TOOLS OF INFLUENCE: The Subtle Art of 'Priming' for Sales Success

ISSUE: #015

What makes the perfect sales prospect? Aside from needing what we're selling, at the time we are selling it, there's one more 'it factor' that makes for a slam dunk, home run, hole in one, perfect prospect. Perhaps based on the title of the article you might have already guessed it?

A PRIMED prospect is a MOTIVATED buyer. A customer who decides to get on a Zoom call, or moves towards clicking "Pay" in their digital cart, or completes a sales TypeForm, has already convinced themselves they are at least interested in our product or service. This means, we've done a great job at "priming" that prospect, because they're already (at least somewhat) bought-into what we're selling. This isn't just about great marketing, it's also about how well we prime our prospects ahead of each stage of the sales cycle/funnel. In this week's issue of Tools Of Influence, we'll focus on the science and psychology behind sales priming and why it's so effective.

In sales, priming can be a game-changer. It’s not about manipulating clients but rather about creating an environment where they are more receptive to our message. Welcome to "The Subtle Art of Priming for Sales Success," where we'll explore how understanding and leveraging the science behind priming techniques can subtly influence buyer behavior and decisions, paving the way for greater sales success.

To start, let's break down what 'priming' actually means. Priming is a psychological phenomenon where exposure to one stimulus influences how we respond to a subsequent stimulus. Think of it as planting a seed that grows into a particular thought or behavior. In sales, this can be incredibly powerful.

Types of Priming:

There are several types of priming, each with its unique impact:

• Semantic Priming: This involves the use of words that are related in meaning. For example, mentioning "growth" can make concepts like "profit" and "expansion" more salient in our client's mind.
• Associative Priming: Here, we link related concepts. If we talk about "innovation," it might prime thoughts about "cutting-edge technology" or "industry leadership."
• Perceptual Priming: This relies on sensory input. Visual cues like colors and images can trigger associated thoughts and feelings. For example, using the color green in presentations can evoke ideas of growth and stability.

Psychological Basis:

Priming works because our brains are wired to make connections between related concepts. When we are exposed to a stimulus, it activates related memories and associations stored in our brain. This activation makes it easier for us to recall related information and influences our subsequent thoughts and behaviors.

For instance, if we prime our clients with words related to success before a product demonstration, they are more likely to view our product in a positive light. John Bargh, a prominent psychologist, explains:

"Priming is an everyday phenomenon that goes largely unnoticed, but it can have profound effects on behavior."

Relevance in Sales:

In the sales context, priming can shape buyer behavior and decisions in subtle yet significant ways. For example, starting a meeting with a story about a client of ours who is experiencing tremendous success using our product, and is perhaps similar to our prospect. This primes our audience to think positively about the product before we've even discussed its features.

One study explored the influence of music on wine selections in a supermarket. By alternating between French and German music, researchers observed a corresponding increase in the sales of French and German wines, respectively, on the days the matching music was played. Most participants were unaware of the music's impact on their purchasing decisions (CustomerThink ).

Understanding the mechanisms of priming helps us harness its power ethically and effectively. By strategically choosing words, images, and stories, we can create a positive mental framework that influences how our clients perceive our offerings. It could be subliminal (music) or overt (case study), either way we are attempting to burrow into our prospects psyche to increase the likelihood of a positive sales outcome.

In the next section, we'll delve into the science behind priming in sales, exploring how this fascinating phenomenon impacts our brains and behaviors.

Now that we've laid the groundwork for understanding priming, let's dive into the fascinating science behind it! By exploring the neuroscience of priming, we can better understand how it influences buyer behavior and how we can leverage this knowledge to enhance our sales strategies.

Neural Pathways:

Priming works by activating specific neural pathways in the brain, which makes related information more accessible. When we are exposed to a priming stimulus, our brain's associative networks light up, connecting that stimulus with related memories, thoughts, and behaviors. This process happens in the prefrontal cortex, the area of the brain responsible for complex cognitive behavior and decision-making.

For instance, when we hear the word "luxury," our brain immediately activates networks associated with high-quality, exclusivity, and prestige. If we then see a product described as luxurious, our pre-existing associations with luxury influence our perception of that product. This subtle shift in perception can significantly impact our decision-making process.

Behavioral Impacts:

The direct impact of priming on behavior is well-documented. Priming can influence everything from our attitudes and judgments to our actions and choices. In the realm of sales, this means that the way we prime our clients can shape their behavior towards our products or services. So we need to be deliberate in our use of priming to ensure positive outcomes versus unwanted.

Consider the phenomenon of emotional priming. If we start a sales pitch with a heartwarming story about a customer who is in a similar situation as our prospect, and how we helped them overcame significant challenges with our product, we prime our audience to feel empathy and positivity. These emotions can then influence their willingness to engage with our product on an emotional level, increasing the likelihood of a positive outcome. Alternatively, if we unknowingly engage in a negative conversation about the bad weather we're experiencing today, we may inadvertently prime our prospect to subliminally feel our product may result in negative outcomes. Even though our goal was to connect via a mutually shared topic of conversation, such a conversation could have a negative result in the end. It may sound cheesy, but positive vibes DO help create positive outcomes.

In a hospitality study conducted by Bateson, M., Nettle, D., & Roberts, G. (2006) they found that placing images of eyes in common areas of hotels increased the likelihood of guests cleaning up after themselves. The eyes acted as a priming stimulus, making guests feel watched, thereby promoting more socially desirable behavior. This subtle cue leveraged the human tendency to modify behavior when feeling observed, even by a symbolic representation like an image of eyes.

"Our brains are wired to respond to subtle cues in our environment, often without our conscious awareness. This subconscious processing is what makes priming so powerful and effective." Richard E. Nisbett - Renowned Psychologist.

Research by the American Psychological Association showed that priming participants with money-related words increased their willingness to spend. This study illustrates the tangible impact of priming on consumer behavior and highlights its potential in driving sales (APA, 2020).

By understanding the neuroscience behind priming and its behavioral impacts, we can strategically design our sales interactions to prime clients for success. In the next section, we’ll explore practical techniques for implementing priming in our sales strategies, ensuring we can apply these insights effectively and ethically.

Now that we have a solid understanding of the science behind priming, let's explore how to put this knowledge into practice.

Language and Messaging:

Words are powerful tools that can shape our clients’ perceptions and decisions. Using specific language and phrases can prime buyers to respond more favorably to our products or services.?

For example, consider the difference between saying, "Our software has a user-friendly interface," versus, "Our software is designed to make your life easier and your work more efficient." The latter not only describes the product but also primes the client to feel that their life will improve with its use.

To implement language-based priming:

- Use positive, outcome-focused language that aligns with your client's goals and aspirations.

- Prime clients with success-related words such as "growth," "achievement," and "transformation."

- Avoid negative or ambiguous terms that might create doubt or hesitation.

Visual Cues:

Visual stimuli are highly effective in priming because they are processed quickly and can evoke strong emotional responses. The colors, images, and layouts we use in our sales materials can significantly influence how clients perceive our offerings.

For instance, the color blue is often associated with trust and reliability, making it an excellent choice for financial services presentations. Green evokes growth and stability, which can be effective for environmental or investment products. A study by the University of Chicago found that using specific color schemes in advertisements could prime consumers to perceive products as higher quality (University of Chicago, 2019).

To apply visual priming:

- Choose colors that align with the emotions you want to evoke.

- Use images that depict positive outcomes and satisfied customers.

- Ensure the overall design is clean and professional to prime perceptions of quality and reliability.

Environmental Priming:

The physical environment in which we conduct sales interactions can also prime clients in subtle ways. Creating a conducive atmosphere can make clients more receptive and comfortable, positively influencing their decision-making.

When entering a conference room that’s brightly lit, with comfortable seating and a welcoming ambiance, we prime our clients to feel relaxed and open, as opposed to a stark, cluttered, or uncomfortable environment which will instill the opposite feeling. This applies to our Zoom backgrounds as well!

To set up effective environmental priming:

- Ensure meeting spaces are clean, well-lit, and aesthetically pleasing.

- Include subtle cues like plants or artwork to create a positive atmosphere.

- Control sensory inputs like scent and sound to enhance the client experience. For example, a light, pleasant fragrance and soft background music can create a calming effect.

Consider how a tech company could use environmental priming to great effect. Before pitching an innovative software solution, they invite potential clients to their sleek, modern office space. The environment is designed with cutting-edge technology and contemporary decor, subtly reinforcing the company’s brand as innovative and forward-thinking. This will almost certainly prime their clients to view their solutions as advanced and reliable, leading to higher engagement and sales.

Same goes with our pitch materials, our website, and any other collateral that a prospect might engage with. How would a sales presentation that resembles a Word Doc, or a 90's looking PowerPoint, potentially make a prospect feel ahead of, or after, a sales presentation?

According to the Journal of Marketing Research, companies that measure and refine their priming techniques see a 20% increase in sales efficiency (Journal of Marketing Research, 2021). This statistic underscores the importance of not only implementing priming strategies but also rigorously measuring and optimizing them for maximum impact.

By integrating these practical priming techniques into our sales strategies, we can subtly influence our clients' perceptions and decisions, paving the way for greater success.

Wrapping it up:

Priming is a subtle yet powerful tool that can significantly influence buyer behavior and decisions. By understanding the mechanisms of priming, exploring its scientific basis, applying practical techniques, and rigorously measuring its impact, we can enhance our sales strategies and achieve greater success. Emotional intelligence and priming are not just about closing deals; they are about building meaningful connections and creating a positive, lasting impression. So let’s embrace the subtle art of priming to not only sell more effectively but also to foster deeper, more trusting relationships with our clients.

References

Daniel Kahneman, Psychologist and Nobel Laureate: ["Priming is a form of implicit memory effect in which exposure to one stimulus influences the response to another stimulus."](https://www.nobelprize.org/prizes/economic-sciences/2002/kahneman/facts/ )

John Bargh, Psychologist: ["Priming is an everyday phenomenon that goes largely unnoticed, but it can have profound effects on behavior."](https://www.apa.org/news/press/releases/stress/2011/priming )

Journal of Consumer Research, 2018: [Study on the impact of priming on purchasing decisions](https://academic.oup.com/jcr/article/45/3/541/5090081 )

Richard E. Nisbett, Psychologist: ["Our brains are wired to respond to subtle cues in our environment, often without our conscious awareness."](https://www.nisbett.com/ )

American Psychological Association, 2020: [Research on money-related priming and spending behavior](https://www.apa.org/news/press/releases/2020/10/money-priming )

University of Chicago, 2019: [Study on the impact of color schemes in advertisements](https://www.uchicago.edu/research/ )

Robert Cialdini, Author and Psychologist: ["The words we use can significantly shape our clients' perceptions and decisions."](https://www.influenceatwork.com/ )

Journal of Marketing Research, 2021: [Impact of measuring and refining priming techniques on sales efficiency](https://www.ama.org/journal-of-marketing-research/ )