The Law of Consistency - Persuasion Strategies Part 7

This is one of my favorite laws of persuasion and I've used it many times very effectively. You might also call it "the law of small requests."

The essence of the law is this: If you make a small request of someone to do something and then follow-up later with a bigger request about something similar, you will get a much better response than if you made the big request first.

The difference is often dramatic.

This law is the foundation of my approach to marketing. Like many people, I discovered that making big requests ended up in a lot of rejection. Over time, I discovered how small or incremental requests made the process a whole lot easier.

This is called "The Law of Consistency" because once people agree to do something small, they tend to be consistent with their words and actions when asked to do something bigger.

One of the biggest keys to marketing success is to offer small things, make small requests and then follow these up with bigger things and bigger requests.

Let me give you several examples:

You've just joined a chamber of commerce and many members are good potential clients. Contact them and say you'd like to take them out for coffee as you're a new chamber member and want to learn more about their business. If there's a good connection, it will be much easier to ask for a sales appointment later.

After a talk, you want to get the participants to sign up for your email newsletter. You hold up an article at the end and say, "I have an article that covers much of the material in today's talk. Who would like a copy?" When you get a show of hands (the small request), you then make a bigger request: "OK, please give me your business cards; I'll send you the article and also give you a complimentary subscription to my weekly eZine."

You want to get some good testimonials from your best clients. Instead of asking for them directly (which is often a problem as people have a hard time writing them), you say, "I'm putting together a series of client testimonials. Can I show you a few I've gotten so far?" You send them and call back in a few days and say, "I'd like to have someone interview you for a similar testimonial. May I have them call you?"

You have very few prospects from networking and have concluded you need to go after prospects directly. But cold calling and asking for appointments is a big request and results in lots of rejection. Instead, you make "introductory calls" and ask if you can send a special article and complimentary subscription to your eZine. A few weeks later you call back, make a deeper connection and set several appointments.

Do you see how powerful this law of consistency can be?

Think of all the times you haven't approached a prospect because you didn't understand this law. You were afraid to make a big request (understandably), but felt that a small request wouldn't get you anywhere. I hope you see the major difference this could make in all your marketing efforts.

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The More Clients bottom line: Remember that it's always easier to make small requests of prospects than bigger ones. But you can't leave it at that. You then need to follow those small requests with bigger ones if you want marketing results.

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What are some ways you've applied the "Law of Consistency" in your marketing? Please share on the More Clients Blog.

Comments

[Serena Carcasole]

Thanks once again Robert!

I always look forward to your posts and ezines. I admire your work very much and agree with everything you have to say. I share your info will all my clients. People like you are the ones that help businesses grow and prosper!

I look forward to learning more from you!

Serena Carcasole
www.vbsondemand.com
Your 1STOP Business Service Shop
Outsource your way to success!

[Brian Bartes]

Robert,

Great post. I did something similar yesterday with one of my coaching clients. We had been discussing the importance of testimonials, and how to secure them from clients. Coincidentally, I have a client prospect who is in the same industry. At the end of our call, I explained that I would appreciate being able to share her experience with my new prospect. Becuase she understood the importance of good testimonials, she agreed immediately.

I always enjoy your Action Plan Marketing tips. Keep up the good work!

Brian

http://www.worklessmakemore.com