The Challenge of Overcoming Confirmation Bias in Sales and Marketing

Confirmation bias is essentially the brain's shortcut, prioritizing information that reinforces existing beliefs and dismissing contradictory data, even if it’s more accurate. It poses a significant, but surmountable challenge for sales and marketing.

As the volume of information increases, so does the entrenchment of confirmation bias. For well-branded companies, this bias can be a double-edged sword. On the positive side, strong brands benefit from entrenched perceptions that allow them to weather mistakes and fend off new competitors. Conversely, for lesser-known or negatively perceived brands, overcoming stubborn negative perceptions is a monumental task, especially when competing against trusted, established brands. That said, here are three strategies for dealing with confirmation bias:

Identify Key Biases: Begin by identifying the biases influencing buying decisions in your product or service category. For instance, if “good support” is a key factor in purchasing high-end technology, the bias might be that only the leading brand offers adequate support.
Neutralize Specific Biases with Irrefutable Facts: Address these biases head-on with indisputable facts. Instead of vague claims like “We offer excellent support,” present specific evidence—maybe in the form of case studies. Then back it up with a guarantee to further diminish skepticism.
Present New Evidence Favorable to Your Brand: After neutralizing biases, seize the opportunity to aggressively rebrand. This is your window to launch a proactive, intense marketing campaign. You may not get a second chance, so it’s crucial to make it count.

People typically require less evidence to accept preferred ideas and more to consider unpalatable ones. Once you’ve neutralized biases, you’ve surpassed the “Must I believe this?” hurdle. Your goal then is to guide prospects to the “Can I believe this?” stage and ultimately to “I want to believe this,” where confirmation bias starts working in your favor.

For a no cost discussion of your situation and how we can leverage metrics-based marketing to grow your business call 630-363-8081 or email jeanna@smartprcommunications.com.