Ghosts in the Machine: Overcoming Decision-Making Bias in the Sales Cycle with Behavioral Science

Sales is hard.

Fortunately, there is something you can do to make it easier: accept, understand, and embrace human irrationality.Pretty much every part of the sales cycle—from prospecting all the way through closing—has been thoroughly dissected in countless books and training programs.

Every part, that is, except the impact of human irrationality on all of it.Appreciating irrationality in decision-making at each phase in the sales cycle remains a blind spot for most salespeople.By leveraging insights from behavioral science, Ghosts in the Machine unpacks the common challenges salespeople encounter at each phase in the sales cycle.

In these pages you will discover why…Salespeople make prospecting harder than it already isProfessional relationships are not built rationallyPeople are too afraid and too distracted to think about changing Negotiating is not the game you think it isSalespeople are meant to be heroesGhosts in the Machine is not an attempt to recreate the sales wheel.

The guidance herein will work alongside your preferred go-to-market sales methodology, whatever it may be.