Book Preview: How Consumers’ Decisions Get Influenced

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.