Higgle: The B2B Sales Club How to Ethically Use Behavioural Science in B2B Sales with Hayk Hakobyan
Hayk Hakobyan is the CEO and co-founder of InsightGenie, a customer intelligence technology company. He has an unconventional background, transitioning from training in breakdancing in Nepal to leading a fintech company. Hayk leverages his experiences to develop innovative strategies that integrate behavioural science with sales techniques.
In this episode, we’ll talk with Hayk about how his background influences his innovative sales strategies, particularly in customizing offers to resonate with procurement professionals. Additionally, we discuss the role of behavioural science in modern sales, examining its ethical implications and how understanding human behaviour can enhance strategic approaches.
Topics covered during this episode include:
- How Hayk's breakdancing experience informs his innovative sales strategies.
- Why tailoring sales offerings to procurement professionals can lead to cost-effective solutions.
- How academic principles of behavioural science face challenges in real-world application.
- How behavioural science plays a transformative role in modern B2B sales strategies.
- Why understanding human behaviour is crucial for industries like recruitment and finance.
- How ethical implications arise from leveraging behavioural insights in sales.
- How emotions and cognitive biases like loss aversion can impact decision-making processes.
- Why anchoring techniques can be effective in gaining client responses in B2B sales.
- Why sales should focus on human interactions rather than purely business transactions.
- Why understanding individual agendas within a company enhances tailored sales offerings.
- Recommend resources that can aid in understanding cognitive biases.
- What Hayk’s leadership method looks like at InsightGenie.
- Why framing innovation as a cost-effective solution is vital for engaging decision-makers.
- Hayk’s top three tips for sales professionals to utilize behavioural science ethically.
Hayk Hakobyan on LinkedIn: https://uk.linkedin.com/in/haykhakobyan