The Hidden Bias That Sabotages Sales

We all assume others see the world the way we do. That simple mistake fuels conflict, kills trust and blocks opportunity. Learning to stop it is not optional, it is the skill that changes everything.

The Core Principle: Egocentric Bias 

Egocentric bias is our natural tendency to see the world primarily from our own perspective and to perceive the perspectives of others as incomplete or distorted. We assume automatically that others think, feel, and act in ways similar to ourselves. Even young children demonstrate this behavior. A four-year-old hides behind a tree during a game of hide-and-seek but believes that nobody can see him, even though his head or feet are clearly visible. He simply has not yet developed the understanding that others can see the situation differently. In his mind, hiding is exactly as he experiences it.

Psychologically, this is a cognitive shortcut. Our brain wants to process information quickly, make decisions, and conserve energy. This simplified way of thinking evolved because it helped our ancestors react swiftly in unknown or dangerous situations without overloading their brains. Evaluating every situation with every perspective, every piece of information, and every possible outcome would consume enormous energy. Studies in cognitive psychology show that we automatically filter information through the lens of our own experiences. The result is that we systematically overestimate how well others can understand our thoughts and feelings.

Why Egocentric Bias Holds Us Back 

Egocentric bias becomes stronger under certain conditions. When we are stressed or facing problems, our brains rely even more on simplified interpretations to make quick decisions. Negative emotions such as anger or frustration make us view everything through our own lens. Positive emotions like pride or good mood lead us to assume that others share our perspective or agree with us. A lack of information strengthens the self-centered perspective because we tend to fill in gaps with our own assumptions. Self-image also plays a role. We want the world to align with our ego, so we interpret the actions or statements of others in ways that confirm our own self-perception.

The problem is that this self-centered perspective is deeply ingrained. Even when we are aware of it, we must actively work against these automatic interpretations. Otherwise, misunderstandings, conflicts, and misjudgments arise both professionally and personally.

Everyday Examples:

🛟    Arguments over small things: After a stressful day, you come home and see your partner’s coffee cup still on the kitchen counter. You interpret this as negligence or disinterest, while your partner may simply have been distracted or also had a tough day.

🛟    Misunderstandings in digital communication: You send someone a message on WhatsApp: „I have to tell you something“ or „Please call me.“ You see that it was read, but there is no reply. Your brain immediately interprets it as „They are ignoring me“ or „They do not want to talk to me.“ In reality, the person may simply be busy or still processing their thoughts or tasks.

🛟    Reducing job complexity: You tell a friend, „I work in marketing and handle the full strategy, campaign planning, and analysis.“ They reply, „Oh, so you just post a few things on social media.“ You feel diminished because the complexity of your work remains invisible.

Parenting: A child refuses to tidy up their toys. You interpret it as stubbornness or laziness, while the child may be tired, want to continue playing later or simply be absorbed in their own world.

Training Your Own Mind to Prevent Egocentric Bias 

To succeed in life, you must learn to control egocentric bias. It activates automatically whenever we interpret or jump to conclusions unconsciously. Without deliberate practice, our brains inevitably slip back into self-centered thinking.

🛟    Step One: 

Understand that nonconformity usually comes from lack of context. When others act or respond differently than expected, it does not automatically mean rejection or ill intent. Often they simply lack full perspective or are seeing the situation differently. When emotions are strong, such as anger, uncertainty or fear, these feelings are often driven by their own insecurity or sense of lost control. Emotions amplify egocentric bias because the person automatically interprets the situation through their own fears and assumptions.

🛟    Step Two: 

Always ask why Whenever something irritates, frustrates, or unsettles you, pause and ask about the context. Why is the person saying this? Why do they think this way? What is driving it? If you can deduce the answer yourself, you can respond more clearly. If not, ask directly. This questioning acts as a pattern interrupt. It stops the automatic self-centered mode, separates emotion from logic, and gives you time to understand the other person’s perspective. Only then can you assess the situation consciously and respond without emotional bias.

Application for Outbound and Inbound Callers 

Objections are the daily reality in sales. They trigger our egocentric bias because we project our own fears, experiences, and insecurities onto the situation. Recognizing this bias and interrupting it by asking „why“ transforms objections into opportunities.

Common Objections and How to Reframe Them. Some examples:

⚓   Customer: „I cannot talk right now“

• Automatic interpretation: The client is blocking me and has no interest. 
• Psychological background: „No time“ is unconsciously read as rejection but the client is simply protecting themselves and maintaining control. 
• Reframe: They may be saying, „I am not yet sure it is worth speaking to you.“ 
• Response: „May I ask a wired question.... Is it my voice, or do you generally not take calls from unknown numbers?“

⚓   Customer: „No budget“ 

• Automatic interpretation: The client has no money and the conversation is over. 
• Psychological background: The brain interprets it as final, but it is often uncertainty about the value of the investment. 
• Reframe: „I am not yet sure if this investment is worth it.“ 
• Response: „Is your concern primarily the cost, or the the investment?“

⚓   Customer: „We already work with someone“ 

• Automatic interpretation: No chance, they are committed. 
• Psychological background: Your ego feels excluded. Often this means, „We feel secure with our current provider.“ 
• Reframe: An opportunity to understand the situation better. 
• Response: „Interesting. May I ask what you particularly value about your current provider?“

⚓   Customer: „Please send me information by email“ 

• Automatic interpretation: They want to get rid of me. 
• Psychological background: Bias links the statement to personal rejection experiences. Often the client just needs time to consider or consult internally. 
• Reframe: Gain time to analyze. 
• Response: „Of course. May I ask which points are most important to you in the materials?“

⚓   Customer: „Your price is too high“ 

 Automatic interpretation: The client rejects. 

• Psychological background: Bias reads price as final decision. Often curiosity is behind it: „Why should I pay more, and what do I get for it?“ 
• Reframe: Shift to a value discussion. 
• Response: „Understood. May I ask what you are comparing our price to?“