“Context Effect”
What is Context Effect?
The tendency to associate a memory with its surrounding environment, inhibiting recall in other environments, and improving recall in similar surroundings.
![Business Relevance](https://everydaysaleshq.com/wp-content/uploads/2017/06/Briefcase.jpg)
Business Relevance
Visual and heural cues exist in marketing to help create associations in brand recognition. Jingles, logos, and distinctive brand colors, are all designed to help you recall a company.
Difficulty
If your only interaction with a prospect is a short call before a 6 month waiting period, you are likely to be dismissed again during the follow-up.
Everyday Application
Try to create a referential point by collecting an e-mail address and sending intermittent reminders of your existence. If you meet someone at a conference, remember specific details about the conference or your encounter to regain familiarity.
Alternatively, during a long cycle sale, you can admit that most people forget they mentioned to call back and ask for a low-effort personal detail about the prospect such as asking “How do you like your coffee?”
![](https://everydaysaleshq.com/wp-content/uploads/2017/07/E-Book-Cognitive_Biases-Banner-300x250.png)