Once we humans have made a choice or taken a stand for or against something, we are programmed to act consistently with that initial commitment. This both justifies our previous behavior and makes us appear reliable to others. One example is that a large share of voters in fact vote for the same political party throughout their entire lives, even though their lives, jobs and economic conditions may have changed drastically.
A good Swedish example is car owners who, after many years of driving Saab, continue to do so despite the sad fact that the brand no longer exist as a new car, and it’s becoming increasingly difficult to find spare parts and service. There is also a social aspect to this. For most people, it is important to appear consistent – someone who is loyal to their ideals and convictions. Abandoning a public stance feels uncomfortable – it’s better to remain consistent. This is why someone who truly wants to quit smoking should tell as many people as possible.
This principle can also be used in negotiations. If you can get someone to verbally commit to an action, the likelihood that they will actually follow through increases significantly. You can test this at your next meeting by asking everyone at the start to promise to stick to the agenda. If someone later goes off-topic, simply ask how their point relates to the agreed agenda – they’ll usually get back on track quickly. Another approach is to begin the meeting by complimenting the other party on their honesty and willingness to compromise. Now you have increased the likelihood of reaching a good consensus decision.
A related phenomenon is the almost magical power of what customers write down themselves. When dental clinics let patients note the time and date of their next appointment themselves on a “reminder slip,” patients are more likely to show up at the agreed time. You can use the same technique on your landing page to create an initial commitment like “YES, I want to learn more about how I can save”. Even if it’s non-committing, it increases the chances of a conversion.
The car industry is particularly skilled at exploiting consistency. After the contract has been signed, the salesperson is happy to inform you about additional equipment that can be arranged for an extra fee. Or you may be told that a fault has been found in your old car that reduces the trade-in value. But since you’ve already made your decision – and you’re a consistent person – you go through with the deal anyway, despite the extra cost.
What can you learn from this? Save the negative terms and problems until you have the customer’s signature on the purchase contract. The customer has already decided, is a consistent person and will complete the deal even if it hurts.
If you want to discuss persuation and communication, you are always welcome to contact ulf@sfinxconsulting.se
