How to Use Trade Publications to Reach Business-Focused Leads

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The same thing happens with the two questions above. Asking someone about the degree to which they’re happy overall is difficult to answer. There are many factors that feed into one’s happiness. However, when students were asked about the number of dates they had, the degree to which they were happy with their dating life became top-of-mind. That feeling then influenced the answer to the second question about overall happiness. In other words, since overall happiness is harder to compute, the respondent’s brain simply used the heuristic of dating life happiness it recently encountered to answer the second question!

Armed with this critical insight into how people process information, the same approach can be used to produce higher levels of contrast in our sales questioning. For example, consider the two question pairs below:



1. Are you happy with your overall gambling data belarus level of fitness?

2. How often have you been to the gym in the past month?



1. How do you feel about the level of employee engagement at your company?

2. How do your employees feel about the performance review process?



1. How satisfied are you with the service you receive from Vendor X?

2. How often did you need to call Vendor X for help this year?



1. How do you feel about your sales team’s ability to connect with customers?