We’ve all been there.
You’re introducing a new protocol to a practice, sharing a new idea internally, or presenting a solution to a customer. On paper, it’s a no-brainer.
The data stacks up, the benefits are clear, the logic makes sense - and yet the response is polite, vague, and familiar:
“Let’s think about it.”
The Logic Trap
When the logic holds up but the decision stalls, it’s rarely because your solution isn’t strong enough. More often, it’s because you’re only speaking to a small part of the person in front of you.
In animal health, we’re trained to value evidence. Facts matter. Data matters. Clinical reasoning matters.
But when it comes to decisions, especially decisions that involve change, behavioural science shows us that most decisions aren’t driven by logic first. They’re driven by emotion, identity, and perceived risk… and only then justified with facts.
Understanding the Iceberg Principle
A useful way to picture these conversations is the Iceberg Principle. Above the waterline is the visible 10% - the conscious, rational part of the mind. This is where price, features, protocols, and return on investment live.
Below the waterline is the other 90% - the subconscious drivers. This is where questions like these sit:
- Will this disrupt how we work?
- What does this decision say about me as a professional?
- What if this doesn’t deliver - and I’m responsible?
When someone says, “It’s too expensive” or “We don’t have time right now,” they’re often giving you a rational answer which signals a subconscious concern.
From Persuading to Exploring
When we meet hesitation with more data, more evidence, or a stronger pitch, it can actually increase resistance.
Not because the facts are wrong, but because they’re landing in the wrong place.
The most effective communicators in animal health don’t try to push harder on the surface. They get curious about what’s happening underneath.
They shift from persuading to exploring.
Instead of “Here’s why this makes sense,” they ask:
- “What feels like the biggest barrier right now?”
- “How would things look if this issue stayed the same for the next six months?”
Those kinds of questions create space for the real concerns to surface - and when that happens, conversations change.
Master the Conversation
Often, it isn’t what you’re saying that needs to change - it’s the order you’re saying it in. It’s about entering a conversation ready to understand what drives the decision, not just ready to explain your solution.
This shift is exactly what we dive into in our new course, Mastering Sales in Animal Health. Now that we've officially launched, you can access the full framework designed to help you build sales conversations that feel confident, structured, and authentic.
