sell a bit first to sell more later technique
A foot in the door
Psychologists Robert Cialdini and David Schroeder (1976) tested the
foot-in-the-door concept in an experiment with solicitors for contributions to
the American Cancer Society. They reasoned that if they could get people to
contribute anything, they might get them to contribute more. Thus, they had two
teams of solicitors (each team consisting of a male and female college student)
use a standard request ("I'm collecting money for the American Cancer Society.
Would you be willing to help by giving a donation?"). Another two teams used the
same approach, but added the phrase "Even a penny will help" at the end.
Forty-two people were canvassed with each approach. Which approach was more
effective? With the standard approach, 12 out of 42 people donated, while with
the "Even a penny will help" approach, the teams received 21 contributions out
of 42 tries. Clearly, the small-favor approach worked to increase contributions.
But if the contributions were smaller (since even pennies were acceptable), then
it still might not be as effective as the regular pitch. The standard approach
earned a total of $18.55, while the penny approach earned a total of $30.34.
This approach to sell a bit first to sell more later it's a classical and the idea behind is consistency. People love to be consistent if they had done something in the past they are more inclined to repeat it in the future in a bigger scale. So on a business perspective we should get clients to buy a bit or to try our product and then.... It's easier to sell more to a current customer than to convert a new costumer.
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