Human decision making process is crazy!

Confidence is great.... when aligned with hard work

A 5 minute 40 second read

This latest Bachelor episode was a great learning opportunity for sales people who don’t understand the decisions buyers make. When you’re unaware of how deeply our brains are programmed, buyer’s seem amazingly unpredictable. But as soon as you begin to understand Maslow’s Hierarchy of Needs, Cialdini’s 6 Principles of Persuasion, and Pre-sausion theories, Peter’s actions become more and more expected.

 Bachelor Nation’s reactions to Peter’s decision making has been extremely critical, even getting to the point of calling Peter the worst Bachelor in all of history! That’s quite the claim given the show’s 18 years of contestants.. Although Bachelor nation is slamming Peter for the many mistakes he’s made this journey, I believe we as humans and more importantly, our prospects/customers, share a lot of similarities with him.

What similarities and how can this help you convert more business with prospects?

Humans make decisions based on emotions, and support that decision with logic-

• Peter chose 1-1 dates with Kelsey and Madison. On his date with Madison he slipped up and shared his falling in love with Madison. (That could make things a little weird if he doesn’t end up picking her…) This is living proof that humans make decisions emotionally, and support that decision with logic. Why would Peter do such a thing? Madison shared the importance she felt for a husband to lead with faith and that creates an immediate fear of losing his love and belonging. This fear of losing Madison who might be his #1 strikes him and the tables turn quickly to what Madison wants. Peter’s facial expressions, body language, and language transform from “buying” to “selling” in a hurry. This puts Madison in control and raises her perceived value tremendously.
• As a sales person it’s critical to understand what triggers, pains, values, and goals are most important to your buyer. Not the company, or department, but what’s most important to your buyer. These details are critical for presenting how their world changes with your solution. Position how their situation is impacted if they don’t take actions specific to your solution.

 What’s Focal is Causal-

• Victoria and Peter have found themselves in at least two aired arguments and what appears to be a third argument next week. You can see Bachelor Nation quickly asking and in most cases begging Peter to drop her like a bad habit. But as you can see by Peter’s decisions, Victoria’s openness and blunt communication keeps him on edge and continuously focusing on his feelings for Victoria. Cialdini’s what’s focal is causal theory explains why Peter couldn’t send Victoria home. Victoria is openly confused, suggesting she isn’t ready to lock down a long term relationship with Peter. That scares Peter big time. Rather than exploring other opportunities with Natasha or Kelley, Peter's mind is focused on the good times with Victoria, and her realness. His focus on Victoria has consumed any other time for Peter to establish other relationships.
• Buyers think about and respond to risks and threats 2.5x more than opportunity. Understand the cost of not moving forward with your solution, and make sure that result is vividly understood. If you’ve done your job of understanding what the ideal solution is for the client, and presented the solution, it’s equally important to demonstrate what life looks like if they don’t go that desired result. Laying out to the client want to look out for, how competitors can be sneaky, and what pitfalls to steer from that separates you from others and proves your value.

Confidence is great when aligned with hard work.

• Then there was Kelley, who for the first time finally started showing some confidence and energy! I’d been waiting for her to finally break out of her shell, but unfortunately, she was too late. During her time to shine she downplayed her feelings for Peter, failed to communicate the seriousness of the process, and ultimately found herself leaving the show. I thought she could have been the best fit for Peter, but it appeared she never tried hard enough. Her approach to the situation was she was clearly the favorite, and that she could rest easy knowing Peter was going to select her.
• Hannah Ann on the other hand came prepared with a list of Peter’s attributes she loved and why she was falling in love with him. Just after Peter was openly discouraged with Kelley’s approach, you could see Hannah’s intentional approach of focusing on Peter made the difference. Peter clearly chose the person who made him feel better, and gave him greater hope for a future.
• Never think you’re the leader! Never base your confidence on competition, or yourself, but instead on what you can bring to your client. Help your buyers feel, and know that you appreciate them and will serve them greater than any of your competition ever could.

 Related: Promotional Items are the most efficient and effective way of making a prospect feel appreciated, and reinforcing positive reciprocity 1000’s of times.

After presenting to your buyer, don’t wait for days/weeks/months to get an answer. I promise you if you take the Kelley approach you’re almost guaranteed to lose. Instead map out your buyer’s triggers, pains, values, and goals and follow up with amazing information, ideas, benchmarks, helping your buyers achieve their desired outcome. Peter is an unorganized mess who makes his decisions based upon his feelings, and the potential he sees with the contestants. News flash, your buyers/prospects are the exact same.

 In the words of Kelley “if you’re weak you’re not going to last” and unfortunately she didn’t apply that truth to her approach. Hopefully this article has convinced you to follow up with purpose and never be left wondering why a buyer didn’t select you.