April 10, 2024

Cognitive Dissonance in Sales

Let’s say you have been invited to a corporate event but the football game is on and you don’t really want to miss it. What do you do?

You justify to yourself that missing one event is not going to jeopardise your work commitment and really, no-one will mind one absence.

This is what psychologists call cognitive dissonance. Two thoughts in conflict and you choose the one that creates no internal conflict.

Most salespeople don’t recognise cognitive dissonance and see it as a deliberate stalling technique.

The fact is, the client reacts this way often due to feeling under pressure by the salesperson, which they see as a challenge to their beliefs and identity as a person.

So, what do you do when you recognise this indecision in a prospect?

Be mindful that often when people are faced with too many choices, they become paralysed and do nothing at all.

If you see that the client is in two minds about choosing an agent, make it easy for them to say yes to you by giving them reasons to go with you.

Build value by informing the client of three key things you do better than anyone else.