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Pull Their Trigger
By: Jim Domanski
Copyright Teleconcepts Consulting 2003
Just suppose for one brief minute that you could simply pull a
trigger or a lever and then…BAM… your customer would
automatically buy.
Would you like that?
Well, you can…to some degree…if you understand a bit about the
art and science of persuasion. Sound farfetched? You might be
surprised. This week we’ll take a look at a “trigger” that you
can use to influence your customers and to get them to take
action and/or buy.
Understanding Influence
First and foremost, if you haven’t bought “Influence: The
Psychology of Persuasion” by Robert. B. Cialdini, then drop
everything and do so now. If you’re even remotely involved in
marketing or sales, this book is a must. Cialdini, a
psychologist, looks at why some people are remarkably persuasive
and the six secrets behind our powerful influence to comply.
The ‘Because’ Trigger
By way of an example, Cialdini refers to a set of experiments
conducted by Harvard professor Ellen Langer concerning the use
of the ‘because’ trigger. The ‘because’ trigger is based on a
well know principle of human behavior which says that if we ask
someone to do us a favor, we’ll be more successful if we provide
a reason.
Langer tested this in three experiments. In the first
experiment, Langer asked a small favor of people waiting in line
to use a copying machine. “Excuse me,” she said, I have five
pages. May I use this Xerox machine because I am in rush?”
Ninety-Four percent of those asked let her skip ahead to the
front of the line.
In the second experiment, she said, “Excuse me, I have five
pages. May I use the Xerox machine?” The rate of compliance
dropped to 60%. It would seem fairly evident why this might
happen. In the first case, those waiting in line were given
additional information (“I’m in a rush.”) or a reason.
But Langer conducted a final experiment to reveal that
additional information was not the reason for compliance.. In
the third experiment, Langer asked “Excuse me, I have five
pages. May I use the Xerox machine because I have to make some
copies?” Incredibly, 93% of those asked allow her to step to the
front of the line and make copies. It appears that it was not
the ‘reason’ behind the request that led to compliance but
rather the use of the word ‘because.’
Cialdini explains that the word ‘because’ triggers an automatic
compliance response from people even when they were not given a
subsequent reason to comply. In our crazy, complex and hectic
world human beings have learned to make life a little easier and
a little more manageable by disseminating information into
manageable packets. These are “triggers”. Triggers refer to
those things that elicit a response in our behavior. Hence, many
of us have been conditioned when we hear the word ‘because.’ We
accept that whatever follows is legitimate and rational…whether
it is or not.
Skeptical?
Ya. So was I. But I conducted my own set of ‘because’
experiments with my wife and kids over several weeks. The
requests focused on making coffee and getting a back rub. While
hardly as noteworthy and scientific as the study from Harvard,
the use of ‘because’ was decidedly more effective and successful
regardless of the reason I attached to it. (They still haven’t
caught on…much to my benefit!)
I tell you: I am not so skeptical now.
Applying it to the Sales World
So what does that mean to those of you in sales? How can we
apply this? There appears to be two ways you can use this.
1. Tactical
When explaining how your product works, how it functions or how
it can benefit the client, use “because.” Sprinkle it liberally
in your message. For instance:
“…because our posters arrive weekly, the look and the message
changes constantly so that it catches your employees attention,
and because it catches their attention, the awareness level of
safety increases significantly. This means a safer work
environment and less worker comp claims.”
“…I recommend our TENS program because we do all the paperwork
for you which means less hassle and headache…”
“…I recommend you try our brand toner because it is of equal
quality and value and because it will yield a better margin for
you and your store.”
It’s not rocket science. It’s simple and straightforward.
2. Strategic
Use because to explain a special offer or the reason for a sale.
For example:
‘Because our buyer over purchased, we can offer these items
at a reduced cost…”
“Because of the recent political events and because of the
recent economic turn down, we are offering our program at a 20%
discount…”
“Because there is no middleman, we can offer the same products
to you at less price than your current supplier…”
Easy isn’t it?
Summary
I don’t precisely know the precise impact ‘because’ has on the
selling process. Obviously, it doesn’t guarantee a sale but I
know that there is evidence that supports its use. I know I have
tested it in an ad hoc manner and found it works. I do know that
it makes sense. I do know it can’t hurt. And I do know that it
just might give me (and you) that ‘edge’ in selling that we’re
all looking for.
And because it is so simple to use, I recommend you get started
now and see what it does for your sales.
Good Selling!
About The Author
Jim Domanski is President of Teleconcepts Consulting, a firm
that helps businesses and individuals use the telephone more
effectively to generate leads and sell more product. For more
information visit his web site at
teleconceptsconsulting.com or call 613-591-1998.
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