The Two Minds of Every Buyer
Practical ways to work with the two minds of every buyer, the fast, intuitive one and the slow, careful one.
Buyers think fast and slow. Speak to both.
10 tips that really help
These ideas come from Influence (Robert Cialdini), Pre-Suasion (Robert Cialdini), Thinking, Fast and Slow (Daniel Kahneman), and everyday practice. The first six help the most. Pick one and try it today.
Buyers have a fast mind and a slow mind
One reacts quickly with feeling, while the other compares and checks carefully.
Plan for both.
Appeal to the fast mind first
A clear, warm, simple message gets attention before analysis begins.
Open with the benefit.
Support the slow mind with proof
Detailed facts, comparisons and guarantees help careful thinkers decide.
Prepare a fact sheet.
Keep the message simple
Complex pitches overload the slow mind and lose the fast one.
Cut extra detail.
Give time to think
Pushing for an instant decision can trigger doubt.
Offer a day to review.
Show consistency
Make sure your story, price and promises match everywhere.
Check all materials.
Reduce effort
Easy steps keep the fast mind comfortable.
Simplify forms.
Use clear visuals
Pictures and charts speak to both minds.
Add a simple graphic.
Watch for signs of overthinking
If they keep asking the same questions, calm worries rather than add data.
Ask what concerns remain.
Reassure after the decision
Confirming that they chose well calms second thoughts.
Send a supportive message.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“Here is the simple version.”
“And here are the details if you want them.”
“Which would you like first?”
“Let me show you a picture.”
“Here are the numbers.”
“Thank you.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Offer a short version first
Offer details on request
Use pictures and stories
Use data and checklists
Watch which mind leads
Adjust
Review
Further reading
- Influence (Robert Cialdini)
- Pre-Suasion (Robert Cialdini)
- Thinking, Fast and Slow (Daniel Kahneman)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
