“Illusion of Truth”
What is Illusion of Truth?
People are more likely to believe a statement they have heard previously just because it’s familiar to them.
Business Relevance
A prospect may hold an irrational belief about your industry, your company, your product or service because of an anecdotal or perceived negative experience they once heard before.
Difficulty
When people attribute conclusions to “going with their gut”, it is virtually impossible to persuade through logic in the moment.
Everyday Application
List out the beliefs they claimed during your encounter. Compile evidence, testimonials, and examples of cases that support your stance. Send a follow up e-mail that acknowledges their reservations and adds your perspective as a means to chip away at their concerns.
A popular rebuttal to this bias is the “feel felt found” technique. I understand how you feel. A lot of people have felt that way. But I have found…
“You’re just going to sneak in some extra fee somewhere. It happens all the time.”
Client testimonials, waived termination fees, no-obligation trials are all potential solutions to combat the illusion of truth effect.
