The gratitude factor is a miraculous tool in sales and marketing. See how to use it. When information about how retirees signed exaggerated bullshit orders in so-called sales offers began to proliferate, it still bothered me. After all, most elderly people are more mentally alert than the body. Why were they exposed to “scum” en masse?
It is also called the “principle of reciprocity” and it is the foundation of our civilization. So you can be sure that it works. And intuitive businessmen love it.
I finally understood this as I learned about the course of these events. Initially touring, and sometimes a short pop-star performance. Then a free lunch. After lunch, the merchandise began. It was clear.
“The gratitude factor is so strong that most people feel a strong need to give in.”
How does the gratitude factor work
Let’s repeat again what happened. Participants on these tours paid a ridiculous sum that barely covered the fare. Even seniors are judgmental enough to understand that everything else, entrance to the castle, famous singer, and green pork dumplings received for free. This is where the strength that I have called the gratitude factor comes into play. If we get something extra, we try to pay it off. In this case, the option was immediately presented: a blanket for ten thousand is purchased and leveled.
Thus, the cause of such decisions was not stupidity or old age, but the factor that greatly influences decision-making in human society. It is so powerful that most people feel a strong need to surrender to it. Those who do not have this need are called a psychopath or antisocial.
The Gratitude Factor in Lehits
However, the cases described were an example of the abuse of the gratitude factor. But of course it can also be used well in marketing and sales without harming anyone. The result is important. Pots that are cooked in addition to regular dishes, but are ten times more expensive, are definitely not a good result. On the contrary, good goods at good prices are an added advantage to customers and they don’t care whether they get them from you or from the competition. Of course not for you.
The key to using the gratitude factor is to give customers something extra. In the case of a one-time sale before the start of the deal, in the case of repeated sales, this can still be done after the closing of the first deal. Everyone will definitely think of a gift. However, it has to have something to do with your product, otherwise it looks more like a bribe. Likewise, if you offer it on the condition that you buy the goods.
A few years ago, a trading company offered a computer bike. Such a “gift” does not evoke a feeling of gratitude, and even if it is cited, there is no way to use it – the computer has already been purchased. Despite the fact that whoever buys a computer, they do not decide by bike.
Why do free e-books evoke a tepid response?
The reaction to popular e-books seems like a somewhat mysterious mystery. Why don’t they arouse more gratitude and get only half-hearted answers? First of all, there are already too many of them and thus lose their value. Second, some entrepreneurs don’t put in much effort, they copy something somewhere, put it into five pages and call it a book. And third, this is perhaps the most important thing, they are not telling readers that they should be grateful.
Yes that’s right. Although I said that the gratitude factor literally drives people to take revenge, most of the time they just don’t think how to do it. In the end, they will still feel uncomfortable because they didn’t fulfill what was expected of them, but they don’t know what it is. Finally, instead of sympathy, you can reap a negative relationship.
So it is always imperative to put a gift in context. No, of course, by talking directly about it. You have to say it in a more diplomatic way. For example, request a date to display your product. This comes to the customer as a fairly appropriate answer to a small gift. Small because a big gift makes the customer anxious that you will want a big commitment from him – and he can suddenly turn it down.
Gifts don’t have to be of value. It often depends on the value you provide to the customer. Here, too, the principle of intuitive marketing applies that we are not selling goods, but catering to customers’ needs. You have to start with them. I don’t wonder what might trigger the grateful factor, but what might suit the clients, it didn’t cost much, and still set them to your advantage ( See also the article Lehits entrepreneurs give gifts to their clients).
For example, the charity might send you a regular pencil or a picture of children. But if this is explained well, the answer is an outflow of money, much higher than the value of the gift. Usually because feelings add up to it.
Gratitude factor in a long-term business relationship
In the case of a longer working relationship, this gift may be above the standard of care. Especially if the customer can compare with the previous supplier and you do better for this reason. It often occurred to me that clients called me themselves, and refused to compete because they did not intend to change. They felt obligated to me, and failure to repay seemed like a betrayal.
However, the care has to be truly of the highest standard and personal in the vast majority of cases. This is the only way to create a strong relationship that is required for this. Without it, even the extraordinary care will soon become a habit that no longer evokes gratitude.
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