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.