The Honey Badger Sales Magazine 43

Moving Backwards (to go forwards)

Howdy, I do hope the week is being kind, prospects are becoming clients, and y’all are in rude health. No doubt you will have noticed some (!) changes in our “house style." It’s been a while coming; however, the time is ripe for THB to up his game. I kind of feel that all work and no play make THB a poor bedfellow. So with this firmly in mind, I’ve decided to add a “soupçon" of sexiness to our world, which is sales. I do hope you like it. Let me know.

In 10 minutes or less check the News, Tools (of the trade), Sales - learn something new - we cont with part 3 of 4, Ask HB, what gets me out of bed and where I’m blowing it. And finally this week's best (my favourite, if I were 20 again) job listing.

This week’s lesson is: Cognitive Dissonance: How to Encourage the Prospect to Align Their Decision with Their Beliefs. Part 3

PS. In Part 4 next week, we’ll cover Visual Imagery: Painting a vivid picture of the benefits a prospect will enjoy. Remember, you can always go back to previous lessons posted on the THB site to make full use of my previous posts!

BTW, all articles, where applicable, have links embedded for further reading.

Sales-wise, to be truthful, it’s been a howler of a week. I’ve been “working” a prospect for weeks now and thought things were going great, but then, Bollocks! He blew me out (remember, dear Americans, “Blew” carries a different meaning over here!) It turns out that the guy I was dealing with—actually, let's' call him “Cock Lips McGuinty” for short. He was on a "fact-finding mission”, to see if he could get in on the action. Very sneaky indeed, and unforgivable. It’s not the “cut and thrust” of business that pisses me right off. No. It’s the way in which he slimed himself in and befriended me that hurts. I should have “sniffed” him coming. Instead, I will take solitude in writing this week's magazine and practice my visualisation techniques: Taking a 20-metre running, flying kick towards an open chest of draws, with Cock Lips McGuinty’s bollocks firmly tapped to them Enjoy this week's issue. THB

• News: Sell like a woman, Selling yourself

• Learn: Getting to yes - part 3 of 4 mini series

• Tools: Jabra Elite 10

• Ask HB: On telesales pests

• Side hustle: Jobs that pay out quick cash

• Telesales Jobs: This weeks runners and riders

• Blow it all: Pinball, Wonka’s Chocolate Factory

• What gets me out of bed: First Interview THB

Sell like a Woman: Female salespeople outperform men, but are still missing at the top. WTF This is so bloody annoying. THB’s God mother worked at IBM and was part of the team who launched the world’s first ever ATM machine (Barclays bank, June 27th, 1967 Enfield town UK) she too, reached a stage, where the glass ceiling was hit. I used to work with a fabulously gifted women, who was, without doubt one of the best in the business, on top of that she ran a family, was a single parent with a daughter to support and possessed a wicked sense of humour. Talk about multi tasking. Fortunately she was on the same commissions I was on. Why can’t this be the same everywhere else. I mean, we live in the 21st century for Christ sake. Wrong. Wrong. Wrong.

Tired of having to sell yourself to land a new job? Try this instead I liked this article a lot. We are habitually pre-programmed to sell ourselves when on the job hunt. This article takes the “selling” out of the equation.

Cognitive Dissonance Pt. 3 of 4: Bridging the Gap to Close Deals on Phone or Video Calls. 6 min read

In the art of persuasion and closing deals over the phone or during video calls, cognitive dissonance is a psychological phenomenon that can be harnessed to your advantage. This powerful principle revolves around the discomfort people feel when their beliefs and actions are not aligned. By encouraging your prospect to align their decision with their pre-existing beliefs, you can greatly enhance your ability to close deals. In this article, we will delve into the concept of cognitive dissonance, its emotional impact, and how to effectively employ it in your sales approach.

Understanding cognitive dissonance

Cognitive dissonance is a psychological theory introduced by Leon Festinger in 1957. It centres on the discomfort people experience when their beliefs and actions are contradictory. In the context of sales, cognitive dissonance can manifest when a prospect is considering a purchase but is uncertain about whether it aligns with their existing beliefs, values, or self-image.

Emotional Impact of Cognitive Dissonance

Cognitive dissonance triggers a powerful emotional response. When people feel a conflict between their beliefs and actions, they experience discomfort, anxiety, and a sense of imbalance. This emotional state can be harnessed as a driving force in decision-making. By helping your prospect resolve this inner conflict, you can create a compelling case for your product or service.

Encouraging Alignment with Beliefs

To employ cognitive dissonance as a closing tactic, you must first identify your prospect's beliefs, values, and motivations. Understand what is important to them and what drives their decision-making. Once you have this insight, you can employ these strategies to encourage alignment:

1. Highlight shared values: During your conversation, emphasise the values and principles that your prospect and your product or service have in common. By showing that your offering aligns with their core beliefs, you reduce cognitive dissonance.

2. Use Case Studies and Testimonials: Share success stories and testimonials that illustrate how others with similar beliefs or values have benefited from your product or service. This creates a sense of alignment with their peer group.

3. Address Objections with Values: If your prospect raises objections based on conflicting beliefs, take the time to address these objections while emphasising the value that your solution brings. Show how your offering is consistent with their principles.

4. Leverage emotional Storytelling: Share stories and anecdotes that evoke emotions and resonate with your prospect's beliefs. Paint a picture of how your solution aligns with their values and contributes positively to their life.

5. Framing the Decision: Present the decision as an alignment with their values and beliefs rather than a deviation. Show how choosing your product or service is a reflection of their authentic selves.

Creating a sense of resolution

The goal of employing cognitive dissonance is to guide your prospect towards a state of resolution. When they resolve the conflict between their beliefs and actions, they feel more at ease and confident in their decision. This emotional equilibrium is an essential element of closing a deal.

Timing and Approach

Cognitive dissonance should be introduced at a point in the conversation when your prospect is actively engaged and considering your offering. You might say something like, "I understand that making this decision might be challenging, but let me share how it can actually align with your values and beliefs."

Follow-Up and Reinforcement

To solidify the alignment of their decision with their beliefs, follow up with further information or resources that emphasise this alignment. Offer to address any remaining questions or concerns, as doing so can further reduce cognitive dissonance.

The Role of Empathy

Empathy is a crucial component when leveraging cognitive dissonance. You must genuinely understand and respect your prospect's beliefs and values. Approach the conversation with empathy and a desire to help them make a decision that aligns with who they are.

Incorporating Cognitive Dissonance in Video Calls

Cognitive dissonance can be effectively applied during video calls as well. With the added benefit of visual communication, you can use body language and facial expressions to convey empathy and understanding. Present case studies and testimonials visually to create a more compelling impact.

Ethical Considerations

While cognitive dissonance can be a powerful tool, it must be used ethically. The goal is to help your prospect make a decision that aligns with their true self, not to manipulate them into something that doesn't genuinely serve their interests.

Final Thoughts

Cognitive dissonance is a potent psychological principle that can be harnessed to your advantage when closing deals over the phone or during video calls. By guiding your prospect to align their decision with their beliefs and values, you help them find emotional resolution, reducing the inner conflict that can often hinder decision-making. Approach this technique with empathy and authenticity, and you can create a powerful case for your product or service that resonates with your prospect's true self, ultimately leading to successful deal closures. THB

In Part 4 or 4 next week, we’ll cover Visual Imagery: Painting a vivid picture of the benefits a prospect will enjoy.

Jabra. Elite 10 I’m a massive fan of Jabra. Ive been using Jabra earbuds for years. Mine are getting on a bit, but, they still work perfectly and I use them everyday for calls. Crystal clear. These new Elite 10’s look and sound the part. In fact, they’re so good, that I’m selling them to myself as I type. Spatial sound with Dolby head tracking for the full ATMOS experience anyone ?

“Dear HB, I saw this posting and want to reply. What should I write ? (OK so it’s me 😁) “What are some amusing things to say to annoy unwanted caller?” As a sales person, I hate it when we salespeople get slagged off. No one has a go at a P/T working in McDonalds to make a few extra bucks to pay towards college. Why should it be that sales people learning the ropes should be treated any differently. We are after all the glue that keeps business profitable. Regards HB/ Knoxville. Sage words HB. Sage words. I would write… 

Stroke the ego ?Ever thought of doing this ? Voice-Over work can pay out as great side gig. And it’s fun !

This weeks posting comes from Caribbeanjobs. Who are looking for a sales agent to work from home. If I was young, single and free, I’d jump at the chance !

Wonka’s Chocolate Factory. What’s to say…I want one and I want now! This will be the ultimate sales pitch to Mrs HB. Pleeasse…

Bee My Love Bracelet. Simple! Give this to get that!

THB savours life's simple pleasures and embraces the joy of everyday routines. My journey is painted with hues of various interests and experiences that mould the fabric of my existence. To thrive, I need family, coffee, sales, and the odd, well-crafted Negroni.

At the heart of my day lies a ritual that kickstart's my mornings (I get up at 7.00ish): a cup of coffee and a glass of freshly squeezed orange juice. There's something magical about the aroma of freshly brewed coffee and OJ that jumpstarts the day. Occasionally I’ll indulge in a bacon and fried egg sandwich with Worcestershire sauce—a weakness!

As the sun rises, I check my inbox for anything that needs to be acted upon immediately, then read the news, catching up on politics and US and European news, and finally take a look at the markets. Then shower time.

My family, the cornerstone of my universe, has been a source of immense joy and inspiration. Married for 27 years, my partner and I have navigated life’s ebbs and flows, celebrating each moment and facing challenges together. Raising twins has been a remarkable journey. My daughter, Anya, studies AI and psychology and is about to complete her degree. Meanwhile, my son, Iain, is pursuing his dream to become a commercial pilot. Witnessing their journeys unfold fills me with immense pride and joy.

Selling is more than a profession to me; it’s been my lifeblood. Selling over the phone or video isn't just a job; it's a passion. It's about connecting with people, understanding their needs, and offering solutions. I am involved with a number of businesses catering to a very diverse background of clients. Sports, advertising, and real estate. My mantra resonates deeply within this world: an imperfect start is better than doing nothing. It's a principle that’s driven me to dive into challenges head-on, learning and evolving with every interaction.

Swimming is my escape. The water serves as a sanctuary where I find solace, allowing my thoughts to drift amidst the rhythmic strokes.

Life, to me, is a canvas painted with imperfections, a place where learning and evolution weave the fabric of existence. It's about cherishing each sunrise, revelling in the warmth of family, and savouring the essence of life’s eclectic offerings.

Ok. That’s it. Make it a good one, and I’ll see you all next Wednesday. If you’re just starting out in sales or need a refresh, do take the time to read my previous newsletters. I promise they will make you a better communicator. Get into the spirit of goodwill and share my newsletter link with someone who needs it. It’s free, costs you nothing, and will make you feel good. Peace. THB

“You work 40 hours per week?” “I remember my first part-time job too!”

How we doing. Did we rinse it? Trip the light fantastic? How can we do better? Wanna talk? Drop us a line: [email protected]