Many times, we can fly under the radar with the contrast principle. There is a theory called the "Just Noticeable Difference" (JND), which means the minimum amount of difference in the intensity of the stimulus that can be detected. What does this mean? How much can you raise the price of a product without anyone noticing? How many ounces can you take out of a can of soup before people start to catch on? Can we really tell the difference between 21 ounces and 20.25 ounces? Many marketers would rather change the packaging and offer less of their product than resort to charging more. When we don't notice the difference, we think we are getting the same deal.
Just the opposite is true if we want to promote a new, larger-size product or a significant price reduction. In this case, we want to pass that threshold and make the change extremely noticeable. This is also true for taste. Companies want the best taste for the lowest cost. The quality of the ingredients causes people to notice or not notice the quality of the product.
Automobile dealers use the contrast principle. They wait until the final price for a new car has been negotiated before suggesting one option after another that might be added on. After committing to $15,000, what is an extra $200 for undercoating, an extended warranty, or a CD player? The trick is to bring up the extras independently of one another. After you've already decided to buy a $1,000 couch, what is $70 for fabric protection? Your prospects will always pay more for accessories or add-ons they buy after the purchase has been made.
Airlines also contrast news to you one piece at a time. They will say there is a slight delay, but they add that they should be ready to go in a few minutes. Then a later announcement comes stating that while everything is fine, they don't want to take any chances, so they are going to replace the part. They come back on loudspeaker and say they are close to being finished and will announce when they are ready to go. The next announcement you hear is that they are waiting for final clearance and will be taking off shortly. These small announcements, in relation to each other, keep the passengers calmer and more peaceful than if the airline had just come right out and announced a two-hour delay.
We also see the contrast technique used at large amusement parks. If we hear ahead of time how long the lines are going to be, we won't stand in them. You look to see how long the lines are, then, finding them reasonable enough, you get in. After you think you are almost there, you see another section of ropes and people. This happens three more times until finally, two hours later, you are at the front of the line.
Starting High
As the name "Starting High" suggests, make sure your initial request is really big--not so big that it is totally unrealistic, but big enough that you know you will get a "no." Then, follow this initial request with smaller offers that will bring about the result you really desired all along.
For example, fundraising organizations often send letters asking for donations in amounts that are usually pretty high for most people's pocket books. Soon after the letter is sent out, the organization places a follow-up telephone call. The person making the call asks whether the letter was received and then makes a request for a smaller donation.
Timing
For contrast to be effective, it is important that the two scenarios, options, or offers are presented one right after another. Researchers Dillard and Fern argued that the timing between the initial and follow-up requests influenced the successfulness of using this technique. Specifically, in order to increase compliance, the delay between the two requests must be short. If there is too much of a delay between the first and the second request, your prospect may not realize that you are comparing the two items or requests and your ability to persuade will falter.
The effects of timing play a key role in people's reactions and the actions they take. Let's say that you just found out your twelve-year-old son took the family car for a joyride and was brought back by the police. You might be understandably upset. However, what if you just found out instead that your nineteen-year-old son had taken your car out for a joyride seven years ago? In both scenarios you discovered the same news, but your reaction would be entirely different. You can see how the passage of time dulls the impact an event or situation can have. The same holds true with your requests--the passage of time will dull their impact.
Situation
"Situation" applies to most of the persuasion laws, and certainly to the Law of Contrast. You have to think about the situation that you are in before you can choose which method to use and to what degree to implement the law. It is easy to see that the feelings of a funeral attendee will be different from those of a wedding guest. Each event puts the attendee in a different frame of mind. So, if you approach the funeral attendee with a happy, fun presentation, obviously their sentiments will not compare to yours, making the approach totally inappropriate.
You can also determine the best time to bring up your topic by assessing each individual situation. Should you ask close to the time you want someone to take action, or as far in advance as possible? The answer is, "the sooner the better." Make your requests far in advance of an event as possible. As the event approaches, and as the "realness" of what the prospects have to do sets in, the greater will be their anxiety and the less likely it will be for you to gain cooperation. If you need help with something right away, studies suggest that you should find someone who is not rushed or preoccupied with something else. The ability to gain cooperation from someone who is not under a time constraint goes up dramatically when compared with someone who is preoccupied or rushed.
Here a charity example: Often when solicitors call for a donation, they begin by asking you how you are. Usually you reply, "Fine," or "Doing well," or something like that. After you have announced that your circumstances are favorable, the solicitor then proceeds to say, "I'm glad you're doing so well. I'm calling to see if you would make a donation to help the unfortunate victims of…" Now what? You don't want to seem stingy or unfeeling, especially now that the solicitor has reminded you of your easy life compared to those that his company is soliciting for. In one study, 18 percent of the people donated when they were approached without the initial "How are you doing this evening?" while 32 percent donated when the initial greeting was employed.
Everyone persuades for a living. There's no way around it. Whether you’re a sales professional, an entrepreneur, or even a stay at home parent, if you are unable to convince others to your way of thinking, you will be constantly left behind. Get your free reports at Magnetic Persuasion to make sure that you are not left watching others pass you on the road to success. Donald Trump said it best, “Study the art of persuasion. Practice it. Develop an understanding of its profound value across all aspects of life."
Conclusion
Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you’ve seen some success, but think of the times you couldn’t get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade.
| Kurt Mortensen teaches over a hundred techniques to give you the ability to effectively work with every customer that walks in your door. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others. Learning how to persuade and influence will make the difference between hoping for a better income and having a better income. If you are ready to claim your success and learn what only the ultra-prosperous know, begin by going to http://www.PreWealth.com and getting my free report "10 Mistakes That Continue Costing You Thousands." After reading my free report, go to http://www.PreWealth.com/IQ and take the free Persuasion IQ analysis to determine where you rank and what area of the sales cycle you need to improve in order to close every sale! Article Source: http://EzineArticles.com/?expert=Kurt_Mortensen |  |
No comments:
Post a Comment