“Regressive Bias”
What is Regressive Bias?
The tendency to remember high probabilities or recurrences as lower than they really were and lower ones as higher than they really were. We “average out” our memories and don’t think of frequencies as extremely as they are.
Business Relevance
“I get calls from people like you all the time.” Low frequency perceived as high.
“You never stop by to see me anymore.” High frequency perceived as low.
Difficulty
We tend to take people for their word so when someone says they get solicitations from your industry “all the time” it can feel like your market is saturated.
It is difficult to contradict a person’s perception of reality especially during a cold presentation.
Everyday Application
Anticipating this bias in sales and preparing responses that improve perception will help you maintain a conversation with your prospect. You can address this bias head-on with prospects by outlining their presumed expectations and distinguishing yourself from “the other guys.”
Prospect – “I get calls from people like you all the time.”
You – “You know, I hear that a lot. My business attracts a lot of noobies who come and go and call the same people over and over. I’ve been in the business for X years so let me apologize for your having to deal with those people. I’m reaching out because…”
Prospect – “You never stop to see me anymore.”
You – “I know! We’ve been really rocking at the office so I’m putting out fires half the day but I thought of you recently and wanted to remind you that I’m here for you if you ever need anything.”
