This final volume of this report will show you a simple idea or
strategy you can use immediately to make more sales and profits in your
business without working harder.
I invite you to invest a couple of minutes to read this idea and
then try what we cover in your own business. You will be delighted with the
results.
Use the contrast principle to make more
sales:
The contrast principle says: You can change how a person perceives
something by changing the event that precedes it. Since prospects' perceptions
are their reality, when you change their perception, you change what they
believe is true.
Here is how the contrast principle works: (Yes, you can try this at home):
Here is how the contrast principle works: (Yes, you can try this at home):
Prepare three buckets of water. One with cold water. One with
hot water. And one with water at room temperature. Place one hand in the cold
water and your other hand in the hot water. Then at the same time, place both
hands into the room temperature water.
Your surprise illustrates the contrast principle. The hand that was first in cold water now feels like it is in hot water. And the hand that was in hot water now feels like it is in cold water. Yet, you can plainly see both hands are in the same water.
How each hand perceives the room-temperature water depends on the event that preceded it, namely whether your hand was first placed into water that was cold or hot.
Another example: A man goes into a fashionable clothing store and tells the sales person he wants to buy a three-piece suit and a sweater. If you were the salesperson, which would you show him first?
The contrast principle says always sell the more costly item first. Because after the man buys the suit, the cost of a sweater -- even an expensive sweater -- will seem small by comparison.
If the sales person first showed the man a $300 sweater, the man might hesitate because that sounds expensive for a sweater. But if the man had just purchased a $1500 custom-tailored suit, $300 for a sweater does not seem out of line.
How the man perceives the price of the sweater changes depending on whether
it is the first item he considers, or whether he first buys the expensive suit.
Your surprise illustrates the contrast principle. The hand that was first in cold water now feels like it is in hot water. And the hand that was in hot water now feels like it is in cold water. Yet, you can plainly see both hands are in the same water.
How each hand perceives the room-temperature water depends on the event that preceded it, namely whether your hand was first placed into water that was cold or hot.
Another example: A man goes into a fashionable clothing store and tells the sales person he wants to buy a three-piece suit and a sweater. If you were the salesperson, which would you show him first?
The contrast principle says always sell the more costly item first. Because after the man buys the suit, the cost of a sweater -- even an expensive sweater -- will seem small by comparison.
If the sales person first showed the man a $300 sweater, the man might hesitate because that sounds expensive for a sweater. But if the man had just purchased a $1500 custom-tailored suit, $300 for a sweater does not seem out of line.
How the man perceives the price of the sweater changes depending on whether
it is the first item he considers, or whether he first buys the expensive suit.
Action Exercise:
In all your selling, always show the expensive item first and
then a less expensive one.
By contrast, the less expensive item will seem far cheaper in
comparison.
Price is what you
pay. Value is what you get.
Warren Buffett
Warren Buffett
Astill
Hawke & Associates Limited | Chartered Accountants
| P O Box 58 359, Botany, Manukau 2163 | Phone: (09) 985 9791 | Fax: (09) 985 9792 | www.astillhawke.co.nz | office@astillhawke.co.nz |
| P O Box 58 359, Botany, Manukau 2163 | Phone: (09) 985 9791 | Fax: (09) 985 9792 | www.astillhawke.co.nz | office@astillhawke.co.nz |
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