4 (it was 3...I got carried away...) Psychological Devices PROVEN to get Clients and make Sales: Accessing their Mind
Kevin Hogan
Page 3
Tactic 2. IMAGINED VALUE QUO. Create a frame (a word picture in your customer's mind) that your product/service/idea is something that they already possess...so that it becomes the status quo in their thinking.
"Once our lawn service is yours... we help you eliminate all that crab grass... the crab grass all your old services said they would get rid of but couldn't even keep under control!"
(a) Students in one class are given a decorated mug in return for filling out a questionnaire. In another class, students receive a large bar of Swiss chocolate. When given the opportunity to trade with members of the other class, 9 in 10 stayed with what they had.
LESSON: People value what they have and want more of it!
Tactic 3. DEFRAMING... Create a word picture that creates a moderate amount of tension if the client doesn't do business with your company. In other words, what will the clients LOSE if they do NOT do business with you?
(a) Research on real life applications? It's been done! Loss aversion is more pronounced for safety than money. (People will do more to protect themselves than their money.) Loss aversion is more pronounced for income than leisure. (Losing a chance to travel isn't as powerful as losing income.)
Lesson: People move away from loss. Determine what people LOSE if they don't do business with you and artfully develop word pictures that clarify the hurt they might experience if they don't.
"For every person who dies this year in the United States, SEVEN will become disabled...and if you become permanently disabled your family will lose everything because you will be unable to work and they will have the added expense of taking care of you. If you carry insurance against this enormous risk, you avoid losing everything and have the ability to maintain a high standard of living no matter what happens to you."
Make sense? It's simple, powerful...now, here's the best one...:
Tactic 2. IMAGINED VALUE QUO. Create a frame (a word picture in your customer's mind) that your product/service/idea is something that they already possess...so that it becomes the status quo in their thinking.
