The Contrast Principle:  It’s amazing how easy it is to influence an individual’s perspective.  A simple change in the order of presentation can be the difference between a sale and no sale at all. 

The contrast principle can be demonstrated by using three buckets of water, one hot, one cold and another lukewarm.  A kitchen sink and a bucket will work just fine.

Place your left hand in the cold water and your right hand in the hot.  Keep them there for about 30 seconds, now put both hands together and dip them into the lukewarm water.  What do you feel?  The left hand feels hot while the right hand feels cold yet both hands are in the same bucket of water!

This clearly demonstrates how our brains evaluate and make decisions based on the way one thing compares to another.  Once you understand this principle and put it to work, you’ll be adding a powerful tool to your sales arsenal.

Here is a simple application of this principle.  Let’s say you’re trying to sell item, A which is priced at $1,000.  If you start by showing your prospect item B, priced at $1,500, the buyer will likely view item B, as being very expensive.

Now you come to the rescue with item A, which is of similar quality, yet carries a lower price.  You just made item A look like a bargain.

Now suppose you were to present item C with a price tag of $500, first.  If you then present item A as an alternative, it’s unlikely you’ll make a sale.  You’ve caused item A to appear expensive in contrast to item C. 

Nothing changed about items A, B or C except the order of presentation and this influenced the buyer’s perception of value.  Perception can be everything and the order of presentation will always influence a buyer’s perception.  In many instances it’s the difference between making a sale or not.

This effect is the Contrast Principle in action.  I’m sure you’ve been on the receiving end of this principle on many occasions.  I wonder how often you consciously apply this principle in your marketing efforts?

The Rule of Reciprocation:  The rule of reciprocation dictates that we are obligated for future repayment whenever we receive a gift, loan, favor, invitation and the like.  The concept is basic to human nature and like many other principles of human behavior; it’s been handed down over thousands of generations of human development.

For millennia humans have been dependent on their fellow man for survival.  The mutual need to help each other is likely the source of this instinctive reaction.  Not a single human society exists today that does not adhere to this principle.  It’s wired into our subconscious mind.

A clear-cut application of this principle can be found in the Hare Krishna Sect.  Those of us old enough to remember may recall in the late 1980’s and early 90’s where Krishna’s were frequently found soliciting gifts in airports and other public locations.

Their hook was to offer the gift of a flower to any unsuspecting passerby.  Once one accepted their gift a few short steps down the road a group of Krishna’s would be assembled with their drums and bells and one would make a request for a donation.

The vast majority of donors would feel the strong pull to reciprocate and make a donation.  Eventually a trash can would be found with dozens of tossed flowers and Krishna’s picking through the flowers and recycling them to the start of the line.

This was a very successful fund raising strategy for this Sect.  In politics contributions, gifts and favors are found everywhere.  The power of reciprocity is overwhelming, whenever you see free samples being distributed there is a play being made on the principle of reciprocity.

How often do you hear marketing experts telling you to give your prospects and customers a free gift?  There is a purpose behind that gift, it creates a sub-conscious obligation to repay on the part of the recipient.  Think about this the next time you send out a mailer, make an effort to include a free gift no matter how small.

Last week I asked, what do Polecats, Contrasts and Hare Krishna’s have in common?  Not a lot, except each provides an example of how subconscious compliance techniques can have a powerful influence on human behavior.  All of these compliance techniques are derived from very simple powers of persuasion.  And most are deeply ingrained in our subconscious minds.

For a deeper understanding of compliance techniques and additional human behavioral studies I suggest you read, Influence, The Psychology of Persuasion, by Robert B Cialdini, PH.D.  Dr. Cialdini’s book is light-hearted yet quite informative.

 
He examines various principles of persuasion that have the ability to produce mindless acts of compliance in humans.  You’ll find the principles he discusses useful in your marketing efforts.  It’s an easy read and worthy of your time.