“Self-Relevance Effect”
What is the Self-Relevance Effect?
People remember things that they find relatable or that involve a personally relevant experience.
Business Relevance
Self-relevance is an important factor in modern day sales. “Sales through storytelling” is becoming a popular format for creating empathy in the sales process and getting the prospect to establish a larger emotional investment in your brand.
Difficulty
Everyone has a unique journey so you must dig deep to find elements of a presentation that can be universally relevant.
Everyday Application
If you’re targeting a specific industry, talk about your specific experiences as a user. This will conjure up self relevance from a prospect as they envision the same encounter from their perspective.
“I bought a car from a dealership and their sales tactics were completely paint-by-numbers. It made me feel like I was just a social science experiment to see what tricks could be employed to get me to buy sooner. I ended up shopping the deal to a competitor.”
Tom Waters
Owner at Everyday Sales
Everyday Sales is an online resource for sales and business education. We expose the psychological exploits used in sales and marketing to empower our clients to become better professionals. Our feature content includes Sales in Cinema, Cognitive Biases in Business, Logical Fallacies in Business, and Quotes Deconstructed.
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