Episode #095: The Problem of Friction in Sales with Nir Eyal

In This Episode of The Buyer’s Mind with Jeff Shore:

Nir Eyal, author of Hooked, discusses with Jeff what great companies do to get people addicted to their product.  What is amazing, is that any sales professional can do these same things. We talk about it all the time on the Buyer’s Mind – Easy = Right and Being Likeable leads to Trust which leads to Influence. All we want to do is make it easy for our customer to do what they want to do anyway, make a purchase.

Topics we’re going to cover on today’s podcast:

[1:06] How difficult is it to buy a car?

[3:22] Getting away from friction points

[5:36] Understanding behavior and creating behavioral change on what you understand

[9:12] Selling the numbers isn’t enough, you need to make that emotional connection

[13:40] The biggest source of friction is cognitive load – which is caused by lack of trust

[18:29] How to build habit forming products

[23:16] Meeting basic human needs is what sales is all about

More about our guest Nir Eyal:

Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. The M.I.T. Technology Review dubbed Nir, “The Prophet of Habit-Forming Technology.”

Nir founded two tech companies since 2003 and has taught at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Stanford. He is the author of the bestselling book, Hooked: How to Build Habit-Forming Products.

In addition to blogging at NirAndFar.com, Nir’s writing has been featured in The Harvard Business Review, TechCrunch, and Psychology Today.

Nir is also an active investor in habit-forming technologies. Some of his past investments include Eventbrite (NYSE:EB), Refresh.io (acquired by LinkedIn), Worklife (acquired by Cisco), Product Hunt, Marco Polo, Presence Learning, 7 Cups, Pana, Kahoot!, Byte Foods, and Anchor.fm.

Nir attended The Stanford Graduate School of Business and Emory University.

Links from today’s podcast:

HomeStreet Bank

Nir Eyal’s Website

Hooked: How to Build Habit-Forming Products

Price: $13.99

1 used & new available from $13.99

Addiction by Design: Machine Gambling in Las Vegas

Price: $23.18

43 used & new available from $11.20


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About the Author: Jeff Shore

Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.