The Most Effective Persuasion Techniques for Sales
Foot-to-Door Technique. The Technique Of Slamming The Door To The Face. Anchoring (Anchoring) Technique. Commitment and Consistency and Social Proof. Reciprocal Persuasion Technique. We examined methods such as.
There are 8 effective persuasion techniques used by successful people and world famous businesses. These persuasion techniques focus on the subconscious of people and, when properly understood and used correctly, can provide first-class results.
In our article, we will examine in depth these effective techniques that will help you convince people, especially in sales. We will talk about real life application examples and the experimental part of the job.
1- Foot-on Door Technique
The basic principle of the stepping-in-the-door technique is to demand a much smaller favor before asking people for a great favor. By first asking for something small, you make the other person "responsible" for helping you, so that the enormous subsequent demand technically seems to be a continuation of something already agreed upon.
Real Life Examples
A tourist group asks you for directions. Then they ask if they could get lost and if you could get them there. Your reaction will most likely be negative when they directly state their request to be taken there, whereas you are much more likely to accept such an offer.
You missed a lesson and asked your classmate for lecture notes. Later, you admitted that you were a complete example of irresponsibility this semester and asked for the notes for the whole semester. By asking for the little good first, you increase your chances of getting the big one even more - so you can easily achieve your ultimate goal of getting your classmate's notes comfortably.
You failed an important midterm exam and you are not able to retake this course. You asked your teacher for feedback on your exam and why you failed, and then asked to retake this lesson. Creating such a scenario instead of directly asking for a lesson repeat will make you much more successful.
Let's also look at the experimental aspect of the job. In 1966, two Stanford researchers - Jonathan Freedman and Scott Fraser - decided to test the effectiveness of stepping on the door from persuasion techniques. They divided the experimental groups of 156 women into four. They called the first three groups and asked them a few simple questions about the kitchen products they use in their home.
Three days later, they personally saw the kitchen cabinets and demanded to sort their products into catalogs. Only the second request was submitted to the other group. As a result, it was observed that the first three groups had a concordance rate of 52.8%, while the last group had a concordance rate of only 22.2%.
2- Door Slamming Technique
Shouting how perfect this article is, would you run around in the streets naked? No?
Would you at least share our article with your friends on Facebook?
The technique of slamming the door face to face is in principle the opposite of our previous persuasion technique. First you want something big that the other person will never approve of, and then you ask them to do something much easier, unlike the previous one.
Real Life Examples
You asked a classmate to run you for his upcoming midterm in Advanced Statistics. And you also stated that you don't have the slightest idea of the lesson. Your classmate said he didn't have time, he apologized and refused your offer. You wouldn't have met much before anyway. Afterwards, you asked the same person to get their notes and your request was accepted.
You asked your friend to loan you $ 100 and you got the answer "No". Then "Can I get at least $ 20?" you asked. And you got the money. Isn't it beautiful?
A supermarket has a policy of requesting a donation to a charity before a customer requests a payment. Most customers refrained from donating when the cashiers asked them to make a donation of $ 100 , but it was observed that the number of donations increased exponentially when "only $ 5" was requested.
A research was conducted on whether the door slamming technique would be effective in retail sales. A salesman was selling cheese to people passing by from a hut in the Austrian Alps. In the first scenario, hikers were offered half a kilo of cheese for $ 4.
In the second scenario, the salespeople first offered customers the opportunity to purchase 2 pieces of cheese for $ 8 a pound, and after this offer was rejected, customers were asked for $ 4 per package. As a result, the observed compliance rates were strikingly different - 9% for the first demand and 24% for the second.
3- Anchoring (Anchoring) Technique
The basic principle of the hoeing technique is cognitive bias that exists in most decision-making processes.
Imagine. How do you know which of the two products is "good"? You compare it with a similar product and make a decision from there, right?
This technique is used in many different areas. Especially often used in pricing. Hoeing can be a powerful persuasion technique when used correctly.
Real Life Examples
You want to buy a new car and you come across a car that costs $ 90,000. You negotiated with your dealer and reduced the cost to $ 85,000. You will come home very happy and think what a great bargain you have made. However, the real value of the car is much less than $ 90,000. This initial price of $ 90,000 acts as an anchor, so you would perceive a lower price offer as a "good deal".
You received a new job offer, your first salary offer was $ 6000 per month. You bargained for $ 6500. Oops! Just like in the previous example, you may have been a victim of the price-breaking technique, perhaps your job deserved a much higher salary.
As you can see, it may seem attractive to lower the initial bid by more than 10% during the sales process, but the product may still be selling much higher than its real value.
The Economist magazine had three different subscription options. A) $ 59 online magazine subscription. B) $ 125 print subscription and C) $ 125 print and online subscription. In a study conducted on 100 university students, it was seen that 16 of the students chose option A and 84 students chose option C.
Experimental experts then removed option B and applied the same test on another 100 students. In this case, 68 students chose option A and 32 students chose option C.
The key point here is to use option B as an anchor. No one has chosen it, it is only used to increase the value of option C.
4- Commitment and Consistency
People tend to be consistent in their behavior and beliefs. If you get someone to make a commitment to do a little task, you can also use this initial commitment to get them to do more for you.
Real Life Examples
Often times we buy the same brands over and over again. Think about it… When was the last time you tried a different brand of snack or drink?
"Hey, can you give me a dollar?" instead of saying "Can you take a look?" "Sure" "I wonder if you have more than 1 dollar?" Entering a dialogue as an example of the widespread use of this technique.
You've probably heard of how goal setting can help productivity. This is because of consistency: you realize that the goals you put on paper are what you want and how hard you will go to achieve them.
Suppose you work in a non-governmental organization and collect money for a specific reason. Before asking for a donation, you can ask the other person whether he / she supports the purpose you defend. If your purpose is reasonable and fair, you will definitely get positive answers. First of all, you are likely to raise much larger amounts of donations by asking such a question.
Many websites that sell any product these days use the principle of consistency to enable you to sign up for company mailing lists. The pop-ups they create are usually "Yes, save me. I love easy money! ”Or“ No, I would rather fail ”etc. defends opinions. No matter how illogical these discourses may seem at first glance, they essentially help increase conversion rates.
5 - Social Proof
Most of your friends cite our article for their persuasion-based advice. So you should do this too: "If everybody believes this, this information is absolutely correct".
Social Proof is one of the most notable persuasion techniques. It does not take much of your time to realize that the "group perception" in most social groups is at a high level. Someone mentions an idea and everyone agrees. even if they don't all agree! Because people tend to look at what their peers are doing when making a decision and behave in a similar way.
Real Life Examples
If you have an empty tip box at your workplace, you may want to consider filling it up a bit before starting your shift. Customers will be much more likely to tip if they see a full instead of an empty box. so they will probably want to do the same thing with others.
You are much more likely to like a Facebook post that has received a lot of likes than a Facebook post with a zero likes.
The reason most people smoke is social proof: Everyone smokes, so I should smoke too. Despite all the health problems and terrible taste it brings with it.
In an experiment conducted in 1935, several items were placed in a dark room, 15 meters away, with a point of light. Subjects were then asked to state their estimates of how far the point went. All participants expressed their experiences with different numbers.
The same people were brought together on the second day and the same question was asked. This time they all agreed on a figure very different from their previous estimates.
"9 out of 10 of Persuasion Experts think this article is the best source for advice on persuasion. "
Was such a statement not enough to convince you of the invaluable value of our article?
People also look at the attitude of authority in any field or topic to be persuaded, so showing yourself as a source of authority can go a long way toward persuasion.
Real Life Examples
Most startups or small businesses put an "as seen" logo on their landing pages if they have featured on leading media sites. For example a company Linkedin etc. Is it featured on the official website of one of the leading companies in the business world? Since this situation cannot be considered an ordinary event for everyone, it will be enough to create the perception that the company in question has done a great job.
Product X won the award for best iOS app of 2015.
9 out of 10 dentists claim that a particular toothpaste brand is the best on the market. The product in question also provides clean drinking water to third world countries and also treats cancer.
Agencies tend to mention their previous customers on their landing pages. This is especially true if they have worked with large companies.
Stanley Milgram, a psychologist at Yale University, conducted a series of psychological research. This study, later known as the Milgram Experiment, had three participants - experiment organizer, teacher, and learner (preselected). The volunteer teacher asks questions to the learner, a player specially assigned for the experiment.
When the student answers incorrectly, the teacher applies an electric shock to the subject. The experimenter continues to force the teacher to use the electric shock even after the student is "gripped in pain". In most cases, the teacher continues the experiment despite knowing that it causes another person to suffer unbearably. As a result, it was observed that 8 out of 10 teachers did not get any response from their students and continued to apply electric shocks even after believing that their student was dead. The implication is that most people tend to submit to authority - even if the job is to continue a behavior that is clearly wrong.
What if we say "If you do not share this post on Facebook, it will be removed in the next five seconds"?
Wouldn't you try to share in a hurry?
Scarcity is one of the persuasion techniques most frequently used by vendors and marketers. People tend to want things that are in low supply more. If you can convince a person that something is only available for a limited time or has a limited stock, they will be much more likely to want that thing.
Real Life Examples
The Booking.com website always shows that there are only 2-3 rooms left in that hotel or 20 more people are looking at the same hotel.
The X items in the LIMITED TIME DISCOUNT COME TO CHANGE YOUR LIFE. BUY NOW.
While digital marketers use scarcity by offering their products for a certain period of time, for example once a year, they also emphasize that the product has a limited time offer. Similarly, offering a discount and adding a timer or expiry date to your posting is an option for you to create a perception of scarcity and persuade people. The more stress you create about how limited the product is, the higher your conversion rate.
Let's say you're a door-to-door salesperson. With this persuasion technique, you can increase your sales almost like crazy. How Does? For example, you could say that you were only in that area for the day or that you are running a special promotion that will never be seen again. That is, you need to show the customer that they cannot purchase the product at a later date.
In an experiment conducted by Luigi Mittone and Lucia Savadori, 180 students were divided into two groups. One of the groups introduced a product allegedly scarce, and the other a product with abundance. The experiment organizers concluded that the students were very likely to choose a product that was reported to be limited.
8- Reciprocal Persuasion Technique
People tend to feel obliged to reward any good done to them. They insist on giving something in return for what they have received, regardless of whether the person likes the gift or not. It is always beneficial for you to feel that someone owes you money, because your chances of getting something you want increase exponentially.
Real Life Examples
Let's say you're raising money to help orphans find a new home. Before you search for potential donors, you could organize a small event where children make bracelets out of different materials (funly, not child labor bullying, of course). Before requesting a donation, you can present the bracelet and make the person feel indebted.
If I had asked you to share our article on your site's landing page before reading this post, you probably wouldn't. Now that you have learned all kinds of useful and effective persuasion techniques and different case studies, you are much more likely to do this.
A study conducted in a luxury restaurant showed that the degree of the waiter's generous and friendly demeanor influenced the customers' high tips. In the first scenario, the waiter gives each customer a piece of chocolate that will allow them to tip 18% more.
In the second, after giving a piece of candy, he goes away, but suddenly returns and offers another piece of candy according to the customer's preference. This method increased the tip received by 21%.