Avoid Cognitive Dissonance

To Sell More, Avoid Cognitive Dissonance in Your Communications
By Suzanne Wood

Cogni-what?

While it's not my way to flaunt 40-dollar words, cognitive dissonance is a term all marketers and communicators should be aware of. It could mean the difference between clients who close the deal and clients who close the door.

Cognitive dissonance is a psychology term that refers to the way our brains are always looking for consistency between beliefs we've already formed and any new information or impressions we receive. For instance, if you went to a Rolls Royce showroom, you'd have a good idea of how the place would look, how the salespeople would be dressed, and how you'd be served. It's safe to say if you walked into the dealership expecting to be treated like Prince Charles and encountered a salesman wearing overalls and slurping Mountain Dew, a floor covered in sawdust and Hank Williams Jr. blaring through the sound system, you'd be shocked. Not only would you leave without a new set of car keys, you'd probably head for the nearest hospital for a brain scan.

An extreme example, perhaps--and my apologies to overalls-loving, country music fans--but this is cognitive dissonance.

Do your customers or prospects have certain expectations when they dial your number, visit your Website or stop by your office? You bet they do. And what happens when their experiences are at odds with their beliefs? At the minimum, they're puzzled or disappointed. At worst, they're so put-off they'll take their business elsewhere.

Anytime you interact with the public, you have the opportunity to create either cognitive assonance--when expectations and experiences mesh--or cognitive dissonance. Your "proxies"--Website, brochures, signage, printed policies, invoices, business cards, even your lobby or offices--also have an impact on how well your customers' expectations jibe with their impressions.

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