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Convince the Buyer


It would seem that applying logic, convincing an interlocutor with facts is hard. But no ...


Recall what a buyer's objection is. On the one hand, this is an expression of his fears that he will be in some kind of trouble if he buys the goods on the terms of the seller. But on the other hand, it is the fruit of his own logic. This is a solution to the problem. From this point of view, the buyer with his objection hints to the seller: “I have already found a solution to my problem. If you make my decision, I will buy your product. "


What does the seller do while trying to convince the buyer with logic and facts? The more logical arguments are used, the more they convince the buyer... of his own right. It would seem, “where is the logic?” But the buyer is not a computer, and nothing human is alien to him. Especially cognitive distortions, systematic errors. In this case, three such distortions act immediately:


The Dunning–Kruger effect is a cognitive bias in which people mistakenly assess their cognitive ability as greater than it is. It is related to the cognitive bias of illusory superiority and comes from the inability of people to recognize their lack of ability. Without the self-awareness of metacognition, people cannot objectively evaluate their competence or incompetence.

Always being right: Being wrong is unthinkable. This cognitive distortion is characterized by actively trying to prove one's actions or thoughts to be correct, and sometimes prioritizing self-interest over the feelings of another person.

Emotional reasoning is a presuming that negative feelings expose the true nature of things and experiencing reality as a reflection of emotionally linked thoughts. Thinking something is true, solely based on a feeling.


Hence, no matter what the seller says, the buyer takes these words as a solid proof that the solution he found is the only good one.

This situation might move three ways.


The buyer keeps his own opinion, and the seller keeps his one. Since they can’t find mutual understanding, the deal never takes place. The purchase fell through.


The buyer agrees for appearances, but decides not to buy the goods.


The seller manages to convince the buyer. But in what way did the seller convince the buyer? Only that his solution is no good. But the problem still remains intact! If the buyer understands this, he would not buy the goods. If he buys the goods, but then still runs into a problem, he would feel being deceived by seller. Would he trust this seller (and sellers in general)? Hardly.


As you could see, all three outcomes are empty. Either the buyer does not buy the goods, or as a result of the purchase he feels cheated. Alas.

Turn and Leave | Sales Philosophy. Solid vs. Empty | Manipulate the Buyer

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