Practical Sales Training™ > How People Work > The False Consensus Effect
The False Consensus Effect – What is it?
The False Consensus Effect is the false belief that other people see the world in the same way we do.
Why does it work?
The False Consensus Effect can disconnect us from our clients as it blocks engaged communication. Addressing this can increase our chances of engaging and converting clients as we communicate with them in a manner which recognises and validates their perspective.
How can you use it?
Adopting your client’s point of view and tailoring your message accordingly increases engagement. Use real world examples of other clients in similar positions that you have helped, adopt client terminology and research their motivations to demonstrate you understand and you care.
Example
Let’s say you sell high-end ergonomic office chairs and assume everyone values long-term health and posture as much as you do. So, your messaging focuses on “spinal alignment” and “biomechanical support.”
But your ideal client is a startup founder who just wants a cool-looking chair that impresses visitors and fits the aesthetic of their workspace.
Because you believed they’d care about what you care about, you miss the sale.
Instead, recognising the False Consensus Effect would mean asking what matters most to them – then reframing your pitch to say:
“This model has a sleek, modern design that looks great on camera and still keeps you comfortable through 12-hour days.”
You’re meeting them where they are, not where you are.
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