By: Alexander Stoletov

“Launching a product is like navigating the open sea,” says Dr. Rosenberg, behavior scientist and author known for his expertise in behavior science, international relations, and sales. “Before setting sail, you need to study the map, understand the depths and currents, and be aware of potential dangers. Only then can you chart a course with confidence.”

Rosenberg’s career began in the legal arena but soon expanded into psychology and strategic consulting. In 2018, holding dual degrees in law and psychology, he became a consultant at the United Nations and various Sustainable Development Goals (SDG) NGOs. That same year, he received specialized training in hostage negotiation, honing his understanding of high-stakes communication and influence.

In 2021, leveraging his profound understanding of human psychology, Dr. Rosenberg launched a mentoring program for business developers and CEOs. This initiative aimed to help leaders refine their skills and enhance their businesses by gaining deep insights into client behavior and needs. His approach was rooted in the belief that understanding the client is the cornerstone of successful sales.

Later, in 2024, Dr. Rosenberg founded Mind Ventures Lab, a company dedicated to blending behavioral science with strategic expertise in intelligence gathering. Company aims to help businesses understand and influence human behavior, turning these insights into effective business strategies. In this article, Dr. Rosenberg shares some of them.

Alignment Between Sales and Marketing Empowers Business

Sales cannot exist in isolation from marketing, and I’m absolutely convinced of that. Sales and marketing are like two legs needed to move forward. Without the coordination between these two functions, any business effort is likely to stumble.

And research by leading world institutions supports this statement. For instance, a study by Aberdeen Group found that companies with strong sales and marketing alignment achieve 20% annual growth rates compared to a 4% decline in companies with poor alignment​​​.

The integration of sales and marketing ensures that messaging is consistent, targets are clearly defined, and strategies are effectively implemented: a case study by LinkedIn showed that businesses with tightly aligned sales and marketing teams experienced 36% higher customer retention rates and 38% higher sales win rates.

Seamless communication between sales and marketing teams is crucial as well. Effective collaboration and regular communication help in understanding customer needs better and creating strategies that resonate well with the market.

When I approach new clients, I always start by examining how these teams are connected. Often, many issues can be resolved by improving synchronization between sales and marketing. My advice is to establish regular joint meetings, ensure both teams share common goals, and use integrated tools to track and analyze customer data.

Understanding Customer Desires

Many of my clients don’t fully grasp who their customers are or what they want. To effectively reach and influence customers, we must dive deep into their preferences, habits, and purchasing patterns. Modern marketing is grounded in data-driven insights. By analyzing both online and offline data, businesses can identify patterns that reveal consumer habits and preferences. This approach helps in tailoring marketing strategies that resonate with the target audience.

For instance, a report by Salesforce highlights that companies utilizing data-driven marketing are six times more likely to be profitable year-over-year​​. Additionally, the application of advanced analytics tools enables businesses to track consumer interactions and predict future behaviors, ensuring that marketing efforts are both relevant and effective.

What I am further convinced of is that by using behavioral tools, you can dramatically improve sales in any area of business – but you shouldn’t rely entirely on the numbers. Emotions are the cornerstone of effective marketing, yet many marketers, even renowned ones, often overlook this critical aspect.

Understanding your customer is not just about analyzing data; it’s about feeling their needs and desires. This ability to be a professional empath can set a successful marketer apart and create deeper, more meaningful relationships that drive loyalty and sales.

This means going beyond mere metrics and trends to understand the underlying emotional drivers of consumer behavior. When a marketer can truly feel what their customers are experiencing, they can craft messages and strategies that resonate on a deeper level, leading to more effective and impactful marketing campaigns.

In essence, mastering customer desires involves both analytical prowess and emotional intelligence by combining data-driven insights with a deep understanding of clients’ feelings and motivations.

Behavioral Economics in Action

One of the well-known concepts in behavioral economics is loss aversion. People are typically more motivated to avoid losses than to achieve gains. This principle can be incredibly powerful in various settings. I often tell my clients, “Think about what your potential customers stand to lose if they don’t choose your solution.” For instance, a software provider might emphasize the efficiency losses and competitive disadvantages a business could face without their solution. 

I’ve seen this approach work wonders. Highlighting the risks of inaction can drive businesses to make decisions more quickly and confidently.

Negative emotions are still emotions and can be just as powerful as positive ones. Marketers should not shy away from creating narratives that work with both positive and negative emotions. Understanding that the most effective strategies often operate at the intersection of these emotional waves is crucial. This means going beyond traditional boundaries and exploring how uncertainty and potential loss can be used to motivate action.

For example, Redfin’s “hot home” alerts use loss aversion effectively by indicating how quickly a desirable home is likely to sell, creating urgency and prompting action from potential buyers. Similarly, Temu’s application reminders use the fear of missing out on popular items to encourage purchases.

Creating a compelling narrative requires understanding the deeper emotional drivers of your audience and crafting messages that resonate on multiple emotional levels. By effectively leveraging both positive and negative emotions, you can create a powerful and persuasive marketing strategy that drives action and decision-making.

Anchoring

Anchoring is – of course – about emotions too. The initial high anchor evokes feelings of prestige and exclusivity. It’s not just about the product, but the status and pride it brings. For example, luxury brands often showcase their most expensive items first. This sets a benchmark and elevates the entire brand perception.

Anchoring is a powerful tool in pricing strategies. Setting an initial high anchor can make subsequent offers seem more reasonable. “Always start with your premium package,” I advise. This not only sets a high reference point but also makes other options appear more affordable by comparison.

Sometimes, customers buy the prestige, not just the product. Think of Apple showcasing its high-end models first. Even if customers choose a lower-tier model, they still enjoy the prestige associated with the brand. By using high anchors, you make mid-range products feel like a smart, balanced choice.

Social Proof 

Social proof also taps into emotions. It leverages the actions of others to influence decisions. “Businesses look to their peers for validation,” I often remind clients. By showcasing testimonials, case studies, and client logos, you can build significant trust.

Knowing that others have had a positive experience with a product or service can reduce anxiety and increase confidence in making a purchase. It creates a sense of belonging and validation.

Social proof works because humans are inherently social creatures. We tend to look to others for cues on how to behave, especially in situations where we are uncertain. This is rooted in our evolutionary past, where following the group often meant the difference between survival and danger.

One of the most compelling examples of social proof is Amazon’s use of customer reviews. Amazon has mastered the art of leveraging social proof to drive sales. When you look at a product on Amazon, you immediately see star ratings, the number of reviews, and often highlighted reviews that mention specific features.

The Emotional Landscape 

Emotional triggers are just as important in B2B as in B2C. Decision-makers are human, after all. I always stress the importance of crafting messages that connect emotionally.  

By integrating emotional triggers into your marketing and sales strategies, you can create a more compelling and relatable narrative that resonates with your audience. This approach is not just about making a sale; it’s about building lasting relationships based on trust and understanding.

In your sales pitch, after showcasing all the benefits of your product, it’s crucial to address potential hurdles candidly. For example, you might say, “While our software will greatly enhance your operational efficiency, it will require a period of adjustment and training for your team.” This transparency addresses the natural skepticism that people have and assures them that you’re offering a realistic, not idealized, perspective – which helps to dispel any thoughts that you might be trying to pull a fast one.

It reduces suspicion, as potential clients are less likely to think you are hiding something or that the offer is too good to be true. It sets clear expectations, and clients appreciate knowing what to expect, including any challenges they might face.

So, even after delivering a brilliant pitch and listing all the incredible benefits of your product or solution, it’s essential to ground the conversation with a dose of reality.

Expertise Matters at Any Point

At any stage of a product launch, expert intervention can radically alter the trajectory of the project. For example, here’s one of my recent cases:  a few months before the scheduled launch of a new product, a client sought my expertise. When we delved into the research, it became clear that the product was misaligned with what customers truly wanted. The product faced imminent failure due to poor market reception.

My team spearheaded an intensive research initiative, uncovering critical insights about the target audience’s desires. Armed with this information, we completely restructured the product and discovered another market niche. This strategic pivot transformed a potential failure into a successful launch.

When entering a business, it’s tempting to dive in headfirst with the mindset of, “Let’s go, let’s do everything right now.” It’s great if you start selling right away, but if you’re only focusing on product development without sales, things can get grim. You might think, “Let’s push sales now,” and plunge deeply into the process, receiving feedback and testing the waters, which is good. 

However, without a well-defined, initially vetted strategy, you might find yourself overwhelmed.

The only correct business decision in this scenario is to understand the entire context of what’s happening around you. Utilize this understanding, along with the natural forces of the market, to anchor your efforts effectively.

If there are doubts about the accuracy of your marketing strategy or the competencies of your team, it is never too late to seek expert help and navigate through the most challenging situations.

Just as in sailing, where the right wind can dispel the fog of market uncertainty, having the proper knowledge and strategy can clear the path to your desired destination.

Published by: Holy Minoza