“Illusory Correlation”
What is Illusory Correlation?
Illusory correlation happens when a person creates a relationship between two concepts when no such relationship actually exists.
Business Relevance
A prospect may associate a previously frustrating account conversion experience with all future conversion opportunities.
Difficulty
Someone who has had negative experiences in the past will be more reserved when deciding to switch accounts in the future.
Everyday Application
Rely on your experience, your capabilities, and your support system as a means to justify exploring the relationship this time. You have no control over the ineptitude of prior vendors but these frustrations are exactly why prospects explore new relationships in the first place.
Client – “If I switch to you, it’s going to be a nightmare to convert everything over and I just don’t have the time to deal with that.”
Rebuttal – “I’m sure you can appreciate that there are varying degrees of expertise in my business. I have been doing this for xx years and I will be sure to handle all the heavy lifting to make this process as seamless as possible.”
