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The Podcast Journey – WI Episode 9

On this episode, Tim and I chat about getting people to take action,

How to get people to act

Buyers tend to avoid conflict, hesitate in the face of change, abhor the unknown, and are averse to risk.

We feel, and then we think.

The human brain is a pattern monster, ignoring most incoming data so it can focus on things that stick out—different, new, dangerous. decisions.

A heuristic is a mental shortcut that allows humans to make quick decisions in the thick of complexity—while incurring the least amount of effort and cognitive load.

The power of the subconscious mind and how it holds sway over your buyer’s emotions, behaviour, interpersonal interactions, likes, dislikes, perceptions, and decisions is something every sales professional must understand and learn to leverage.


  • Status Quo: We don’t like change. When faced with options, we will choose the one with the least risk.
  • Fear of Loss or safety: We are more focused on avoiding threats than maximising opportunities. One of the key reasons, people don’t commit is because of the fear of negative future consequences.
  • Confirmation bias: People are drawn to things that confirm their position and ignore contradictory evidence.
  • Sunk cost fallacy: People believe that they can recover their losses by continuing to do the same thing.

Get your message to be different / stick out

When your sales behaviours fall into an expected pattern, you will not differentiate, and you will not garner attention. Different sells. Make it bright and shiny.


Asking is the most important discipline in sales. You must ask for what you want, directly, assumptively, assertively, and repeatedly.

The fear of rejection is the most treacherous disruptive emotion for salespeople.

When salespeople demonstrate confidence and ask assertively for what they want—appointments, next steps, and buying commitments—prospects say yes 50 to 70 percent of the time. Confident messages increase the probability that you will get a yes.

You must directly, quickly, and concisely get to the point. Asking directly for what you want makes it easier for your prospect to say yes.

One of the truths about human behaviour is that people tend to respond in kind. “People are extremely good at picking up on other people’s emotions—both negative and positive—without consciously trying,” writes Shirley Wang in her article “Contagious Behavior.”1 Emotional contagion is primarily an automatic subconscious response that causes humans to mirror or mimic the behaviours and emotions of those around them.

Keep it simple

Less is better, Make the choice and value clear.

Emphasise impact

Make it clear the impact of doing nothing.

Get micro commitments

Asking for and getting micro-commitments and consistently getting to the next step accelerates pipeline velocity. Deals with forward momentum have a higher probability of a win and a lower chance of stalling.

Give people a choice

People have a predictable tendency to rebel in the face of a debate or when choices are taken away from them. When someone tells you that you’re wrong, your response is quick and emotional (even when you really are wrong): “Oh, yeah? I’ll show you!” Psychological reactance unleashes your inner brat.

Build trust

Build trust one brick at a time.

Provide guarantees

Reduce the risk. Tell them they are doing the right thing.

Make use of references

Prove you have done it before. References influence the confirmation bias.


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