Simplifying the offer to increase sales (reason-based choice)
People who are uncertain or face too many alternatives prefer to wait, even at a price: two classic experiments and what they mean for sellers.
Sales
How customers really decide, and what goes on in the seller's mind. Behavioral economics and the psychology of persuasion applied to the sales process.
Do we work to win or to avoid losing?
Fear of losing outweighs the pleasure of winning: Bazerman's auction explains escalation of commitment and its effects on sales forecasts.
The sales process and rationality in decisions: prospect theory
Reference points, probability weighting, and the value function: the model that describes how customers actually choose, applied to the sales process.
How do customers reason when we make our case? Why is it so hard to persuade, even on solid rational grounds?
Context, familiarity, and expectations shape judgment before reasoning starts: how impressions form and when an argument can actually change them.
Motivation and work: the importance of task, organization and goals
Only 11% of Italian employees say they are engaged: motivation theories show where to act before turning to training courses and incentives.
Loss aversion in salespeople: do we play to win or not to lose?
Bazerman's $20 bill auction shows why we keep pushing deals that are already compromised, and how that habit distorts sales forecasts.