Essay: Persuading consumers to buy a product (techniques)

Introduction:
The process of persuading consumers into buying a product or letting them give a salesperson access to their home is more complicated than one would think, it consists of a lot of strategically techniques in order to get the task done.
The Foot-in-the-mouth strategy:
This technique of compliance is typically considered as the one that is used to steal a few minutes of the consumers time, the way it is put in use is that the telemarketer may ask the consumer basic questions before introducing the product that he or she is selling, these questions may be considered ‘feel good’ questions. After asking these insignificant questions the consumer will feel inclined to answer your next question. The three most basic questions that telemarketers tend to ask are:
1. Does the target market have a few minutes to spare?
2. How the target market feels?
3. Ask them with a sentimental voce if you are disturbing them?
These are just the few questions that are commonly asked and throughout the years it’s been proven that this technique is the most commonly used to start the process of selling.
Example: (http://vinh.co/foot-in-the-mouth-small-questions-open-doors/)
The foot-in-the-door strategy:
In order for this technique to work the questions need to be consistent unlike the previous technique and which may be seen as easier by many telemarketers. The way it works is that an individual may ask an insignificant question or favour that he can build up later to make it a significant one leaving the individual with no choice but to agree.
Examples: (http://study.com/academy/lesson/foot-in-the-door-technique-definition-effect-examples.html)
Sam is completing a science project, which requires him to design and create a model of the solar system. He asks his mother, Nora, to help him create a design for his project. Nora draws a sketch and gathers the supplies for Sam. Sam then asks his mother to help him glue the pieces together, which she does. In the end, Nora ends up constructing the entire science project with little help from Sam. Nora wonders how this happened. Sam used the foot-in-the-door technique to get his mother to complete his science project.
The “Door in the face” strategy
According to Cialdini et al (1975:206-215) It is when a person asks or makes a request from the other person that is excessive which they will most likely to refuse. Then the person will ask for a less excessive request and then the other person will be more likely to accept. It works by first getting a no then a yes. When the other person refuses the first request, they may feel guilty about having refused another person and may fear rejection as a result. The second request gives them the opportunity ease the guilt and moderate any threat of social rejection. In effect the person making the request is making an exchange of concession for belonging.
This method works best when the request that is made has a socially valid element, for example when you want to learn something, teach people or help others. This is so that the other person does not reject the whole request.
The second request should be made immediately after the first request, before the effects of guilt and other motivators wear off.
Examples: Can I stay out until 4am? [Response is no]
Ok. How about midnight? [Response is yes]
Can you help me with all this work? [Response is no]
Well can you help me with this little bit? [Response is yes]
The “That’s not all” tactic.
It happens when offering or conceding something to somebody, rather than giving it to them as a final item, you give it in incremental pieces. Do not allow them to respond to each piece you give them, keep on offering more. The increments can be in different amounts, but each should surprise and delight the person. It can also help if the final increment is particularly desirable.
This technique is reminiscent of the highball tactic because it starts high and comes down. The only difference is that the “that’s not all tactic” does not do this in negotiated concessions.
However, it can seem like a negotiation. Burger (1986) found that this technique works partly because the customer sees the salesperson as entering into a type of negotiation by offering an additional product. With each increment, the customer feels an increasing obligation to purchase the product in return of the salesperson’s concessions.
Examples: Ladies and gentlemen, I’m not only going to reduce this by 10%, not even by 20% and not even by 40%. Today ladies and gentlemen, the price is reduced for you by a whopping 50%.
I’m not going to give you this cookie cutter. No. that’s not all I’m going to give you. For the same price, I’m going to throw in a fine steel spatula. A bargain I hear you say? But I’m going to make it even better, with this splendid temperature probe, absolutely free. Who wants this wonderful offer now?!
Lowball tactic
Low-balling refers to persuasion and selling technique in which an item or service is offered at a lower price than is actually intended to be charged, after which the price is raised to what is actually wanted.
Cognitive dissonance
When a person is already enjoying the benefits of the product and the prospect of an excellent deal then backing out would be a problem called cognitive dissonance this is then prevented by not emphasising the negative effect of the extra costs.
How this technique works is that you make the person agree to accept by making it quick and easy etc.
Maximise what they will be paying, by getting their commitment to this. Make it clear that the agreement is out of their own free will. Then change the agreement to what you really want. The person may disagree and complain but if the lowball is done correctly the person will agree to the change. The trick of lowballing is making the initial request attractive enough to gain agreement whilst not making the second request too outrageous that the other person refuses. It nevertheless is surprising how great a difference there can be between these two requests
The lowball tactic works by first gaining closure and commitment to the idea or item which you want the other person to accept, then using the fact people behave consistently with their believes to sustain the commitment when you change the agreement.
Agreeing to the low price creates excitement and not buying after this state is induced may lead to an equally deep depression, which the person may avoid by continuing with the more expensive purchase.
Example
A sales person says that a product starts at a low price. During the sales process they introduce necessary extras. A family books a package holiday, they find that there are extra charges. They pay these without question because they already looking forward to the holiday
Bait and switch Tactic
Bait and switch refers to the process when one offers an Individual something that appears to be very good value. This should be a real bargain, an offer they can’t possibly refuse, even if they were not thinking about it. Later, replace the Item with something of less value to them (and more profit to you).
When the person sees the initial item of high value the cognitively close on the idea of acquiring it and hence the early baits moves them from a negative position to one of commitment.
When the high value is removed, then they enter a state of anxiety in which they seek to re-enter the comfortable closed state. They want to satisfy themselves, accepting almost any solution that will get them back to that comfortable state.
There may also be an element of commitment to the person making the offer. If I offer something to you, you feel some obligation to me. If I then switch the offer, especially if the switching seems reasonable, then you are likely to accept the second offer, out a sense of obligation to me. To do otherwise would exposure myself as inconsistent and break bonding between us. In bait-and-switch, the bait(such as in an advert) is often separate from the direct sales activity during which the switch is made, for example by saying the advertised product is not available (but a higher-priced, similar product is). The bait and switched technique is a sequential request
Example
A car sales showroom puts a basic car outside with a very low price-tag. Once the customer is interested, the sales person trades them up to a more expensive model.
Happiness then Disappointment
Explanation
When you expect something which will surprise you or which you preferred but in the end you end up getting the opposite of it and you end up highly disappointed from your expectations. This puts one through a rollercoaster ride. An emotional see-saw from good to bad also increases compliance. The sudden withdrawal of positive emotion disrupts cognitive processing. Of everything you learn in The Persuasion Protocol this is probably the easiest to apply every day in every situation you experience where you need to persuade others. There are more effective tactics, but this one is the simplest to generate.
Examples
Emotional States and Influence A student is told, “You got an A on the test………..oops not a but a C.” Another group of students over time were told, “You got a C on the test…oops…not a C but an A.” A control group was told, “You got a C.”
A student asks for volunteer hours for a slumber party, 3 months from now. 1 – 8 hours is requested. 1 hour minimum is required but you can donate up to 8 hours.
What happened?
(C) Disappointment THEN (A) Happy subjects donated an average of 3.06 hours. Those (A) Happy then (C) Disappointed donated an average of 2.06 hours. The control group that got the grade C? They donated 1.60 hours on average. A control group that was awarded the grade they actually earned when that grade was an “A” donated 1.13 hours on average. Those given no grade donated 1.20 hours per person.
Once again, if someone is getting off the emotional rollercoaster, they will fulfil a request more often and in greater magnitude. They comply with a much greater degree. Those with just a positive experience or no EXPERIENCE then asked for compliance = NO GOOD RESULT.
Dump and Chase (DAC)
Description
Ask for something. When they flatly refuse, ask why or why not, depending on how the situation is phrased then turn the discussion into a negotiation whereby you remove the reasons for them not agreeing with you or otherwise complying with your request.
Example
When a customer says they do not want buy a product, the sales person asks what is stopping them from buying today, and then proceeds to address their issues.
A boy wants to go out with his friends. His mother says ‘no’. He asks why not and then gives reasons and evidence that outweigh the mother’s reasons. In the end, she gives in.
Discussion
There are two forms of refusal: a flat refusal where no explanation is given and ‘obstacle’ where reasons are given for refusing. People often present obstacles as this is a more polite form and less likely to result in reactive argument. However, this form also gives space for the persuader to continue persuading.
Persistence by the persuader allows them to wear down the other person, who also may become convinced that this is an urgent and important matter for the persuader. The person may feel guilty in holding out when conceding is not that important for them, or become sympathetic to their need.
This method requires one to explain with effect which forces the other person to give reason and this will allow the persuader to continue in attempt to persuade the other person.