Two decades ago, I spent three years selling advertising. There are a few kinds of advertising that pay off and quite well at that…but not many. I learned a lot about advertising by selling it.
One thing I learned was that I probably would never actually buy advertising myself, at least not at retail prices…and as a rule, I spend about 2% of my total revenues in business on traditional advertising. When you sell advertising, you have an inside opportunity to learn numerous client strategies that bring a “sale” to “yes” or “no.”
One of the strategies you learn from clients is that they want to advertise but they don’t want the biggest ad. (This is usually a mistake, by the way, as the smaller an ad, the less productive per dollar it tends to be across mediums and especially in print.) Because of the tendency for most people to buy a smaller unit of advertising, selling advertising was sadly easy.
The Contrast Principle
“Would you prefer the full page at $2000 or the 1/4 page at $750?”
“I think I’ll go with the 1/4 page.”
It was always this easy:
- Two options.
- Big price distinction.
- Customer purchased the smaller option almost all of the time.
I never understood why all the sales reps didn’t do this. Did they know something I didn’t?
Apparently not, as some 20 years later, we now know how most people respond in situations like this whether in business or personal life. The research shows that when people turn down a large request they often comply with a significantly smaller second request.
Of particular interest is the fact that if the second request is made by a different person than the first request, compliance tends to reduce.
What’s Guilt Got to Do With It?
Perhaps we can surmise that people feel compelled to comply with requests that are very small because they feel a sense of guilt for saying no to the first larger request. Perhaps some other emotion or affect is in question, but the fact remains…the smaller second request is often accepted if the first is rejected…and more often if the same person asks for the second request.
Finally, the shorter duration of time between the two requests, the better chance of compliance. Best? If the request comes in the same conversation!
Discover the Science Behind Tactics & Techniques of Persuasion
Science of Influence CD Set Volumes 1-12
“Wow! The Science of Influence is the best information I have ever come across. I went to church with my mother this morning and instead of focusing on the sermon, I was thinking of ways the minister could be more effective in his PRESENTATION. By just taking the flock into the future, and appealing to the group mentality he might have gotten one yes, he did not get any. The fear of not being in the flock for eternity may have swayed a few heads, as well. The applications are endless. Lookout, because once I have absorbed this information thoroughly, there are no limits on my ability to influence. This information is so powerful, a license should be required to use it. Amazing. Thanks.” Steve Hutcherson, St. Charles, MO
- Universal Principles of Influence in Business and Relationships
- The Omega Strategy
- Mastering Omega Strategies
- Framing Techniques and Strategies
- The Keys That Unlock the Doors to Their Mind
- The Laws of Influence: Applications
- Mastering the Laws of Influence
- The Guarded Secrets- Confusion, Amendment, The Dominant Value and Strategic Framing
- Mastering the First 30 Seconds / Making Incredible First Impressions
- Proven Strategies and Techniques that Get to Yes!
- Metaphors and Emotions that Successfully Change Behavior
- Utilizing the Brain’s Perception and Projection to Change People
The Science of Influence is the place to begin. What makes the Science of Influence different from every other program about persuasion? This material is fresh, potent, tested, and has nearly all of what you will discover is new! There is no rehash of past salespeople or scholars.
Science of Influence Master’s Home Study Course (12 CDs)
with Kevin Hogan, Psy.D.
This program is the culmination of years of selling synthesized with the last five years of academic research into compliance gaining, persuasion and influence. You won’t find a program like this, designed for you, anywhere else.