Perceptions and Assumptions while selling

I always wanted to write a cool heading and this one fits the bill. Now, into serious stuff. What does Perceptions and Assumptions mean?

Dictionary definition of Assumption is: a thing that is accepted as true or as certain to happen, without proof. and for Perception is: the ability to see, hear, or become aware of something through the senses.

The key word that stands out in the definition of Assumption is 'without proof'. We don't need to have proof to accept certain things as true. As for perception, the key word is 'senses'. Here is where all sales reps make a wrong turn during sales call.

What happens when we assume or presume?

Let me give you a scenario. A middle aged lady, 5ft 4inc, average built, dressed in an Indian attire, wearing flat shoes walk into a Maruti car showroom. She is seen standing next to an Alto, inspecting it from the outside. What do you think she is there for? If she is there to purchase a car, which car do you think she is interested in?

I'm sure the smart one in you in now thinking there is a possibility that the lady in question is interested in another car. Well, unfortunately, for the sales rep, who is at the showroom, at that moment, his/her thinking is clouded by existing assumption.

Newyorker.com, in their article, on why smart people are dumb, states that: "When people face an uncertain situation, they don’t carefully evaluate the information or look up relevant statistics. Instead, their decisions depend on a long list of mental shortcuts, which often lead them to make foolish decisions". 

The sales rep is not, technically, facing an uncertain situation. He or she is accustomed to see women, described above, walk into showrooms enquiring about cars. The challenge is that their brain is preconditioned to think in one direction, 'she is looking for a car which is low in cost. There is nothing wrong in that thinking because the sales rep may be right. The problem is, what if?

'If'. The legendary Spartan reply to the threat raised by Persians.

Comparison

We are hard wired to compare any experience with our previous experiences. This has helped us survive for so long. During our hunting and gathering times (i.e centuries ago), our ability to learn from our experience helped us protect ourselves from harm. We learned and adapted.

It worked as long as the external factor remained constant. Think about behaviour of wild animals. They haven't changed much over the centuries. This meant that as and when humans adapted, hunting became more effective.

In the world we live in, the external factor keeps on changing while our brain functions the way it did centuries ago. In the above example of the lady in a car showroom, the human brain is wired to tap into social stereotypes and existing previous experiences. If the culture where the rep is from doesn't have women driving car, then the likely hood of the rep concluding that the lady is only window shopping is very much possible (unless the rep had different experience to pick from).

If the rep is from a society where women drive cars and that too expensive ones, then the chance of rep engaging the lady is high.

What if the rep came from a background where women didn't drive and has experience of women purchasing expensive car from the showroom?

This is where the rep would presume or in simple terms, 'make a guess'. It's interesting to note that the rep is not willing to question the client further to understand their need but is likely to make decision on 'gut' feeling. Again, the rep is neither right nor wrong.

My fellow trainer shared an example where a school representative made a 'guess'. He and his wife were searching for school for their kid. During an interaction with a representative of a particular school, my friend asked a question, 'Does your school address the need for children with special needs'?

The question put the representative in bind. What do you think the rep should have done and what do you think the rep did?

The rep made a 'guess' and unfortunately, it was the wrong guess. I didn't ask my friend the 'guess' the rep took for not wanting to hurt his sentiments.

The reason why the rep didn't ask any questions can be attributed to confirmation bias.

Confirmation Bias

Definition for Wikipedia: Confirmation bias, also called confirmatory bias or myside bias, is the tendency to search for, interpret, favor, and recall information in a way that confirms one's preexisting beliefs or hypotheses.

Our brain is complex and funny. Example: Let us suppose that you think that someone is avoiding you. It can be your boss, girlfriend/boyfriend, colleague etc. You give them a phone call and the person doesn't respond. It is easy for you to confirm that your theory is right. While there are many variables at work for the other person not to answer your phone, your conclusion is simple and it confirms with you existing thinking.

Let us suppose that you have been given a not so good feedback about your work. Negative thoughts start flooding your mind and you will start to believe that the person who gave feedback doesn't like you. Now, any action that person takes will reflect to you as though they are against you. There are many examples in our personal and professional lives that I can bring to your attention but that will take another blog which I don't intend to write.

Here we are concerned about sales, selling and the effect. A sales rep will always look deep inside their brain to confirm their existing thoughts and patterns. These thoughts and patterns are heavily influenced by the culture, upbringing, religion and other variables. In such scenario, the decision as to what the client wants is driven by 'gut' feeling.

How to avoid such traps?

The most important step is to accept that we are all prone to assumptions and presumptions. We are humans and our brain has functions primarily concerned with our survival. So, there is nothing wrong in our brain guiding us to assume and presume.

Think about how our parents and ancestors holding to existing believes even though evidence points otherwise. They hold onto their belief because that's how they have been trained. They are not willing to challenge them. They are not allowing their brain to operate or create different avenues of thinking. It's not that their thinking is wrong. It's just that by thinking in a unilateral direction, they don't let opinions that's contrary to their thoughts. This blocks the ability to think holistically. Let us not do the same.

Our philosophy of Mother, Father, Teacher and Divine has trapped us from freeing our minds from existing notions and believes. We are conditioned not to challenge our own thoughts and patterns. The same reflects in sales.

Sales reps who sold 10-15 years back had faced different challenges than today and yet the new generation of sales reps are expected to follow their footsteps. Mobile has changed, laptop took over desktop, smart TV's rule our houses while sales methodology remains same. Something doesn't seem right.

Challenge your existing thoughts and patterns. For a moment, assume that may be your presumptions and assumptions may need altering and that's not bad. Give your brain a chance to change your way of looking at clients. Don't just go by their way of dressing, talking and old notions. Accept that times have changed and so has people behaviour.

This is a battle you will have to do with yourself. Create a skeptical sales mind. Ask yourself at different stages of client conversations, 'Am I biased towards a particular way of thinking?', 'Could there by any other possibility that I'm unable or not exploring at the moment?'. It will take time to built this kind of thought.

Step 2 is to start asking clarifying questions to clear any uncertainty. In the above example of the lady client, the rep could ask couple of questions to narrow down to what she is looking for. Questions like, 'What kind of car do you have in mind?, What is your primary criteria, mileage, budget or any other aspects?, Are you looking the car for yourself? etc'.

Connecting to what I wrote above, asking open to questions to clients is another way to challenge you existing held belief. These questions will come to your mind if you are ready to challenge your 'gut' feeling. Again, remember, 'gut' feeling is not a wrong feeling or bad feeling. It's just that we need to realign our mindset to changing circumstances, allowing our brain to be rewired with different options. Think of it as finding out different routes to reach the same destination.

Long back, when I was attempting CAT exam (I didn't get top percentile in case your are wondering), my faculty shared a thought. 'Top MBAs and normal MBA will likely come at the same result'. A thought sprang into my mind, 'then why the hell should I struggle or what difference will it make?'. The faculty continued, 'It's the process at which they arrive the conclusion that matters'. For years I struggled with that explanation. Today, I get it.