Give your prospect the psychological freedom to accept your proposal
Professors Nicolas Gueguen, of South-Brittany University, and Alexandre Pascual, of the University of Bordeaux, conducted an experiment to test the power of freedom of choice. Eighty men and women were selected at random in a shopping mall and assigned to either a control or test group (20 men and 20 women in each).
In the control group, the experimenter would approach the subject and ask, “Sorry Madam/Sir, would you have some coins to take the bus please?” In the test group, the experimenter would ask, ”Sorry Madam/Sir, would you have some coins to take the bus please? But you are free to accept or to refuse.” ["BYAF"]
… gave more than twice as much money!!
In a subsequent experiment, the experimenters approached 73 men and 89 women. The control group was asked, ”Sorry Madam/Sir We are currently conducting a survey on the perception of the local merchants and craft work of your town. Would you accept to respond to a questionnaire that will take you 5-8 minutes?”. The test group was asked ”Sorry Madam/Sir, I have something to ask you but you are free to accept or to refuse. We are currently conducting a survey on the perception of the local merchants and craft work of your town. Would you accept to respond to a questionnaire that will take you 5-8 minutes?”. When they tabulated the results they found that 19% MORE people complied with the 2nd phrasing of the request.
To validate the technique, Professor Christopher J. Carpenter of Western Illinois University reviewed the research of 42 similar experiments conducted on over 22,000 people and found that the BYAF approach at least doubled the compliance rate over the original request.
Why does it work?
The BYAF technique works because CONTROL for the decision is given BACK to the prospect. They now have the FREEDOM to choose. Beyond this, it also establishes a reciprocity framework whereby the prospect may not want to injure or deprive the requesting party by refusing the offer after having been GIVEN the freedom to choose. Other ways to phrase the request include:
By giving your prospect the freedom to choose you give them back their sense of control. Watch your persuasion power climb as a result.
As examples, you can see the jettisoned aspects of people’s lives in such things as:
Afterwards, these people enter a brand new phase of their life where their sense of self-identity is SUPPORTED, ENHANCED, or REPAIRED by the NEW things they have replaced the OLD with.
Marketers must understand that self-identity is one of the key foundations upon which their prospect’s lives are built upon. How can you use this understanding? Two studies by Stanford researchers Christopher Bryan, Greg Walton and Carol Dweck will offer an example.
Voting in free elections is a right, and a hard won privilege. But surprisingly the overall trend in voter turn out in the US and Canada is on the decline. In the 2011 US Presidential election a lowly 57.5% of those eligible to vote actually did. Declining voter turn out is enough of a problem that there is even a formula1 to determine whether one will vote:
PB + D > C, where
It was clear to the researchers that the marketing of elections had to change in order to improve voter engagement. They conducted two separate experiments during major elections in New Jersey and California. Three hundred prospective voters were divided into two groups and asked one of two questions:
The first question uses a frame which refers to the individual’s self-identity, while the second refers to an action that they might perform. When the results of who actually voted were tabulated, the research found that the group exposed to the self-identity question voted at a rate that was almost 14% higher in the first election, and almost 17 % higher in the second election. In an election setting, the addition of 14% – 17% more people at the polls can dramatically upset “predicted” results with incumbent governing parties being ousted, new presidents being elected, and current kings dethroned.
Bryan states, ‘When voting is framed as an indication of the kind of person you are, it’s likely to feel more meaningful. And you’re more likely to do it.”
How can you use this knowledge?
In your marketing, recognize that your prospect’s self-identity is longing to be recognized. If you were promoting an environmental cause, you could use the Support, Enhance, Repair, or Don’t Want to Be framework by:
Helping your prospects assert their self-identity THROUGH your product or service is a powerful way to connect with them. Show them how they can do that.
But what if you could create an environment where the prospect could persuade themselves?
Social Proof is a powerful and prevalent psychological phenomenon where people look to the actions of others to decide how to act themselves. A 2008 study by Noah J. Goldstein, Robert B. Cialdini, and Vladas Griskevicius demonstrated how persuasive this influence tactic is. To observe it, they conducted a study over several months in a mid-sized, mid-priced, hotel to see if they could get guests to be more environmentally friendly.
In the first instance of the study they placed cards in the guest rooms asking people to:
About 1/3 of the guests complied with this request. They then changed the wording to:
The new “social proof” oriented message immediately caused a 25% upswing in towel reuse.
The researchers then focused their experiment on whether different reference groups would affect the outcomes. Using the same hotel as in the first experiment, they placed five different message cards in the guest rooms:
*message #2 differs from message #4 only in referring to the participant as either a “guest” or a “citizen”
As predicted, the messages that described the kinds of people that participated in environmentally friendly behavior resulted in higher towel re-use. The most powerful instance was the same room message (#3) which resulted in almost 50% of guests re-using their towels, an upswing of almost 33% better than the standard environmental message.
How can you use this understanding of human nature? When you are creating your sales messages refer to the peer group your target market is part of and provide proof that the desired behavior is already taking place. If you were selling golf clubs, here are 3 example messages you could use with the social proof element:
People love social proof because it lowers their risk of action by demonstrating that other people in their peer group are already doing it.
by Kurian M. Tharakan
Fans of Star Trek know that when the star ship Enterprise is threatened, Captain Kirk’s first response is to raise shields. Its exactly the same response found in your clients when you pitch them on purchasing a new product or service.
On some level, your prospects view you as a threat, at least at the beginning of a relationship. Their defense shields are raised, and the key messages of your pitch, if they can get through at all, are filtered through a thick screen of suspicion. When someone is faced with doing something new, whose risks of execution and outcome are unknown, the safest course of action is to say “no”. By saying “no” they remain safe in the status quo.
How can you penetrate your client’s defense shields to ensure your message get’s through? Use the Disrupt Then Reframe (DTR) technique.
A paper published in the Journal of Personality and Social Psychology in 1999 detailed a study conducted by psychologists Barbara Price Davis and Eric S. Knowles. Two research assistants were sent door to door to sell Christmas cards in several neighborhoods in a small city. The people they approached were told that the profits from the cards were to benefit a local home for developmentally challenged children and adults, whose residents actually drew the pictures for the package of eight holiday cards.
In the experiment, when the homeowner answered the door the researchers would use the following script:
“I would like to show you some cards made by clients of the Richardson Center. Are you familiar with the Richardson Center? Then you know that it is a nonprofit organization that has great programs for developmentally disabled children and adults. These cards are made by clients at the center and come eight to a package. Would you like to know the price?”
The script then diverged to one of the following three scripts, on a random assignment:
Script 1) Disrupt then Re-Frame – The researcher would say: ”This package of cards sells for 300 pennies.” After a 2-second pause, she would continue, “That’s $3. It’s a bargain.”
Script 2) Price Only – The researcher simply stated that the price of the package was $3.
Script 3) Re-frame Only – The researcher stated that the price of the package was $3, and then, after a 2 second pause added, “It’s a bargain.”
The results speak to the enormous power of such techniques as disruption and reframing. In the DTR condition, 65% of prospects bought the cards, while in the Price Only and Re-frame Only scripts, only 35% of prospects chose to buy.
In script 1, by stating the price in terms of pennies the researcher was able to slightly disrupt the prospect’s thought pattern. They then went on to re-frame the price as “a bargain.” Taken together, this produced an outcome that was almost twice as powerful as any other offer.
Your prospect’s defense shields are always present. By crafting a message that gets them out of their established thought patterns you will have a greater ability to influence them.
To view original post please visit: http://strategypeak.com/mr-sulu-raise-shields-sales-pitch-coming/
The next step was to pick the cheeses to go with each of the 7 beers selected for this year’s event. We checked with 3 experts: Mr. Google Search, a qualified Sommelier and an experienced Cheese Monger. There was surprising agreement! Results presented below. Please note the date and time: NABI Oktoberfest V - Wednesday, October 23rd, 2013, 4:00 till 7:00pm at our Campbell location.
Alley Kat Pumpkin Pie Spiced Ale
The name says it all.
Brie or Camembert. Swiss cows’ milk (Gruyere, Ementaller)
Krombacher Weizen, Krombacher
Wheat beer. Cloudy, naturally.
Simple chevre goat cheese (maybe a hint of cranberries) or herbed spread such as Boursin; fresh mozzarella.
Black Tusk Ale, Whistler Brewing
English-style mild ale. A hint of bitter, chocolate and coffee. Brewed since 1989; 2 World Awards.
Pepper cheese, Monterey/Pepper Jack; smoked gouda (pepper, not wine)
Lions Winter Ale (10th year anniversary), Granville Island Brewing
A dark and delicious cold weather classic. This is a very smooth ale!
3-5 year Cheddar, 3 year aged Gouda from Holland
Oloroso Cask, Innis & Gunn
Oak aged beer matured in rare Oloroso Sherry casks.
Soft goats cheese; olives, figs. Manchego, Asiago; Romano in a pinch.
1772 India Pale Ale, Gahan House Brewing
Copper in color, this medium bodied ale has the IPA (hoppy) characteristics of being high in alcohol with a bitter finish.
Milder blue such as Gorgonzola or Cambozola. Roquefort.
Double Espresso Beer, TSA Brewing
Double strength coffee bean and toasted oatmeal flavors. Lightly hoppy, smooth, silky and that welcoming coffee bite.
Aged Gouda. Or maybe double or triple crème brie. Ricotta on a Biscotti or Gjetost (pronounced yay-toast).
Dar Schwanbeck, CMC
NABI Business Development Network
by Kurian M. Tharakan
In 1974, 3M researcher Art Fry wanted a better bookmark, one that would stay in place in his church hymnals. His solution was to add a small adhesive strip to the bookmark paper and thus the 3M Post-it note was born. Post-its have since enjoyed wide spread adoption in both the office and home, but would you believe that in addition to being a useful way to communicate they can also dramatically increase your persuasion power?
Randy Garner is a professor of behavioral sciences at Sam Houston State University in Texas. In 2005, he published a paper in the Journal of Consumer Psychology documenting his famous Post-it note study.
Garner randomly selected 150 full time faculty members at a university to receive a request to complete a five page survey on the university campus climate. The surveys were sent through inter-office mail in the following manner:
The message on items a) and b) were “Please take a few minutes to complete this for us. Thank you!”. Of course, there was no message on the control group’s (c) surveys.
The startling results were as follows:
18 of the 50 participants (36%) in the no message group had the survey returned
What accounted for such a strong response in the Post-it note group?
The researchers believe that the application of the hand written Post-it note message on the cover letter was viewed by the recipient as a personal request or favor. When combined with the deluge of impersonal packages and mailings one normally receives on their desk, the fact that someone had taken the time to use a handwritten Post-it implied that they thought it important enough that they make a personal request. The least the recipient could do was make an effort to comply with that request!
Personalizing your requests, even with a simple device as a Post-it note, can dramatically increase your powers of persuasion.
To view original article please click here
An early step in hosting a networking event called “Oktoberfest” might be to consider which beers you would feature. Well, with a little help from my friends, a couple of Certified Sommeliers and business acquaintances, we’re close to settling on 6 or 7 for this year’s NABI Oktoberfest V (date is Wednesday, October 23rd, 2013). The beer candidates for this year (so far) include the following:
(to be determined)
A Pumpkin beer, TBD
Waiting release from the breweries.
Sam Adams Oktoberfest
A blend of 5 malts for a rich hearty flavor.
Stay tuned for the cheeses. By the way, “Why beer and cheese?” you might ask? Well, the carbon dioxide in the beer does a better job of releasing cheese flavors….compared to that other beverage often consumed with cheese.
Attended the first workshop in the series last night (October 3rd) at NABI's office in St. Albert. This session was an overview of key topics driving retail success including: Customer Relationship Management, Marketing, Sales, Retail Technology and Cash flow/Profitability. The session was led by Scott Smith and Dan Holman of Canadian Retail Solutions. These guys know what they are talking about and had a lot of great tips that could be immediately applied in any retail setting, whether a clothing store or restaurant. My recommendation? If you are a small retailer and you don't attend the rest of these workshops (there are 5 to go over the next 5 months) I'm going to call your mother! A couple of snip-its: 1) Retail success is a function of Customer Service, Price and Product Selection. To be successful (in the long run) you need to do deliver 2 of these very well. For the small retailer, the most critical function is around knowing and building relationships with your customers. 2) As a rule of thumb, in any month, 50% of our customers should be return customers. 3) What is the most hated 4 letter word from a customer’s point of view? “Help.” Can I “help” you?
The next session in the Wealthy Retailer series is November 6th.
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As the Executive in Residence at the NABI business accelerator, I recently partnered with its Managing Director, Dar Schwanbeck, to run one of our clients through a crash course for a pitch on the nationally televised show Dragon’s Den (the American equivalent is Shark Tank.) In fact, this was the 2nd NABI client that has made an investment pitch on the den, and I have compiled the following takeaways on the psychology of enticing the dragons to invest. (Not pitching an investor any time soon? Not to worry! These techniques will also help you get what you want from bosses, spouses, customers, and small children.)
Beyond profiling a great product or service, your pitch should also contain the following:
Shock, Fascination, or Intrigue – The dragons’ minds are wandering during your entrance. Their brains are actively searching for WHY they should care. Give them a simple statement that startles them into rapt attention. Here’s an example if you are pitching a water purifying device. In the introduction, you can either say:
- or -
The 2nd statement allows a fluid transition into a description of your product WITH the dragons’ full attention.
… a “space western”.
Clarity – As a minimum, the pitch has to have clarity on the attributes of:
Tangible Demonstration – Nothing shows people what your product can do better than a physical demonstration. Imagination and understanding are stoked further when something is taken in hand. Get the dragons involved in a demo.
Risk Reduction – Every new investment involves risk. Show the dragons you understand what the risks are, and how you will quell them. By the way, nothing makes investment risk in a start up go away faster than showing you have sales. Show the dragons your sales pipeline to get a deal done fast.
Authority – Authority commands attention, respect, and intrigue. Show the dragon’s you are an authority on the market, its pain, your solution, and the competitive alternatives. Authority can come in many forms, but include the primary elements of knowledge, experience, credentials, and public recognition. Demonstrate all four in the pitch.
Scarcity - If it’s valuable, it’s probably scarce. Show the dragons that the opportunity to invest is (truthfully) fleeting. Some common reasons why include:
Repetition – Repetition drives the message deeper. What is the central unifying message of your pitch? Repeat it three times in the presentation. For the UNICEF Clean Water Campaign it might be “Water is life.”
Contrast – Something is “hot” only in relation to something that is “colder”. The dragons’ brains are actively looking for contrast to help them analyze and categorize the data for a decision. In the clean water example, the easiest way to employ contrast is to show a before and after comparison of the water. Dirty, polluted water before filtration, clean, clear water after.
Story – Now, wrap it all up in story. Humans have been gathering in groups to tell stories for millennia. Stories have the ability to draw and keep attention, fascinate, intrigue, and engage all our mental and emotional energies. Great brands are about great stories. Create a powerful narrative to tell.
Time - Finally, keep the pitch short. Just long enough to get all of the above out, but no longer.
View the original blog post at: http://strategypeak.com/survive-dragon-fire/
Beginning in October, Canadian Retail Solutions and NABI will be presenting the Wealthy Retailer series of workshops.
Designed for the independent retailer who recognizes the need for sharply honed skills when competing with large, multinational chains, The Wealthy Retailer will help retail owners and managers evaluate key aspects of their business and improve overall performance in the store and out. Led by experienced thought leaders of various specialties in retail, the six, monthly sessions will cover a diverse range of subjects that will include everything from merchandising to Key Performance Indicators, with a focus on building and sustaining cash flow and profit.
The Wealthy Retailer Workshops will begin October 2nd, 2013 and will continue on the first Wednesday of every month until March 2014. Cost will be $145 for all 6 sessions or $29 per individual session. We look forward to seeing you there. Space will be limited, so stay tuned for more details.
Contact email@example.com for more details. Or register online via our Events Calendar.
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