Thursday, November 17, 2016

How Primacy Bias Impacts Effective Communication
By: Charlie Gipple, CLU®, ChFC®, Senior VP of Sales and Marketing, Partners Advantage

Our right brain is the underlying cruise control and the left brain takes effort to fire up. If it takes no effort from your clients to work their right brain and a lot of effort for clients to work their left brain, it is obvious one should appeal to the side that takes no effort, which is the right brain, the emotional and natural instinct side. This again is what we want to do with these “Seven Secrets to Successful Communication."

Secret 1: Primacy Bias
You only get one chance to make a first impression, which takes place within seven seconds of somebody meeting you. What the primacy effect says is that the vividness of a memory or retention of information is higher at the beginning of a presentation or sales pitch or conversation.

As you can see on the graph below, when you first meet somebody, this vividness in their memory is the highest, or almost the highest (we will talk about the right side of this chart in a bit), and then as time goes by, towards the middle of a talk, the vividness tapers down. This chart below is why, if I am going to prepare for a presentation or a sales talk, I have what I call the 50/20 rule. What this means is I put 20% towards my introduction and closing, and I will allot about 50% of my preparation time to the middle section.

So, with a 50-minute presentation, it is common for me to have 20% (or 10 minutes) of this presentation allocated to the opening and closing. In preparing for that 20%, I will spend around three of my six hours prepping for it.

First impressions matter and you only have one chance for a first impression. Without a great first impression, anything that follows is usually clouded in the listeners’ mind by the “bias” they formed earlier. So, it doesn’t matter how good the experience is beyond the first impression, if the first impression was negative, the following will be suboptimal to the listener versus if you otherwise gave a good first impression. Anybody who has ever presented and bombed at the beginning of a presentation knows exactly what I am talking about.

Learn more about the rest of the seven secrets: storytelling, simplification, power in the pen, feel/felt/found, confidence and recency bias...

DOWNLOAD the full white complimentary paper: Seven Secrets to Effective Communication, by Partners Advantage Senior VP of Sales and Marketing Charlie Gipple, CLU, ChFC.
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