Call it the small commitment paradox. You’ll make more sales if you ask for less at the end of your sales pitches.
That’s right. Asking for less yields more, according to a study detailed in Yes! 50 Scientifically Proven Ways to Be Persuasive, a book by Noah J. Goldstein, Steve J. Martin, and Robert B. Cialdini.
In the study, solicitors went door-to-door seeking donations for the American Cancer Society. Half of the time the solicitors would say, “Would you be willing to help by giving a donation?” Half of the time they would also add the following to the end of their pitch, “. . . even a penny will help.”
The prospects in the “even a penny will help” category were more than twice as likely to give something.
And, here’s the kicker. The “even a penny will help” donors did not give smaller donations. The size of their donations were just as large as the other half of the donors!
So what does this all mean for your sales pitches? When you’re asking for a commitment from a prospect, try asking for a small commitment. It seems to make prospects more likely to buy by making the process seem less intimidating. And, even though you’re asking for less, the size of the purchase will likely be the same.
Joey Asher has worked with thousands of business people helping them learn how to communicate in a way that connects with clients. His new book 15 Minutes Including Q&A: a Plan to Save the World from Lousy Presentations” is available now. He is also the author three previous books including “How to Win a Pitch: The Five Fundamentals That Will Distinguish You from the Competition”, “Selling and Communication Skills for Lawyers” and “Even A Geek Can Speak.”