Decision-making Science

People are 2-3 times more motivated to make a change to avoid a loss than they are to achieve a gain

– Daniel Kahneman “Loss Aversion”

understand how and why buyers frame value and make choices

We’re just going to come out and say it: “Best practices are not always the best practice.” In other words, you can’t necessarily make a salesperson become someone they’re not. And why would you want to?

A more reliable and consistent approach is based on understanding how and why buyers frame value and make choices—a buyer-centric model backed by decades of rigorous research. By employing an approach based on decision-making science throughout the buying cycle, you give yourself the best chance of getting prospects to say “yes” to making a change, and “yes” to choosing you.

For decades, social psychologists have conducted experiments to better understand the hidden forces that motivate how and why we make decisions. If you can understand these forces at work, and how they create urgency and guide prospects toward change, marketers can be more effective at developing status-quo busting stories, and salespeople can be better at telling them.

Our customer conversation system integrates findings from several decision-making science disciplines, including neuroscience, behavioral economics, and social psychology. By leveraging principles from these fields, and by appealing to the decision-making part of the brain, marketers and salespeople alike will be better prepared to tell provocative, visually compelling stories throughout their customer conversations.

Best Practices Aren’t a Best Practice.

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