Have you ever thought of marketing and sales through the eyes of science? In this Expert Insight Interview, Sean Doyle discusses cognitive marketing. Sean Doyle is a Co-founder, Principal, and a Director of Strategy at FitzMartin, as well as published author and speaker.
The interview discusses:
- Point of View
Point of View
Marketing should support sales. Transtheoretical science of behavioral change teaches us how people change their actions based on their points of view. And this science is important in this case because it can be applied to customer decision journeys. It can motivate customers to make their decisions. It is easy to create awareness, however, awareness does not help sales in the long run. What does helping sales, in the long run, is convincing customers to emotionally participate in changing their behavior. In B2B industry, that can be changing the way how a company does some of its processes for instance.
When people decide to make a commitment to something they feel strongly about it, the first reaction is a relief, but the long-term outcome depends on the will power. With the help of behavioral science, salespeople and marketers can help people to make tough decisions. There are two parts of commitment, private and public. First comes private which leads to the public. In B2B world, when you try to sell something to the other business, you firstly must lower the risk and create a feeling of safe and private commitment with the person you talk to, so that person has the reason to take out the commitment publicly. For example, if you are trying to sell CRM software, you should convince prospective buyers that CRM purchases would, besides other advantages, enhance his career as well. That way, the prospective buyer will have an emotional and rational need to publicly share that idea with his coworkers and executives. The same way you can look to see in which stage your prospective deal is. If the person you talked to at first still did not make the public commitment about it, then your deal requires more work to reach the next stage. Sales understand these cycles, but many marketing agencies do not know all the stages of sale. Every marketing agency can talk about beginning stages but not many can talk of end stages. And the ones who do not know end stages are simply insufficient resources for supporting the sales. However, the marketing department has the potential for improvement, and the only thing needed for that is time invested to join sales meetings and activities to learn from them.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.