Practical Sales Training™ > How People Work > Confirmation Bias
Confirmation Bias – What is it?
The Confirmation Bias is our natural tendency to seek information that supports our thinking, rather than to challenge it.
Why does it work?
If you can communicate with the client from their perspective and confirm their thinking, questions and viewpoint in your sales messaging, you are more likely to engage them and assure them that making the purchase is the right choice for them.
How can you use it?
When communicating about your business, product or service, which information could you include that your client already knows or suspects? How could you support that information with proof and confirm to your buyer that they are indeed correct? For example, 0% fat yoghurt is promoted as a healthy option – we know that it’s healthy, but having this message re-confirmed to us makes it more obvious and confirms our thinking.
Hypothetical Example:
A company selling electric cars knows that many potential buyers already believe EVs are better for the environment. Instead of trying to educate them from scratch, they lean into this belief by saying:
“You already know switching to electric is the best way to reduce your carbon footprint. That’s why over 90% of our drivers say they feel proud every time they drive.”
By confirming what the buyer already thinks and reinforcing their viewpoint with proof, the company strengthens the buyer’s confidence in their decision – making the sale feel like the natural choice.
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