How "Theory of Mind" Drives Effective Selling - Deepstash
Ultimate Guide to Reducing Churn

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How to analyze churn data and make data-driven decisions

The importance of customer feedback

How to improve customer experience

Ultimate Guide to Reducing Churn

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ROBERT SEYFARTH

Thoughts are hidden; we don’t see them. The only way we can imagine that thoughts are there and that they cause behavior is if we have a theory.

ROBERT SEYFARTH

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Explore the Customer’s “Hidden Dialogue”

Outward conversations express only part of what the stakeholders discuss behind closed doors. Effective sales professionals seek inclusion in these conversations. They do so by becoming an active participant in the problem-solving process.

They focus less on product features and more on understanding the customer’s take on the challenge or goal at hand. Earning access to the hidden dialogue means rising to the status of a trusted advisor by sharing insights that draw on their previous experience.

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14 reads

Overcome the Customer’s Misperceptions

Theory of mind reminds us that others can suffer from misperceptions.

Sales professionals must be aware of differing perceptions. Customers are performing more solution research independent of the sales professional.

As a result, it’s easy for the customer to develop a false understanding of the challenge and the best path forward. Therefore, sales professionals must first know what the customer knows, then help the customer align with the real nature of the business challenge.

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Bring Relevant Value

Value is subjective. What matters to one customer will be irrelevant to another. To provide relevant value, sales professionals need a clear understanding of the customer’s goals. These goals fit into one of three categories: make money, save money, or reduce risk.

The sales professional must first acknowledge that their information is different from the customer’s information. Moreover, the sales professional must continually track the customer’s information

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Relearning Theory of Mind

  • Sales professionals must remember that their information and beliefs differ from those of the customer.
  • They must take the next step of asking questions to help narrow this gap
  • Remember that this process never ends because the customer's notion of value changes throughout the buying process and across the numerous stakeholders involved.

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11 reads

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allisoncole

International aid/development worker

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