An example of “Conceptual Priming” was displayed in a study where participants were shown pictures of food and then asked to complete the following word…… SO_P. Virtually all of the participants completed the word as “SOUP”.
Another group of participants were shown pictures of bathing, washing and cleaning. They were asked to complete the same, “SO_P” puzzle by filling in the missing letter. This time overwhelmingly the answer was “SOAP”.
In both instances the puzzle was the same, only the context in which the puzzle was presented changed. This is the “Priming Effect” at work. Our brains are constantly reviewing the world around us for clues and data, by which we make decisions.
How can we make use of priming in a sales situation?
A common practice in sales is the the use of testimonials, which plays to the “Principle of Social Proof”. This principle states that people often do what other “similar” people do.
The use of testimonials will become far more compelling in the mind of the buyer, if the testimonial is mentioned early in the engagement, presented as a simple statement, unrelated to the information that is to follow. In this context a priming effect has been created in the mind of the buyer in which a similar person found the product/service that you are now going to present to be of value, useful and something they wanted/needed.
Testimonials used early and properly in a presentation will have an overwhelming positive effect!
Have you used this technique?
For more information or to discuss your particular situation contact us at the following…
www.transformativesalessystems.com
765-623-5623