Cognitive Biases

In our previous episode, John Asher covered the 6 Most Important Cognitive Biases a Salesperson Must Overcome.
In this episode, John talks about the next six cognitive biases out of the 47 that pertain directly to sales and marketing: 
Status Quo Bias
Rationale and Consistency Biases that go together
Clear Distinction Bias
Active Emotional Engagement Bias
Commitment Bias
John also went over the best architecture of a customer story.
Start with the buyer's need and any emotions expressed by them
Relate the story directly to the buyer
Include the details of how you helped them so they can see you were really involved
Include the financial benefit the buyer got
Tell the story about how the buyer's emotion was at the end.

There's been this international consortium of neuroscientists in 70 countries, sharing their research, sharing their studies in the cloud. So all of them get to see what everybody else is doing. The growth of this knowledge is really just exponential. If you go to Wikipedia and type in cognitive bias, see there are 184 of them. Asher Strategies has analyzed all 184 of them and boiled them down to 15 or 20 of them that apply really directly to sales that can have a big impact. In most cases, they apply to marketing as well. We are covering the first six in this episode of Asher Sales Sense.
compliment bias
reciprocity bias (The Chinese call this Ren-Chang-Ching)
similarity bias 
anchor bias
single option aversion bias
choice paradox bias