Book Preview: How Consumers’ Decisions Get Influenced
3. Consistency. Engender consistency with past actions. In his book, Granger notes that values, beliefs and feelings have little to do with fact and logic. Reality is whatever we perceive it to be. Therefore, your customers’ perception is their reality. Learn this reality, and work to it, Granger advises. Learn how your customer is consistent with regard to the following elements: spending habits, affiliations with clubs or associations, religious leanings, peer group values, automatic or analytic mode, prior actions, among other things.
4. Reciprocity. This trigger is based on the quid pro quo theory. The recipient of a gift is more likely to give you something back in return. Before presenting your pitch to a customer, make a list of all the goods, services and information you could provide this person. Then present the gifts that are most appropriate, Granger advises. Here are some possible offerings:
* physical — flowers, candy, product samples, corporate promotional gifts;
* entertainment — show or sports tickets, golf outing;
* information — competitive data, consultation, helpful Web site URLs;
* compliments — praise, your time; and
* business — time off, bonus, award or recognition, promotion.
5. Contrast. Compare your proposal or request in a favorable manner to other available options. Show how your proposal is better than the other options, different from the competition’s, Granger says. For example, if the other company’s offer is risk-averse, highlight how your offer will preclude risk. Some areas to examine for beneficial comparisons include cost comparisons, time comparisons, resource comparisons, seek options and compare.
6. Reasons why. The reason why can be anything the other person will accept, Granger says in his book. It can be your reason or his. The key is to do your homework. Write out a list of reasons why your customers should do what you want. List honest, plausible reasons he should act now rather than later. Here are some possible reasons why your customer should say yes: cost, exclusivity, impending event and new information, among others.