Book Preview: How Consumers’ Decisions Get Influenced

* 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.