How to use CRM to avoid cognitive biases in sales

Each of us knows that his grandmother's pies are always the most delicious, and the dumplings, hired by their own hands, much better than purchased. However, we seldom think that this subconscious reaction - one of the cognitive distortions that occur not only in everyday life but also in the work.

There are about 170 different cognitive distortions, but we will talk about those that occur in sales.

What is cognitive distortions

Cognitive distortions - is a kind of trap mind. Man sets himself different settings to make things seem more logical and correct choice. In the case of grandmother's pies, you will never find statistics, confirming that this particular pies grandmother to taste better than others. Yet you continue to believe in it.

Absolutely all the people in one way or another are subject to cognitive biases, and that's fine.

Often we have to make a decision as quickly as possible. Previously, this required the survival instinct, but now the question of life and death depend on the speed. To become successful, you need to filter the information and act instantly. To do this, our consciousness has come up with the cognitive distortions that help you select all important to solve the problem in record time.

Cognitive distortions in the sales

The sales take into account the cognitive distortions is no less important than domestic issues. If you know how to work your brain, the better you understand your customers, leads and business deals.

But thinking errors can act against you, forcing to take wrong decisions. Cognitive distortions are encountered when working with corporate portals and databases, in which the emotional component often is forced by logic and cold calculation.

error survivor

Survivorship bias - a widespread cognitive bias, when the situation is analyzed Only on the basis of the positive or only partial data, and the negative or complete statistics overlooked species.

In parts of the network appear books collections for successful people. And supposedly all millionaires have read Ayn Rand's novel "Atlas Shrugged." Many conclude that the reading of this work, they too will become rich. But they forget about the millions of people who read this book and not make any money.

On the basis of the error survivor construction business who sells all kinds of magic pill. This is all kinds of preparations for immortality, success or superprodazh that will make you a guru for 1 day and 9 999 rubles.

Error survivor of CRM

Analytics, statistics, data collection and processing - all this allows you to avoid mistakes survivor. To combat this distortion of help system "Bitriks24", which collects data and allows you to avoid the analysis of incomplete picture.

Imagine that you are a supervisor or manager. You see the statistics of sales and see that most of the winning trades you have going on with the B2B segment companies. You make them stop, completely unaware that the B2C segment, too, you could take almost more market share with less, if slightly changed the business process.

Always consider the whole picture, even if you think that the analysis of one segment will be enough.

The effect of the recent

Another common cognitive distortion effect is considered recent. In this case, a person considers more significant recent events. Suffice it to recall how memorized the names of new people. Talking with two strangers, you are more likely to remember the name of the latter than the former.

Effect recently in CRM

Often, new deals and contacts seem more important. Because of this relationship can be lost with long sales cycle of the transaction and the large volume of requests.

The manager sends an offer and contract to someone who just called. New tasks distracting, and the contact with whom the employee spoke a week ago, is relegated to the background.

If you are using CRM, you will not lose the old deal and be able to control their movement on the sales funnel. The system itself will remind you of the importance of the call or letter and will always warn about the burning timing.

procrastination

Many people often leave things at some unspecified date in the future. Such behavior - this is a trick that allows you to defer the start and at the same time gives a sense that we have the problem of employment. This cognitive bias known to all and called procrastination.

In reality we are faced with a simple choice: to start or not to start. If you have a problem in which the performer and the deadline defined, there are clear steps and certain actions, bringing the final result, you simply will not have time to procrastination.

A special case of procrastination - fixing. The man can not continue until you will wait for a phone call, permits, shipping raw materials and inspiration. Rather than do other things, he is in limbo. When you can not do anything useful, to do something about the problem, it is best to forget about it and move on to something else.

Procrastination in CRM

CRM-unit "Bitriks24" will help to set up all the important phases of the transaction without further opportunities prokrastinirovat.

Suppose there is some transaction, divided into stages, which have their own objectives. Closure of one stage automatically starts a new, closed and open the next task. And so on until the moment when the transaction is completed.

More in the CRM has a robot to monitor procrastination. The robot is automatically triggered when the transaction reaches a certain status. It can clarify information on the stage of plan call, send an email client, send a notice to the manager and to deny the possibility of prokrastinirovat.

Running through a minefield

Running through a minefield known to all. This is the moment when deadlines draw in, many cases, and you try to execute them as soon as possible. You are trying to run faster and as a result often wrong.

Running through a minefield in the CRM

Thanks to CRM, you can avoid a situation where the terms are burning. The system will help properly plan things so that they do not overlap. If this happens, you'll know about it first and can avoid problems.

With "Bitriks24" we control and distribute the working time experts. When exposed plans, the employee knows what the specific tasks he will do, and does not waste time on everything. If the manager there is an urgent task, he agrees it through the head of the development department.

Usually agencies process is constructed differently: every employee is hanging your project, all the while there are additional tasks that you need to perform now. By implementing the tasks of distribution system, you can help protect the brain specialist. Productivity will increase and procrastination disappear.

The illusion of transparency

Experts are often not obvious that clear to them the terms and situations are completely unclear to another person. This cognitive bias called the illusion of transparency.

it is often found in the correspondence. The letter seems obvious, but the receiver interprets the information differently. He understands the text in their own way, as a result of an effect of "I thought it was so obvious." If all participants in the discussion was a common information space, communication would be much more effective.

The illusion of transparency in CRM

Due to a misunderstanding with the CRM deal has become easier. For example, using an extranet in "Bitriks24" can be added to client discussions, excluding loss of information when transferring it from employee to employee.

spirit of contradiction

Sometimes people think that some other set of rules try to limit their freedom, even if the rules are the same for everyone. This cognitive bias called the spirit of contradiction.

Spirit of contradiction in the CRM

CRM helps to maintain the presence of a systematic approach. In our "Bitriks24" modified block "Transactions." To complete the transaction need to navigate through the steps and perform a number of conditions. When performing certain actions automatically assigned tasks.

For example, after sending a commercial offer in the transaction need to change the status. To do this, the manager must attach a hyperlink to the offer, then automatically creates a task "call the customer and monitor the receipt of the offer." No extra action is required. The manager is sufficient to perform a sequence of actions that will eventually become a habit, and get a result.

The effect of loss aversion

People do not like negative experience, so often more upset at losing things than pleased with the find. This effect is called rejection losses.

With this cognitive distortion we encounter almost every day. Suffice it to recall the situation with the expectation of transport. Are you waiting for the bus. Its all there, but you continue to stand at the bus stop, because already so much time has been spent. Although you might have to get to places on foot.

The effect of loss aversion CRM

In sales to the effect of loss aversion, too, often have to face.

Usually there are different statuses CRM transactions. If the transaction fails to close, it is assigned the status of "turbidity" or "lost", and in the comments indicate the reason. After that, the manager will not be spending too much time in the murky deal, referring to it on the basis of status.

The effectiveness of the increases and the time spent on clients that the likelihood of the conclusion of the above contract.

The murder of a fly with a sledgehammer

For every task requires a certain amount of work. If a person makes too much action, it is wasting resources in vain. The murder of a fly with a sledgehammer, or amplification, just responsible for such traps of thinking.

For example, you need to speak to the audience at the conference. You repeatedly rehearse his speech. If the story of how spent the weekend, you are treated the same way, then you kill a fly with a sledgehammer. Time costs the same, but if they are justified for the conference, for the dining conversation - no.

This includes those cases where the manager takes more projects than it can process, when the problem is discussed with a very wide range of people, when the Council ask twenty specialists.

a fly with a sledgehammer in the CRM Murder

CRM helps if the business processes in the company are aligned precisely. For example, there is a quotation template that you want to fill out and send to the client. As it is not necessary to check every letter. Enough to make the data obtained after contact with the customer, click "Generate" and send.

Cognitive distortions - not a rarity

If you think that cognitive distortions apply to you, then you are likely to fall into another trap - a blind spot distortions.

We explain the classic experiment, psychologist Emily Pronin. She handed out the description of the test of cognitive distortions and asked to assess how they see their behavior distortions on a scale. Additionally, we offer to evaluate the average of other participants in the experiment.

Themselves subjects evaluated at 5.31 points, and the averaged value was 6.75 points. Each participant of the experiment was confident that cognitive distortions relating to him less than the average person, but suspected of falling into the trap of thinking neighbor.

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Cognitive distortions - are just tools. They may be useful in one context and harmful in another. CRM - is also a tool that helps you keep track of thinking trap, go beyond the standard approach to sales and achieve new results. But do not rely solely on CRM. It is better to pay more attention to behavioral factors and learn to wrap them in its favor.