Learn how Sales People use Psychology for selling!

You already know some of these by experience, and like our collectible toys, GI Joe says, “Knowing is half the battle.”

Below is a short list, they are the four compliance techniques. Why is this important?

Because its how you and I and every other consumer gets taken in on that next purchase. An informed consumer is dangerous because they are no longer "mindless" or just shopping to spend money. (does anyone really do that?) - Yes.

So if you want to give those Corporate Money machines a run for their dollar, make them earn it by becoming a  savvy shopper, an informed consumer and most importantly a person who desires quality product and a reasonable price.

 

 

Compliance is changes in attitudes and behavior following a direct request from another person.

Norm of Reciprocity: an obligation to return favors

Two step compliance techniques works off mindlessness, norm of reciprocity, desire for consistency, and perceptual contrast are why compliance techniques work.

1.    Foot in the Door Technique**

a.       Start small, then ask for more

b.      Works b/c people like consistency

2.    Low-balling Technique

a.       Leave out important detail, add it back in later

b.      Consistency

c.       Best if second request is made by the same person

3.    Door in the face Technique*

a.       Start way to big, ask for real request

b.      Works b/c norm of reciprocity

c.       Perceptual contrast

4.    That’s not all Technique

a.       Make offer, add positive details later

b.      Works norm of reciprocity

c.       Works via perceptual contrast – offer seems even better

*Door in the face is short lived, feeling of being duped.

**Foot in the door can lead to increasing compliance, most effective for long term behavior change

 

Lets take some examples and real world applications.

Working is an easy way to create some income, having a job has a lot of benefits. I recognize this and choose to diversify my income through investments and businesses. This summer, however, proved to be a tough one monetarily wise and with the extra additions to my household. That being said, I went looking for work, promptly was hired on at Lowe’s. It is the hardest thing for me to do, but I attempt NOT to use compliance techniques in my sales. This is rather difficult because of pressure from management to increase the bottom line of the store; in fact our store cheer went from “Never Stop Improving” to “Sell some Stuff.”

            Compliance is simply an attitude or behavior change based on the request of another person (Myers, 2012). I work in the paint department at Lowe’s and the key to any department is product knowledge. Ironically, I have experience in paint, however I don a red vest for work and suddenly I am supposed to know the answer to every possible home improvement project. I try.

One product which is a prime target for foot in the door technique is concrete etching or painting with a stain (both solid color and semi transparent). This product is a three step process but each individual step is a separate purchase. Outside of those three items, more sales are available with tools, gloves and brushes. Our store manager wants us to “build the basket” in our sales which is similar to foot in the door technique; we start small and keep adding more products in the cart (Myers, 2012).

While answering questions about caulking another customer asked me about Valspar’s concrete stain. He had read the label and realized he needed a few more things. I walked him through the process and eventually had him placing 6 more products in his cart for purchase. He came in asking for information and I added a little at a time while increasing the sale. It seems contrary to my personal ethics but I am asked to do this at work for “good” of the team. I receive that nice steady paycheck; benefits and time for school so go ahead and put more items in the basket. That is the norm of reciprocity at work, I feel obligated to do my job in a manner consistent with my training because of what I receive (Myers, 2012).

So now the question becomes how do you sell something without violating the terms of said agreement with your employer AND ensure courteous customer service?

Well you have to balance what you know, what you believe and what you choose now.
corporations will continue to find the best way to dupe their customers or increase their bottom line. The largest power against them is consumer shopping trends!
If you, and yes just one person makes a difference, ask questions of a salesperson that are concerned with 1)quality, 2)longevity of the product, and 3) differences between like products.
They may not know how to answer all of the questions but this shows you as an informed consumer. Which by the way, saves YOU a TON of cash.
HOW? Because you only buy what you need, and when you want to. Eliminating the buyer's impulse or "keeping up with the Jones's"

Lets face the facts, we are a consumer based society but just like any Tyrant; Corporations have one big fear; Customers.
Share your voice, share your life, become the 99%.
~Peace and Prosperity
The Queen of Free Money