the yes factor: how to persuade business buyers to say yes

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www.earnest-agency.comIn B2B marketing,were in the business of

PERSUASION

Image: Unsplash.com

www.earnest-agency.comEveryday we persuade people we often dont know to:

Open our emailsVisit our websites

Download our white papers

Watch our videos

Follow us on TwitterAnd even once in a while, buy something from us.

www.earnest-agency.comIts all about persuading people to say

YES

Image: Flickr

www.earnest-agency.com

The buyers pipeline requires a series of micro-yesses before getting to that macro yes.YES[Brandon Stamschrar, MECLABS]The thing is:

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/095

www.earnest-agency.com

So what

makes people

say YES

?

Image: Earnest

6

www.earnest-agency.com

Each micro yes is about perceived value v perceived cost.

[Brandon Stamschrar, MECLABS]

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/097

www.earnest-agency.com

But when making micro-yesses buyers dont:

Evaluate all the options

Investigate each option fully

Apply everything they know

Assign a value and cost to each option

Image: Unsplash

Because> They havent got the time> Theyre subject to biases> Theyre stifled by choice> Theyre inherently lazy thinkers

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And the big one:

THEY HATERISKImage: Flickr

www.earnest-agency.com

When making any choice our first instinct is not to choose the best answerbut the answer which minimises the harm we personally can suffer in the worst case outcome.

Aka. to MINIMAX[John Von Neumann via Rory Sutherland]

http://www.spectator.co.uk/life/the-wiki-man/9212431/this-strategy-won-eurovision-it-could-also-save-your-life/

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0910

www.earnest-agency.com

Others call this SATISFICING(To Satisfy + Suffice)

CHANCEWhere buyers opt for the low risk, easy solution rather than searching for the best possible solution.No thanks

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0911

www.earnest-agency.com

And theyre not even aware of it.

Because 85% of decisions are made by the unconscious part of the brain.

[Martin Lindstrom, Buyology]Image: Flickr

http://www.b2binternational.com/b2b-blog/2010/04/19/could-neuroscience-be-a-new-research-method/

12

www.earnest-agency.comIt means the micro-yesses even for the biggest decisions

are lessRATIONALthan we thinkImage: Unsplash.com

www.earnest-agency.com

So the big question is what makes business buyers more likely to say

Yes

YesYes?

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0914

www.earnest-agency.com

Essentially, we need to be aware of how people think because it influences how they make decisions.Image: Shutterstock

www.earnest-agency.com

There are two ways:

&FASTSLOW[Thanks Daniel Kahneman]

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0916

www.earnest-agency.com

FASTAka. System 1 or Autopilot

Operates automaticallyAssesses whats going on in our environmentDetermines whether we should direct more attention to a task Image: Unsplash.com

It helps us makeSNAP JUDGEMENTS

Serving asOUR FILTER OF THE WORLD

P.SIt also determines whether buyers pay attention to your communications or not *

* Unfortunately typically not

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0918

www.earnest-agency.com

Because without it, things like this would kill us.Image: Unsplash.com

www.earnest-agency.com

And then theres the other way of thinking

Aka. System 2 or PilotSLOWImage: Unsplash.com

20

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THETHINGS SYSTEMONEFINDSHARDTOPROCESS[OUCH]

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0921

It means System 2 requires:

ATTENTION

EFFORT

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0922

But remember were

www.earnest-agency.com

LAZY THINKERS(you, me & even your buyers)so we try to make our lives

easier by substituting

difficult questions with

simpler ones

Image: Shutterstock

www.earnest-agency.com

So when it comes to asking the question:

Which of these service providers will do the best job?

Buyers can end up asking:

Which of these sales people do I like the best?

BIAS ALERT

Which of these brands will my boss have heard of?

Isnt it easier to go with the guys weve always used?Image: Flickr

SYSTEM 2As B2B marketers we tend to design for System 2, but its POINTLESSif we never break through System 1.Score:000

25

Especially when in most cases, people make decisions like this

InputDecisionSystem 1AutopilotSystem 2Pilot

26

www.earnest-agency.com

The fact is even if you sell something thats BIG,COMPLEX and CONSIDEREDyouve got to break through their System 1.

Image: Unsplash.com

www.earnest-agency.com

Because if they dont:

Open your emails

Download your content

Attend your events

Take your calls

The Micro-YessesYoure being filtered out

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0928

www.earnest-agency.comHow long have you got?

Ad in popular magazines 1.7 secsAd in trade journals 3.2 secsPoster 1.5 secsMailing 2 secsBanner ad 1 sec

You need to make first impressions count [Via Phil Barden, Decoded]Image: Unsplash.com

Phil Barden, Decoded.

29

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So how do you make the cut?EASY does it

Image: Unsplash.com

www.earnest-agency.com

Make it easy for buyers

YesYesYesso you secure that micro-yesEVERY TIME

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0931

www.earnest-agency.com

Because if you make it easy

theyre more likely to

Likewhat they see andBELIEVEwhat you have to say

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0932

DO NOTHING

[Some call this Status Quo bias the fact is most people just hatechange] As the easiest thing in the world for them is to:www.earnest-agency.comImage: Unsplash.com

www.earnest-agency.com

COMPLEX

=COGNITIVE STRAIN=HARDER TO UNDERSTAND=PAINFULHIGHER PERCEIVED

=

RISK

34

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What does EASY look like?

EASEFeels familiarFeels trueFeels effortlessFeels goodRepeated experienceClear displayPrimed ideaGood mood[Causes and Consequences of Cognitive Ease: Thinking, Fast and Slow]

Causes and Consequences of Cognitive Ease35

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And this is where BRANDING pays dividendsImage: Unsplash.com

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Its all about buildingFAMILIARITY and FAVOURABILITY[See its not going to kill you this time]Image: Unsplash.com

www.earnest-agency.com

And its why we prefer brands

we KNOW

rather thanbrands weve NEVER heard of before

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0938

www.earnest-agency.com

EASIER TO PROCESS

Because the things we are MORE FAMILIARwith are

The experience of familiarity has a simple but powerful quality of pastness that seems to indicate that it is a direct reflection of prior experience.[Larry Jacoby]Image: Unsplash.com

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And simply being EXPOSED to one BRAND more than another can have the desired effect.

BRAND

BRANDBRANDBRANDBRANDBRANDBRANDBRANDBRAND

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0940

www.earnest-agency.com

Research shows that people tend to develop a PREFERENCEfor things simply because they are more familiar with them.*

* The Mere Exposure Effect [Robert Zajonc]

Research shows that people tend to develop a PREFERENCEfor things simply because they are more familiar with them.*

* The Mere Exposure Effect [Robert Zajonc]

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0941

www.earnest-agency.com

Novel stimulus leads to afear and avoidance response.

But with REPEATED EXPOSURE,the stimulus causes less fear. We even react fondly to it.

[Often without knowing it.]

Brandon Stamschrar, MECLABS

Author of Lead generation for the complex sale

http://b2bleadblog.com/2013/0942

It may explain why you c