The acronym SCARF Dan Rock created from the five ‘key social domains that are either rewarding or threatening for us’ which tend to drive behaviour. Namely;
Status Certainty Autonomy Relatedness Fairness.
He explains his model as originally published by Booz & Company, in the PWC journal, s+b.
As are solution sellers in general, a fascination with all aspects of persuasion suggests this as a potentially notable insight. An addition to the most recent discovery of 5 foundational bases.
Buyers, it seems, are more likely to give us the go ahead if they feel that;
their standing will rise, they have comfort as to what will unfold, they feel in control, there’s a state of trust, and that proceedings are fair.
The converse applies. So where these factors weigh against the buyer, no sale can result.
Surely a winning framework to apply across the chief protagonists in your funnel as a forecast checking exercise.