598: 5 Scientifically Proven Behavioral Hacks to Increase Sales w/ Mark Dimassimo

ABOUT THIS EPISODE

In this episode we talk to Mark DiMassimo, Founder & Chief at DiMassimo Goldstein.

LinkedIn: https://www.linkedin.com/in/mark-dimassimo/

Looking for a guaranteed way to createcontent that resonates with your audience start a podcast interview,your ideal clients and let them choose the topic of the interview, because ifyour ideal clients care about the topic, there's a good chance, the rest of youraudience will care about. It too, learn more at sweetfish media com, you're, listening to the BE TB groteshow podcast dedicated to helping B to b executives and chief explosive grownwhener you're looking for techniques and strategies or tools and resources.You've come to the right place, I'm Jonathan Green and I'm James Carbary.Let's get it into the show. Welcome back to the beautyby growthshow we are here today with Mark de Masimo. He is the founder in chief atDomasimo, Goldstein Marae, you doing today I'm doing great thanks so muchgood to be here good. I am 'm very excited to chat with you today MarkBased on conversation. We were just having offline we're going to betalking about scientifically proven, behavioral hacks that our listeners canstart using today. So these are superpractical. You'Reyou were walkingme through Hem. Just now, I'm really excited to share these, but before wedo that, I'd love to give our listeners just a little bit of context, talsabout what you and your team are up to at at Te Masimo Gold steeme. So theBasmo Gol Sciene is a twenty one year old, independent, fast growing ink fivethousand the last four years in a row advertising marketing design. We call ourselves aninspiring action agency. Our obsession is behavior change. Marketing, behaviorchange, marketing is all about building brands and businesses by helpingorganizations help people change their decisions and their habits change theirbehaviors. I really believe this. This comes from a philosophy. I reallybelieve that today, with all the choice that's out there and with all theconnectivity that's out there, people go to market in order to improve their lives, tobecome something yeah, and there is no change without changing behavior, andso people are actually looking for marketers to help them move theirdecisions and their habits in the right direction in order to get what theywant in life be what they want to be in life, and you know, I feel that in asense, the market places a battle ground between those that wouldinfluence you in order to kind of make your life worse and those who wouldinfluence you in order to make your life better, and you know for me, Iwant to be on the side of making it better and that's what we're all aboutN. I love it. I love it and so as we're talking about this before we startedrecording mark you mentioned thereare, being two brains and, and so you said,there's you w there's the allegator brain and then there's what you callthe deliberative brain. Can you tell us...

...about these two brains and then we'regoing to dive into to some tools? So this is a metaphor from from abrilliant professor, dynamic, professor at the Yale School of management whofocuses on behavior economics and behavioral science, and her name is ZoiZoi chance and s Oly Chances. Metaphor is an this is you know, based on herreview of of enormous amounts of behavioral science data, so beavrialscience behavior Al Economics, clinical intervention, mobile intervention,there's a lot of research out there these days that you can tap into as abe to be sales, oriented, marketer M, an she's she's done a lot of work forHou. So she says there are two kinds of brains: There's the alligator brain andthe alligator brain is it's unconscious, it's immediate in its reactions, it'sviseral and emotional, and you know that is in contrast to this other brain,which is deliberative, conscious, slow, sequenthal thoughtful. So you knowpeople say: Oh, these are metaphors. These aren't really two brains, the more we have scienced the more werealize there really are two systems for how we respond our unconscioussystem. The alligator brain in this other system, so you W, there's,there's truth to this metaphor, it isn't merely a metaphor so going backto the the alligator brain which is kind of what we think about withouteven consciously thinking that we're doing it is that right, that's exactlyright! Okay, it's the reason. We we make decisions that we that are notreally rational, godwy. You know, because, because we react so quickly inreactive ways, we don't even consciously understand, and so what aresome tools that the beato be marketers. Listening to this, the the folks in thesales organization. Listening to this, what are sobe tangible tools that theycan use to kind of understand these th G and and really engage their buyers,engage that alligator brain. You know the part of their brain that the buyerdoesn't even really know that you know this is why I'm reacting the way I amor a great great question, because that's exactly what they need to dothey need to if they, if you want to amp your success in b, to b Bta besails, you need to engage the alligator brain. You! No one wins on thedeliberative brain. The deliberative brain can't even take action. I it's it. It will sometimes h act inservice of the alligator brain in order to sort of prevent isasters right, butin fact it's the alligator brain that you've got to go for so you know one ofthe biggest issues in Inbee to be marketing and I'm just going to zeroright in on sales, I mean: We've all had it the the prospects appointment with youis not their top priority right, so we...

...work so hard to get on the schedule andthen the day comes in a certain percentage of our prospects cancelthose meetings. What if I could tell you a behavioral hack, that woulddramatically increase the number of those meetings that actually happen. Iwould say please tell it to me. Okay, so one avenue to the alligator brand isthe avenue of attention and the principal. Is this the more you can getthat alligator brain to pay attention the better you will do with thatprospect. So here is in experimentally, proven hack. This is this comes out ofexperiments that they actually did up it ye. It's called the attention bias. If you can get the prospect to spendjust a little bit more time on planning your meeting, they are much more likely to show upfor that meeting to Gev. That meeting, so here is how you do it a lot ofpeople say: okay, can I get a meeting on the book and the prospect says sureThursday at eleven I've only got a half hourokay. Here's what you do you don'tjust say great. I've got a meeting shut up, don't ruin it! No! You gotto goagainst that instinct and do the opposite. You have to respond and say Iwant to be clear on where we're meeting so okay. Now they have to respond aboutwhere they're meating. Can you tell me a couple of other things? You know I'mdriving I'm going to take. Ninety five. Do you think that's a that's a that's agood route. Can you tell me about the room we'll be meeting in I'm I'mbringing some technology? I want to make sure it's the right technology forpresenting to you, I'm not saying Thrthre'e, there's, probably a level ofownerousness that you don't want to get to, but my point is: If you can engagethem in the details and get them to spend just that little bit more time,they will have paid more attention. They will have felt as if they'veinvested in that meeting the alligator brainthinks this is important. Unconsciously, this must be important. I've devotedsome time to it in attention they're much more likely to keep the meeting olove it so by captivating that attention getting them to commit. Sosome of their own brainpower early on the likelihod of them canceling latergoes goes down significantly. This next tool that you mentioned to meofflinemark is ease, talk to us about this tool and and how we can use it. So,there's a there's, a whole body of behavior change, marketing, behavioralscience, Behavior Economics, research on the on the effect of ease. Thereason I bring this up is: Is there there's, there's also a lot of ofresearch on the bias of salespeople and marketers to focus on motivation? So, if you think of the two size, thetwo sides of behavior change of sales...

...of marketing as one increasing the motivation, wejust got to get this person to want it so bad that they do something about itright and the other side ease. We just have to make this so easyto do that. It's a no brainer! Well, your key to which works harder.Is that word no brainer yeahbecause no brainer connects to the alligator mindand in fact, when you look at the two factors,increasing motivation and and increasing ease, increasing Ed ease,has a much larger effect on what people will actually do okayand.So you know I I see, for example, master salesman, master salespeople, using web platforms to L, allow peopleto schedule, appointments and think about what that does one they've paidmore attention they've actually chosen a time, they've interacted with you tooyou've made it super easy for them to do it MHM. These are the masters. Okay,that so so I would say just if, if you one famous piece of research, is theywanted to get people in cafeterias to eat more Salad, so they did experimentswhere they put the salad at eye level, verses where they put the salad down.You know a foot or two for my level and in fact, when the salad was at eyelevel, people ate a lot more salad. In fact, ws the most importantintervention they could do. Putting signs up about how great salad istrying to increase motivation did not work ot nearly as much as just makingit easier. I love it. I love okay, so we've got we've got attention. We'vegot ease this next tool that we're going to talk about is scarcity, talkto us about this yeah scarcity, so people are again there's great bodiesof of of behavior science on this people are much more motivated byavoiding a loss than they are by creating a gain. Now you know thatsounds okay. I can sort of get this, but you know when you, when you thinkabout the implications of this. It gets really weird by experimental proof: People will work much harder to avoidlosing a hundred dollars. Then they will to gain a hundred dollars.Interesting, no traditional e economists will say people are rational, optimizers right,a hundred dollars more, is exactly the same value as a hundred dollars lessbut psychologically, no behaviorally. No, so if you present your offer,whether that's an offer to meet and offer to share information and offeredus to buy now, if you present it within the context or frame of scarcity, youknow it's it's getting near the end of the month. I'm only going to be able towrite three more of these by the end of the the month that the demand has beenlarger than I my I I thought my boss is...

...basically saying we can only do threemore of these. Whatever it is in your world, Yopresent it within the frame of scarcity. I it activates that alligator rejectionof of potential loss anple are suddenly saying I have this opportunity, butit's going away right or I'm one of the few people that have this opportunity.That could easily be one of the whemany people who don't I need to act on thisyeah. It short circuits the liberative brain and, and it has been shown todramatically increase uptake. So, of course, we use this and direct responseto advertising in retail advertising n interactive advertising all the time.Then it's absolutely something that works well within the context of Beautaby Sal, Scoti. Okay. So so this fourth tool that we're going to talk aboutmark is labeling explain this one to us. You know it. It basically just sayswhat you call it counts. You know what you call. The thing makes a hugedifference in the way it's filed in the brain, and so you know take a look atwhat jet blue did. So you know lots of airlines have first class in businessclass right. So that's th, and you know at Fret First First Class soundedamazing. Right First Class was was first class yeah and then over time,first class got to be sort of ordinary and you know virgin came in with upperclass and that added a sort of a British cast snobbiness to it and thatkind of worked for a while. So now there was first class business classand and upper class when Jeck blew tried to solve the problem of. How dowe create this really special experience, but do it in a moreAmerican, more sort of democratic? You know more sort of Internet era away,they went a whole different direction, what their naming and they called itmint and you know mint so imagine the alligator brain with men. You have amedia sort of sent associations right, it's you, maybe maybe you smell thefreshness of Minte again in your unconscious alligator brain, maybe youthink of a Minte automobile right and that you know that sheene that shine,you know- maybe you think of a newly minted coin- currency or whatever, so the label itself ads value, and we see this inexperiments. I mean not only are people more likely to buy, but people will paya premium. There is no such thing as a commodityright. The label can change the value for people, the scarcity, the ease theattention it all can change the value for people, and so so, how does thatyou know for for a be to be company? Does that mean changing? You know thenames of their...

...how they label their products andservices. Is it? Is it deeper than that yeah? I think it is deeper than that. Ithink I think ultimately really want to think through the entire journey of theprospect. Okay, and not only that, because we need to motivate our ourpartners in our salespeople too and be to be sales right and so think abouttheir journeys as well, and you know there there could be a good argumentAthaut, where it's the most important place. To start, I tend to like tostart with with our withi the people, I think, of s, t e as oure ambassadors oradvocates. I would start with the employees and the salespeople, buteither way you think, of the whole journey and you think about the wayyour competitors are naming things throughout the journey and you have theopportunity to relabel think very carefully about it. So you know where acompany that's about growth through behavior change marketing. So you knowwe don't have a strategy as many agencies do right. What we haveis a theory of growth and a behavior change strategy. So it's easy to step back and say: Ohwell, that's B S, it's just the same thing! Well, actually, no I mean we'rewe're studying we're learning. Our aspiration is to make it as differentas we possibly can. But the truth is at the at that alligator. You knowlevel of brain, it doesn't matter o the label makes everybody responddifferently Y. Finally, I just saw research. This was brought up to me bymy ten year old son who's reading the New York Time Science, section andthey've they've now actually found out that you literally taste winedifferently when it is in a different, shaped glass intrs. So Behavior Sciencehad proven that you, you think you taste it differently, but brain sciencehas now proven that you actually taste differently when the glass is adifferent shape. Your beliefs actually affect the part of your brain thattastes ha so so se, even since isn't sort of one channel. It's not directly fromyour mouth to your brain and that's taste, no taste is a function of belief.It's a function of your multiple senses as well, so in fact, labeling in everyother way you can affect the censury. Experience of your salesperson of yourprospect makes a huge difference. Seccen ARIG, mark this last to we'regoing to talk about is urgency. Explain this one well look. Urgency is avariation on scarcity, but urgency t just happens. It deserves its owncategory because urgency just works so...

...well. There is something intuitive about usright, there's something atuitive about about. Folks, you know maybe it'scalled impulse control and many of us have enough impelse control to bereasonably successful in life, so the intuition behind that is. We kind oknow at some level that we have an alligator brain that could get us intotrouble, and so we try to slow down and engage the deliberative, sequentialbrain. One thing that just short circuits that process like nothing else,is a sense of urgency. When you can create a sense of urgency, it creates asense of excitement and people that stimulates the alligator brain andrepresses the deliberative brain, and so you know, if you basically say Iactually have a special price that I'm able to to offer, but it's onlyavailable for the next ten minutes. Could I have you know five minutes ofyour time or you know I'm under a lot of pressure in order to close up mybooks for the end of end of the quarter and so M, I'm able to make some dealsthat I would not be able to make it any other time. I don't think I've everdone this before, but we would just have to have the conversation withintwenty four hours. There are many ways of including urgency yep in your salesprocess that work really well. Can I give you one lucky strike extra yeah.Absolutely I just contemplate this, because this is r. This is researchthat I just saw, which just blows me away. If you're, showing the old price and the discount price, is it better to show them closetogether or further apart n, I guess I mean close together. I would think thatis that happens to be what I thought and what what most marketers andexperts would think. In fact, research is shown that when you show themfurther apart that it increases the sales you know, marketly, we don't know why. We thinkthat maybe the alligator brain says look how far that lower price is fromthe higher price right, yeah a you know. So again, maybe it's an internal LElabeling thing. We don't actually know why that works, but it just goes toshow that factors that you would think are irrational. Not Worthy of attentioncan actually make a a a market, statistically significant difference inyour sells and in your success interesting, very interesting, wellmark this has been fantastic. I really appreciate you sharing these five tools.Hi've been really helpful. For me. I know our listeners are going to get aton of value as well. If, if there's somebody listening, they want to stayconnected with you mare, what's the best way for them to do that? Well, first, all off mark at digobrands dotcom feel free toemail me mark and the Arca at Di go bra,...

NDS DOT COM, I'm also connecting withme on Lincton. I love to connect with like minded folks on Lincton MarkDinasimo, amark Damasimo on twitter and digobrand. Do Com h on the webt loveawsome mark will. Thank you so much for your time. Today again this has beenfantastic, so I really appreciate it. Thank you. So Much Ave you'v been getting value from thispodcast. You can help us reach more people by reviewing the show on itens.Here's how you can leave a review in less than a minute open your pod castout and tap lhe Serge icon in the bottom Rad corner type in B, to bgrowth then select our show once you're there tap the reviews to have and tellus what you think of the show. These reviews help us out of time. Thank youso much for listening until next time.

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