Summing it all up
Billy Beane changed baseball forever. Gone are the days when general managers relied on the subjective opinions of scouts, unknowingly laced with bias. Just as baseball removed bias from their operations you need to remove bias too.
Your job twofold: First, to understand and acknowledge your own biases, and those of your customers and prospects, and then to figure out how to deal with them. If you can do these two things, you can improve your selling immeasurably. For reference, the figure below summarizes how your own biases affect your sales success and some suggestions to deal with them. Remember that bias is everywhere around us and it affects the way we receive information, process information, and give information. Not only us, it’s our prospect’s bias we need to understand too. Bias blinds us to many things and blinds us to the blindness! It affects us in ways we don’t recognize and don’t understand. As sellers, you need to understand these biases and, to the extent possible deal rationally and unemotionally with situations.
In this paper, we’ve discussed only six of the dozens of biases that impact the world of selling. Stay tuned for more information on Moneyball Selling!
Bob Hatcher is the President and CEO of BetterSell Solutions a company dedicated to helping big-ticket, B2B sales organizations achieve their sales goals. Based in New Hampshire, Bob travels the world to conduct workshops and give keynote speeches on bias and how to deal with them.
The concepts of Moneyball Selling are valid regardless of whether you use sales methodologies from Miller Heiman, Richardson, Sandler or the like. Think of behavioral economics as an overlay that will make all your selling more productive.