The best salespeople can use availability heuristic to sell more by appealing to the customer’s tendency to rely on readily available examples and information, rather than seeking out more comprehensive or representative data.
For example, a salesperson might use vivid or memorable examples of successful customer experiences, or highlight recent news articles or social media posts that demonstrate the benefits of their product or service. By doing so, the salesperson is making the information easily accessible and memorable for the customer, which can influence their decision-making process.
The salesperson might also use availability heuristic by emphasizing the scarcity of their product or service, or creating a sense of urgency around the decision to purchase. This approach can make the customer feel that they must act quickly to avoid missing out on a valuable opportunity, and increase the perceived availability or desirability of the product or service.
However, it’s important to avoid using availability heuristic in a way that is misleading or manipulative. The salesperson should provide accurate and relevant information about their product or service, and avoid relying solely on vivid examples or emotional appeals to influence the customer’s decision. They should also encourage the customer to seek out additional information and consider a range of options before making a final decision.