Delve into the fascinating world of behavioral science with Doug and Jess…specifically exploring how it impacts decision-making and how it can be leveraged within RevOps. Today’s conversation touches on critical themes such as uncertainty aversion, status quo bias, and the importance of clear communication in fostering trust among buyers.
Audio:
Video:
Additional Resources
- [RevOps Show] Episode 33: The JOLT Effect - Interview with Matt Dixon, The Impact of Indecision on Your Sales Efforts
- [RevOps Show] Episode 73: Behavioral Science Concepts - The Unseen Influences Shaping Your Sales Process
- [RevOps Show] Episode 68: The Behavioral Science Behind Decision Making - Insights from 6 Psychological Concepts
- [RevOps Show] Episode 47: RevOps & Behavioral Science - 3 Key Principles that Effect Business Processes
- [RevOps Show] Episode 86: CRM Adoption - 5 Cognitive Biases to Make it Easier
- [Blog] 7 Cognitive Biases that Influence Buyer Behavior and Decision-Making
Show Notes:
Pre-Show Banter:
- Surprise, surprise–Doug and Jess are back at it, recording on a Friday again. But not just any Friday…it’s Good Friday, and the business is closed. Buckle up!
- Jess shares her low-key Easter plans this year (no big meal, just a relaxed family brunch for once). She also talks about how April and May are a whirlwind, between birthdays for her daughters, school chaos, and Fiesta–aka the Mardi Gras of San Antonio.
- Meanwhile, Doug’s still living on the edge because, unlike the rest of the Lift Team, he has yet to book his flight for next month’s offsite. Classic.
Main Discussion Points:
- (08:18) Understanding Uncertainty Aversion: Discusses how individuals tend to prefer known risks over unknown ones, leading to analysis paralysis in decision-making.
- (19:39) The Certainty Effect: Explores how slight increases in perceived probabilities can lead people to favor certain outcomes over potentially greater rewards.
- (22:03) Status Quo Bias: Examines how individuals often opt for maintaining their current situation due to resistance to change, even when opportunities for improvement are present.
- (28:07) Risk Aversion and Tolerance: Discusses how different situations influence an individual’s willingness to accept risks, particularly in business contexts.
- (39:31) The IKEA Effect and Endowment Effect
- IKEA Effect: Cognitive bias in which consumers place a disproportionately high value on products they partially created.
- Endowment Effect: The bias occurs when we overvalue something that we own regardless of its objective market value.
Jess’s Takeaways:
- Clear communication and calling out where the unknowns are is important.
- Sell the problem.
- Agency and ownership of the problem and solution is important. Make this their solution, not your solution. Make this their problem.
Next Steps:
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Coming Soon Episode 116!