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