THE BACKFIRE EFFECT

If you tell someone to stop drinking, they drink even more.

Why?

People don't like people told what to do.

I’ll prove it to you.

When was the last time you changed your mind because someone told you to?

It’s called the backfire effect.

Autonomy is a basic human need.

The best way to persuade is to encourage people to persuade themselves.

How?

Ask, don't tell.

Telling:
“We showed XYZ company in your industry how to give reps visibility commission calculations using our solution.”

Asking:
“Are you using spreadsheets to calculate commissions?”
“We are.”
“Not sure if you're grappling with this, but I often hear that when reps can’t see the data and calculations behind their commissions, it can be difficult to understand. If you don't mind me asking how are you dealing with disputes today?”

The takeaway?

People are more persuaded by what they hear themselves say rather than what you say.

Buyers have the answers.
Sellers have the questions.