Topic: Behavioural Tricks for New Business Persuasion - Understanding cognitive biases and behaviours - Key areas to remember when trying to win that new business - 3 ways to use cognitive biases to your advantage (and score that client!) - How your competition is already using these findings to their advantage - Top tips for further reading

1. RINGO MOSS
@ringomoss / @PositiveBristol

2. WE ALL MAKE MISTAKES
BEHAVIOURAL TRICKS
FOR PERSUASION
@ringomoss / @PositiveBristol

3. WHO AM I?
@ringomoss / @PositiveBristol

4. WHO AM I?
STRATEGIST
@ringomoss / @PositiveBristol

5. @ringomoss / @PositiveBristol
- DIGITAL AGENCY
- CHARITY NFP
- EFFECTIVENESS
- DIGITAL STRATEGY
WHO AM I?

6. WTF ARE
COGNITIVE BIASES?
@ringomoss / @PositiveBristol

7. - Systematic deviations from reason or rationality.
- They are often the reason we assess choice badly.
- They control all of our lives in weird ways.
- They are fairly consistent across populations.
WE CAN USE THEM TO OUR ADVANTAGE.
COGNITIVE BIASES
@ringomoss / @PositiveBristol

8. - Strengthen Arguments
- Influence Decisions
- Persuade
- Anticipate Reactions
- Make Connections
WHY PEOPLE DO WHAT THEY DO.
COGNITIVE BIASES
@ringomoss / @PositiveBristol

9. DELICIOUS EXAMPLES
@ringomoss / @PositiveBristol

10. VON RESTORFF EFFECT
@ringomoss / @PositiveBristol

11. An item that sticks out is more likely to be remembered,
talked about (and chosen) than other items.
VON RESTORFF EFFECT
@ringomoss / @PositiveBristol

12. - BE MEMORABLE | BE REMARKABLE (OBVIOUS RIGHT?)
VON RESTORFF EFFECT
@ringomoss / @PositiveBristol

13. VON RESTORFF EFFECT
@ringomoss / @PositiveBristol
via @timcaynes

14. VON RESTORFF EFFECT
@ringomoss / @PositiveBristol
via @timcaynes

15. In all all of your communications with existing and new clients
make sure that you STAND OUT.
- Language (A list of 10 unusual descriptors)
- Presentation (Packaging and hard copy proposals)
- Experience (Pitch Theatre, Meeting Menus)
- Personality (Be a peacock)
VON RESTORFF EFFECT
@ringomoss / @PositiveBristol

16. PRIMACY / RECENCY
EFFECT
@ringomoss / @PositiveBristol

17. Things near the end of a sequence are the easiest to
recall and choose, followed by the items at the
beginning of a sequence; items in the middle are the
least likely to be chosen.
PRIMACY / RECENCY EFFECT
@ringomoss / @PositiveBristol

18. - GET IN THERE FIRST (OR LAST)
PRIMACY / RECENCY EFFECT
@ringomoss / @PositiveBristol
Sequence
Recall/Choice
Primacy
Recency

19. BE LAST | OR FIRST
- Proposals, meetings, pitches etc. (Be last / first if possible)
- Options should be ordered for choice. (Not for 3)
- Bookend information in presentations (mix it up if you can)
- Make a phone call as soon as you can for opportunities
- “First Impressions Last"
PRIMACY / RECENCY EFFECT
@ringomoss / @PositiveBristol

20. PEAK END RULE
@ringomoss / @PositiveBristol

21. That people seem to perceive not the sum of an experience
but the average of how it was at its peak (e.g. pleasant or
unpleasant) and then how it ended.
PEAK END RULE
@ringomoss / @PositiveBristol

22. - END ON A HIGH
PEAK END RULE
@ringomoss / @PositiveBristol
Time
Experience
Peak End
End

23. Keep your peaks up, and end with a bang
- Set Clear, S.M.A.R.T Objectives (So you can meet them)
- Celebrate Success (Creating peaks)
- Celebrate Client Anniversaries (Assess / Creating peaks)
- Regular Wash Ups (Creating peaks)
- Structure Agendas (That end on a high)
PEAK END RULE
@ringomoss / @PositiveBristol

24. PICTURE SUPERIORITY
EFFECT
@ringomoss / @PositiveBristol

25. Concepts that are learned by viewing pictures are more easily
and frequently recalled and subsequently chosen than
concepts that are learned by viewing their written word form
counterparts.
PICTURE SUPERIORITY EFFECT
@ringomoss / @PositiveBristol

26. PICTURE SUPERIORITY EFFECT
@ringomoss / @PositiveBristol
- PRESENT IDEAS AND CONCEPTS USING IMAGERY
CIRCLE
Recall after 3 days Recall after 3 days
10% 65%
Nelson, D.L., Reed, U.S., & Walling, J.R. (1976). Pictorial superiority effect.
Journal of Experimental Psychology: Human Learning & Memory, 2, 523-528

27. PICTURE SUPERIORITY EFFECT
@ringomoss / @PositiveBristol
Be as visual as you can
- Use flows and imagery to explain ideas (Even for email)
- ALWAYS use a designer where possible (Life’s a pitch)
- Present wherever possible (Show, don't tell)
- Screen Shares / Google Hangouts (Instead of results calls)
- Don’t use unnecessary clipart (Unless it explains concept)

28. THE FORER / BARNUM
EFFECT
@ringomoss / @PositiveBristol

29. Individuals will give high accuracy ratings to descriptions of
their personality that supposedly are tailored specifically for
them, but are in fact vague and general enough to apply to a
wide range of people.
Personalisation sells.
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol

30. • You consider yourself to be a creative individual
• You consider yourself to be a business person
• You are a strategic or lateral thinker
• You are either the MD or a founder of a business
• You value attention to detail
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
EVERYONE STAND UP & STAY STANDING IF:

31. FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
WAVE YOUR HANDS IF:
You have short
hair.
SIT DOWN IF YOU DON’T

32. FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
WAVE YOUR HANDS IF:
You are an indie
music fan
SIT DOWN IF YOU DON’T

33. FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
WAVE YOUR HANDS IF:
You run. Recently
completing a 10k
SIT DOWN IF YOU DON’T

34. FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
WAVE YOUR HANDS IF:
You support
Arsenal
SIT DOWN IF YOU DON’T

35. FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
WAVE YOUR HANDS IF:
Your name is Andy
YOU HAVE WON
A PRIZE!

36. • You have a great need for other people to like and admire you
• You have a great deal of unused capacity, which you have not
turned to your advantage
• Disciplined and self-controlled outside, you tend to be
worrisome and insecure inside
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
P.T. BARNUM WAS A SHOWMAN

37. FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
Make your sales approach personal
- Research your prospective clients (get into their head)
- Adopt a similar tone (Speak their language)
- Generalist audience (We specialise in……..)
- Empathise (Understand and replay their challenges)

38. SOME NOTES
@ringomoss / @PositiveBristol

39. SOME NOTES
@ringomoss / @PositiveBristol
It all adds up:
- Marginal gains not panaceas
- Use behaviour in your work too (Marketing, Ads, Comms)
- There are loads more to play with
- Do your own reading, this is just the surface
- Have fun with them
- aaaaand……

40. BE GOOD
@ringomoss / @PositiveBristol

41. FURTHER READING
@ringomoss / @PositiveBristol

42. FURTHER READING
@ringomoss / @PositiveBristol
Check these out for a start:
- Wiki - A great place to start (Cognitive Biases)
- http://changingminds.org/
- http://www.neurosciencemarketing.com/
- http://danariely.com/
- http://www.thewebpsychologist.com/
- Rory Sutherland (Value, real and intangible - wikiman)
- Behavioural Boozenomics Meetup

43. FURTHER READING
@ringomoss / @PositiveBristol
Longer reads:

44. FURTHER READING
@ringomoss / @PositiveBristol
Longer reads:

45. CHEERS
@ringomoss / @PositiveBristol

46. ROUNDTABLE QUESTION
@ringomoss / @PositiveBristol
What is the best (and worst) pitch/
proposal or ‘deal close’ you have ever
done and why?