Sales Success (The Brian Tracy Success Library) by Tracy Brian

Author:Tracy, Brian [Tracy, Brian]
Language: eng
Format: azw3, mobi, epub
Publisher: AMACOM
Published: 2015-01-14T05:00:00+00:00

Commitment and Consistency

The second key buying influence or emotional buying trigger is called commitment and consistency.

The Law of Incremental Commitment applies to all customers in sales activities. This means that they begin with zero commitment when they first meet you and talk to you. It then takes them a certain amount of time to move to 100 percent commitment, where they buy your product or service. You must give people sufficient time to move across the spectrum from zero interest to convinced customer.

People also strive to remain consistent with what they have done and said in the past. When you ask customers thoughtful questions about their situation and then show them that your product or service exactly answers those questions and solves the problems the customer has identified, the sale becomes much easier. People don’t argue with their own data.

People strive to remain consistent with the image that they have of themselves. When you say, “All the top companies are switching to this product or service,” you trigger within your customers’ mind the desire to purchase your product or service because they see themselves and think of themselves as one of the “top companies.”

When you say that “all really successful people are using this product or service now,” individuals whose self-image is tied to being successful are immediately more interested in purchasing what you are selling than they were before.

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