Page 114 - engage workbook

Managing bias

When preparing a good Need-Feature-Benefit argument, or putting together and
presenting an example, we should always remain aware that our natural biases are present
in the background wielding their subtle influence.

The table below notes how these biases may exhibit themselves and what we can do to
mitigate their impact.

Bias Impact How to mitigate

Groupthink When preparing, everyone Allocate someone with specific
agrees too readily to the key responsibility to judge every point that is
points to be emphasized. made as if they were a critical listener.

Liking / When presenting, focus too Plan. Agree who on your team will address
Disliking much attention on people that who on the other team and what points
we like to the detriment of they will cover.
others. Equally pay too little
attention to influential people
that we do not like personally.

Confirmation When preparing, we tend to Ask what is different about this situation
bias follow the approach that has that demands we take a different
worked for us previously – approach. Consider how different our
even re-using templates. When approach is to our competitors. If it isn’t
presenting, we tend to defend different, how do our buyers choose?
the proposition we put forward Pause before jumping to defend your
as opposed to listening and proposition. Consider the feedback and
flexing our approach. how it can be accommodated.

The Curse of When preparing and presenting, Remember Einstein’s assertion that if you
Knowledge we assume others know the topic can’t explain something simply, you do
as well as we do. Plus we tend to not understand it well enough. It is almost
use jargon. always better to say less and say it simply,
then respond to questions.
With jargon, consider if the terminology
you use is easily understood by all parties.
Does it unite or potentially alienate?
Storytelling is also useful as buyers
typically relate better to examples than
descriptions.

Self-serving When presenting examples or The world is not 100% perfect. Citing
bias case studies, these are always examples that speak only of your
successes. Also, when we lose, triumphs means that you are unlikely
it is the other parties’ fault, not to be believed and may undermine your
ours: “They didn’t know what credibility. Include in your examples some
they wanted!” commentary on difficulties encountered
and how these were addressed. Also,
recognize that it is our job to help buyers
understand what they need.

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