Unravel the power of "Theory of Mind" in the realm of sales. Discover how understanding others' thoughts and feelings can transform your selling approach, leading to more effective and empathetic interactions with potential customers.
Theory of Mind
By the time we reach the age of 4 or 5, we develop something called “theory of mind.”
- We learn that another person’s knowledge is different from our own.
- A simple study shows how theory of mind works: A child is shown a box with a label reading “Smarties,” a candy. An adult opens the box, revealing that pencils are inside. The adult then asks the child what they think another child will guess when asked what’s inside.
Relearning Theory of Mind
Theory of mind is critical for all aspects of selling
- 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
Resources You Might Be Interested In
How Agile Sales Professionals Use Sprints to Target, Message, and Engage Prospects
- Brief: Engaging Healthcare Professionals with Agile Messaging
- Article: Accessing Growth with Sprint Prospecting
- A new set of skills designed to earn the customer’s attention
Where We Go Wrong
Research in the International Journal of Cognitive Science revealed that “adults do not reliably use this sophisticated ability.”
- If we don’t retain this “theory,” we assume false information and make assumptions, both of which are costly for sales professionals.
- The only way to bridge the gap is to learn more about the customer’s knowledge.
Getting It Right with 3 Key Steps
Explore the Customer’s “Hidden Dialogue”
- Outward conversations express only part of what the stakeholders discuss behind closed doors.
- Bring Relevant Value
- To provide relevant value, sales professionals need a clear understanding of the customer’s goals
- The customer’s initial idea of value rarely matches their final one
