Sold Before you Say a Word
How preconditioning affects our choices
2 Feb 2007

It’s been one of those days; Ben has made several calls today with mixed results. One has really got him pondering what he is doing wrong. A customer decided to go with a competitor whose salesman has a questionable reputation. The competitive sales person promises a great deal, most of which he and his company rarely delivers. The product quality is ok yet not equal to Ben’s equipment.

Ben had questioned the customer about the purchase decision only to get a vague answer about feeling better about the other company despite the known reputation and pricing was not the issue.

As Ben pulls up to the coffee shop to take a break and clear his mind, he sees a salesperson from a different company, Susan, she is also taking a break and they sit down together for coffee. Ben tells his story about the lost sale and how he doesn’t understand what he did wrong or missed. Susan indicates she might have some insight as she knows the customer and some of his connections.

“You see Ben, this customer knows John at BBC and he thinks this other sales person walks on water, even though BBC has had problems with him and his promises. I bet John told your customer to trust this guy even though your customer knew about the problems BBC had been having.” Says Susan.

“That doesn’t make sense!” retorts Ben.

“You’re right” says Susan, “It is not logical, but you have to understand most people do not realize how preconditioning affects their decisions.”

(For those of you not in sales, hang on, this applies to all communications.) .....MORE...