011 The Invisible Touch – The Fallacy of the Decision-Making Process
Fallacies of Marketing
One of my next major projects about marketing will be Why We Buy… not HOW do we SELL, but Why and How we purchase.
Deep in our ancestral brains there is the answer, and for those of us who have things to sell, we need to pay strict attention.
Harry Beckwith makes two great points right at the beginning of this section: People seldom really make decisions AND there is NO process.
The Case of OJ Simpson
Two camps quickly formed when it was learned that OJ Simpson was being charged with the murder of his ex-wife Nicole Simpson and her friend Ron Goldman.
Hours of news reports were filed. The white bronco was seen leading the parade on LA highways. Forensics were studied.
But did anyone change his or her mind after all of that?
Very few.
They listened to the evidence that "justified" the position they had already taken.
(The whole thing is still very sad to me, no matter what you believe about his guilt or innocence.)
And what process did anyone go through to make a decision? None. Again, "Facts are the enemy of truth" as Cervantes tells those who will listen in the Man of La Mancha, and that seemed to be the case here too.
Like buying a new car, people generally make quick decisions, usually based on emotional factors, and then justify them with "facts" and logic.
How Does All This Impact The Marketer?
Before you work to convince someone that your product or service is the right one, it would help you to find out what the prospect has already decided.
What?
That's right. Prospects often have their mind made up and are now hunting for justification to back up their decision.
So why are they taking time to talk with YOU?
They are justifying, to themselves or others they work with, why they want to work with someone else. (Well… you COULD be the one they have already decided to hire, but you're safer if you base your actions on the opposite conclusion.)
If you ask the prospect something like "what is it about my company that you liked enough to invite us in to speak with you today?" you'll learn a lot about what they know, don't know, and have the wrong impression about you and your company.
Get them to reveal what they THINK they know and you'll be able to get them to see the real you, instead of who they THINK you are.
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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011 The Invisible Touch – The Fallacy of the Decision-Making Process
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