By Brian Mitchell, Managing Partner & CEO.
Right or wrong, we all bring cognitive biases into our assumptions, evaluations, and conclusions. Some perceive someone in their 50’s or 60’s as wise whereas the next person assumes they don’t have fire left in the tank. Why? It comes down to the lens we look through and the subconscious biases we’ve formed. People sometimes make assumptions about professions based on gender, and those statistics might back up the generalities, but not the individuality. We also sometimes assume some are authority figures or subject matter experts when that’s just not the case. Why do we think someone with a British accent is smarter??? These are all examples of heuristic thinking where our brain draws shortcut conclusions to avoid cognitive overload. The problem with this societal reality is that our assumptions are often incorrect.
This blog isn’t about impossibly correcting evolutionary biases in human nature. On the contrary, I’m ranting about embracing that truth and adopting a professional approach that elevates your impression and impact.
Everything we say and do with prospects, clients, and colleagues has an effect, one way or the other. And people frequently judge very quickly. Often in less than a few seconds, they have categorized you and your service by your behaviors and communication style, and within a few minutes, they start to form lasting judgments about you, your approach, and your organization. Our early behaviors directly determine how they think and feel about us and subsequently will treat us and work with us (or not work with us) as time goes by. Are you being treated as a trusted advisor, a knowledgeable subject matter expert, just another vendor/order taker, or simply irrelevant to the community you want to serve? This really comes down to our conduct, our communication style and cadence, and the value we bring to the table as a professional, advocate, and service provider. Perception keys include:
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- Listening and asking effective questions to gain a true understanding of the client/colleague’s situation
- Generating a unique point of view that adds real insight and a new perspective
- Developing a personal status and presence that creates true impact
- Thinking critically and solving complex problems
- Managing critical conversations and interactions effectively
- Recognizing the decision-making style of the client/colleague – their motivators and emotional drivers
- Building mutual respect, trust, and interest
- Illustrating expertise, knowledge, and specialization without overtly bragging
- Genuinely collaborating – not simply providing an off-the-shelf product
- Demonstrating sound decision-making and judgment
- Managing conflict and differences of opinion
- Being unique, remarkable, and not afraid to offer an alternative to the status quo
Sometimes it’s as simple as “stop selling and start helping”. If you’re truly advocating for your prospect, client, or colleague, that spirit will exude. Even if you don’t achieve an immediate transaction, you’ll have formed an impression of professionalism that will pay dividends over time. If you’ve positively influenced an influencer, s/he will refer you to others, call on you again, take your call moving forward, and generally advocate for you. It’s a bit ironic that the most self-serving quality a true professional can possess is to be unselfish. Unselfish professionals build quality relationships that pay off big in the mid and long term, but it starts with articulation and relevance. Understanding cognitive bias, preparing your ‘approach to the market’ accordingly, and operating with these principles in mind consistently over time leads to a huge career ROI. What cognitive biases do you believe impact how others see you? How can you transition that reality from a deficit to an advantage?