT
Which of these brands will my
boss have heard of?
Isn’t it easier to go with the guys
we’ve always used?
Image: Flickr <Creative Commons>
SYSTEM 2
As B2B marketers we tend to design for System 2, but it’s POINTLESSif we never break through System 1.
Score:000
Especially when in most cases, people make decisions like this…
Input Decision
System 1Autopilot
System 2Pilot
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The fact is even if you sell something that’s BIG,COMPLEX and CONSIDEREDyou’ve got to break through their System 1.
Image: Unsplash.com <Martin Wessely>
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Because if they don’t:
Open your emails
Download your content
Attend your events
Take your calls
The Micro-Yesses
You’re being filtered out
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How long have you got?Ad in popular magazines – 1.7 secsAd in trade journals – 3.2 secsPoster – 1.5 secsMailing – 2 secsBanner ad – 1 sec
You need to make first impressions count
[Via Phil Barden, Decoded]
Image: Unsplash.com <Sonja Langford>
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So how do you make the cut?
EASY does itImage: Unsplash.com <Loudge>
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Make it easy for buyers
Yes
Yes
Yes
so you secure that micro-yesEVERY TIME
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Because if you make it easythey’re more likely to Like
what they see andBELIEVE
what you have to say
DO NOTHING[Some call this Status Quo bias – the fact is most people just hatechange]
As the easiest thing in the world for them is to:
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Image: Unsplash.com <Caleb Thal>
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COMPLEX=COGNITIVE STRAIN=HARDER TO UNDERSTAND=PAINFUL
HIGHER PERCEIVED =RISK
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What does EASY look like?
EASE
Feels familiar
Feels true
Feels effortless
Feels good
Repeated experience
Clear display
Primed idea
Good mood
[Causes and Consequences of Cognitive Ease: Thinking, Fast and Slow]
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And this is where BRANDING pays dividends
Image: Unsplash.com <Mario Calvo>
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It’s all about building…
FAMILIARITY and FAVOURABILITY
[See it’s not going to kill you this time]Image: Unsplash.com <Thomas Lefebvre>
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And it’s why we prefer brands we KNOW
rather thanbrands we’ve
NEVER heard of before
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EASIER TO PROCESS
Because the things we are MORE FAMILIARwith are
“The experience of familiarity has a simple but
powerful quality of ‘pastness’ that seems to indicate that it is a direct reflection of prior
experience.”[Larry Jacoby]Image: Unsplash.com <Griffin Keller>
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And simply being EXPOSED to one
BRAND more than another can have the
desired effect.
BRAN
DBR
AND
BRAN
DBR
AND
BRAN
D
BRAN
DBR
AND
BRAN
DBR
AND
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Research shows that people tend to develop
a
PREFERENCEfor things simply
because they are more familiar with them.*
* The Mere Exposure Effect [Robert Zajonc]
Research shows that people tend to develop
a
PREFERENCEfor things simply
because they are more familiar with them.*
* The Mere Exposure Effect [Robert Zajonc]
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Novel stimulus leads to afear and avoidance response.
But with REPEATED EXPOSURE,
the stimulus causes less fear. We even react fondly to it.
[Often without knowing it.]
It may explain why you can have the
best proposition in the world.
Yet know one knows you.So they choose to go with one ofyour better known rivals.
[Even the one with the half baked offer.]
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The thing is in B2B, brands are just about equal in INFLUENCE and only just behind price and product.
Strong brands outperform weak brands by 20%.[McKinsey]
Image: Unsplash<Wojtek Witkowski>
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This is where your content marketing, search and social media strategy could pay dividends.
CAN’T AFFORD A BIG BRAND CAMPAIGN?
Making you visible. Useful. Relevant.
YES YES YES
Increasing your exposure.Reducing cognitive strain.
Image: Flickr <Creative Commons>
What other ways can you make it EASY for buyers?
Make your message simple for buyers to understand
If you want to be seen as credible and intelligent, don’t use complex language when simpler language will do.
[Want scientific proof? Check out ‘Consequences of Erudite Vernacular Utilized Irrespective of Necessity:Problems with Using Long Words Needlessly’ by Danny Oppenheimer]
JARGON
Don’t overload your buyers with too many options.Too much choice is the same as no choice at all.[Barry Schwarz]
Aka. Paradox of Choice
Be relevant.
Information that stands out - and is novel and salient - is more likely to affect the way a buyer thinks and acts.[P Dolan, Mindspace]
Ensure a seamless journey for buyers, every step of the way.
X
X
X Let people accomplish tasks as easily and directly as possible.[Don’t make me think: Steve Krug]
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And get to the of what’s really motivating people to buy from you
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Because they’re sure as hell not buying your products or services for the sake of it.
They’re a means to an end.
“To understand people one needs to understand what leads them to act as they do, and to understand what leads them to act as they do one needs to know their goals.” [Motives and Cultural Models, edited by Roy G. D'Andrade, Claudia Strauss]
Image: Unsplash.com <Daniel Ruswick>
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And that end is ultimately about convincing them you can satisfy their goals more effectively than your rivals.
. EXPLICIT
IMPLICIT&
Image: Unsplash.com <Sunset Girl>
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Think of them like this…
EXPLICITgoals
IMPLICIT goals
CATEGORY SPECIFIC
DRIVEN BY ORGANISATION
NEED TO DEMONSTRATE YOU CAN SATISFY THESE GOALS IN ORDER TO COMPETE
BUYER SPECIFIC
DRIVEN BY INDIVIDUAL
USE TO DEMONSTRATE YOUR OFFER AND BOOST YOUR APPEAL
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As B2B Marketers we tend to focus on the explicit goals.
But there’s only so far promising to:
Transform their businessDeliver greater efficiencyLower costImprove productivityIncrease revenueDemonstrate ROI
& all that jazz will take you
* Delete as appropriate
*
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Especially when every other chancer in your market is professing to do
MUCH THE SAMEAlbeit it a slightly different way.
Image: Unsplash.com <Brownie>
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That’s where being able to satisfy not only their explicit but also their implicit goals can pay dividends.
The stuff that motivates people PERSONALLY(whether they know it or not)
Image: Unsplash.com <Timothy Muza>
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So what do these implicit goals look like?
Research shows there are two basic motivational drivers
PROMOTIONEmphasis => Gaining > Benefiting> Progressing in some wayPREVENTION
Emphasis => Avoiding loss> Protecting status quo> Living up to expectation
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It provides their FRAME OF REFERENCE and determines whether its best to position what you have to offer as avoiding loss or gain.
is starting from.What’s their anchor point?
Think about where your audience
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How can this inform the way you THINK about your audience…
Image: Unsplash.com <Craig Garner>
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…Adding another dimension to your personas that can help inform and shape your
messaging, campaign
& content strategies?
Image: Unsplash.com <Ilham Rahmansyah>
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Progress
Recognition
Stimulation
Avoidance
Control
Obligation
PRO
MO
TIO
NPR
EVE
NTI
ON
I need to do this to get ahead
I need to do this to look good
I need to do this to learn / because it looks interesting
I need to do this to avoid losing out / losing something
I need to do this to stay in control
I need to do this because it’s expected of me
Gain an advantage over others; Innovate; Lead the field
Receive acclaim; Advance career; Win awards/accolades
Personal discovery; Learning experience; Challenge myself; Helping others
Be secure; Prevent losses; Avoid threats
Stay on top; Maintain status quo; Be empowered
Need to comply; Fulfil promises; Be true to my word
Go-getter
Status seeker
Adventurer
Worrier
Controller
Box-ticker
Implicit goals Primary driver Motivations Persona
Earnest Goal Matrix: It’s yours to use and abuse
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Psst.Different decision-makers and influencers (even within the same organisation) will have different motivations and biases.
Work to identify which personas they fit – and tailor your story to hit the right implicit & explicit goals.
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So when all your competitors gather here…
EXPLICITgoals
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So when all your competitors gather here…
EXPLICITgoals
IMPLICITgoals
You win by differentiating here…
Yes. Yes. Y
es.
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NOT
CONVINCED?
“More C-Suite execs are increasingly making decisions about
technology purchases they know nothing about.
As a result, many decision makers choose suppliers based on personal
value.”[O&M, Admap]
Image: Unsplash.com <Liam Andrew>
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STILL NOT CONVINCED?
“Buyers who see personal value are not only much more likely to
purchase that brand, they are even more likely to pay a higher price.”
[CEB Marketing Leadership Council / Google 2013]
Image: Unsplash.com <Vladimir Kramer>
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Finally, never lose sight of the influence of others.
People (your buyers) learn by copying others.
Image: Unsplash.com <Jonas Nilsson Lee>
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And it’s still true when people buy things today. They copy the behaviour of others, as it reduces perceived risk.
When we were in fear of predators, it allowed us to determine what was safe (and what wasn’t).
THE ME-TOO EFFECT
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the more likely you are to get even MORE.
It’s why the more:> Case studies> Client reference sites> Testimonials> Positive Reviews> Followers> Likes> Shares
…you have,
YESYES
YESYES
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[And lots of YESSES can go
an awfully long way.]
So business people are not quite as rational as you think, even for the biggest business decisions.
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“The next revolution will be psychological – not technological.”[Rory Sutherland]
Image: Unsplash.com <Jake Givens>
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ARE YOU READY
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Email:[email protected] the subject line: Yes
Cover image: Unsplash.com <Sebastian Muller>
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