Book Preview: How Consumers’ Decisions Get Influenced
By
Joe Keenan
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and Catalog Success
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2. Authority. Creating a sense of expertise or knowledge greatly enhances your ability to persuade. When you’re viewed as an authority, your customer perceives less risk and feels more assurance and trust in the decision you helped them to make, Granger says. Ways to go about establishing your authority include dressing the part as an expert, promoting past accomplishments, obtaining and promoting positive endorsements from people who’ve worked with you, using titles, and making aware any awards you’ve received.
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- Joe Keenan
- Russell H. Granger
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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Catalog Success
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