Recently, I tweeted the following:
“The Law of the Out: the bigger the out (or backdoor) you give someone to take…the less they’ll feel the need to take it”
We’ve discussed this concept before, and how and why it is effective both in general as well as selling-specific situations.
One person responded:
“I think people get too many outs. So many regrets later for not taking the chance.”
I responded in two tweets. The first one was:
“My suggestion is to try and see that tweet in the context in which it was intended. Remember, there’s a time and place for most everything.”
My follow-up, however, was the one more specific to this post:
“I’ll also suggest to you that to the degree you try and pressure someone to do what you think is in their best interest, they will resist.”
In other words, you are not giving them the “out” or “backdoor” in order for them to take it. But, rather that they feel comfortable enough to not feel the need to take it. Of course, if they feel it is in their best interest to do so, they will. But, they would have anyway. Or, had they instead capitulated to your demands because they felt pressured to do so, they would have then had to either go back on their word or perhaps they would have sabotaged the process.
It reminds me of one of my favorite sayings from the brilliant Dondi Scumaci that, “compliance will never take you where commitment can go.”
Let it be their decision and — if they make the decision to proceed — they will feel good about it because it was their decision, not yours.
And, the best way you can can increase the odds of this happening is to make the option for them not to do it, very clear.
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absolutely! The more pressure you attempt to put on them to make the decision that benefits you the more they will resist, and in addition… the more “needy” and “desperate” you will seem, which is not an attractive energy to communicate from, especially in sales.
People need to feel comfortable and confident that what you’re selling will improve their situation, if you’re desperate for the sale that you need to attempt to pressure them into it the thought that often occurs for them is “If it’s that good why isn’t everyone else buying it?”
Such a great point (as always), Bob. Goes right along with the idea that by yielding, we have more power, right? Thanks Bob!
This technique, had it been use during a recent car purchase would have made for a much better buying experience. Pushing and pushing on an extended warranty to the point that no didn’t mean no to them. I will now only recommend the car, not the dealer.
Thank you for sharing that Spencer. An excellent lesson!
Thank you, Claire. Great points, all! Interesting to is that even when it’s something it’s for *their* benefit and not yours…pressuring them still doesn’t bring forth positive results. Unless the person feels it’s their decision, the probably won’t have that necessary emotional “buy-in.” Thanks again for sharing with us!
Thank you, Linda. Very true, indeed!
You make a great point. “The Law of the Out” has long been proven in the direct response marketing world as well, with risk reversal. It’s just as you say – the bigger the out the less they feel the need to take it.
Longer, unconditional guarantees typically result in more sales and fewer people requesting refunds. The narrower the window you provide, it would seem people set an calendar alert on their phones to return your stuff. That’s why you’ll see 6 month or one year guarantees offered without a sweat by the top marketers in any given market.
And I found your 2nd reply tweet quite insightful. I’d add that to the degree that you try and take an opportunity away from someone, the more they will want it.
As example, my most successful enrollment conferences or enrollment invitation letters at the martial arts academy happened after I understood the power of turning potential objections into qualifying questions/statements.
As example, before finalizing an enrollment I might get the objection “what if my child gets bored and wants to quit?”
So before that could ever come up again, I turned it into: “We’re looking for member-parents who understand the importance of teaching their children the value of commitment. If you’re ok with letting your children quit and not see commitments through to the end, there’s no need for us to go any further.”
I’d *push them* out the back door and they’d force themselves right back inside.
Thanks for another stimulating post, Bob!
Marc, thank you for your comments. I LOVE your statement regarding commitment and how you answered the objection upfront, qualified the parents…and taught them an excellent lesson regarding raising children, as well!
Another great post, Bob! Thanks!
Thank you, Sweet Heather!
The point of points Bob, you state so eloquently here:
Force Negates.
Whatever or whoever you try to corner, tries to flee. Give someone a wide berth and the option to exit, so they don’t feel threatened.
This also shows posture on our behalf. If we offer a wide exit what does it say? We don’t need anybody to sign up. We are not desperate. We know that if we release someone who is not a perfect match, freely, 10 folks who are better matches will show up as soon as we fully let go.
Thanks for sharing Bob!
RB
Awesome points, Ryan. Thank you for sharing!
When we sell our expensive items we always make sure that the customer knows they can change their mind whenever they want until the item is delivered to them. I find that this makes a whole lot more sales because it helps build trust with the customer as they’re about to sign the contract.
I agree, Martin. I ALWAYS offer a money back guarantee and I have NEVER had anyone ask for one.
Awesome post Bob, and great comments as always! As soon as I feel pressured in any sale or interaction, I immediately begin to lose trust and rapport with that individual and remove myself (and my money) from the situation. Amazing to me that so many folks in the sales world still adhere to such counter-productive approaches. Haven’t they all read your books yet?!?!? 🙂 Pressure (which is just a fear based maneuver) is the surest way to send folks running…and guarantees that they won’t feel “good” about you, and will NOT recommend you to others. People who care about others, leave them an “out” so that they can feel comfortable…they prioritize the person over the transaction, and when people fell prioritized, they feel cared about and safe…and when they feel safe they will be far more likely to take a chance with you and your product.
And Ryan, I like the mental picture or “Whatever or whoever you try to corner, tries to flee.”
-Sean
Martin, great idea!
Linda, terrific point. We do that with all of our products as well.
Sean, thank you, my friend. I appreciate you sharing your thoughts. Great teaching! And, thank you for your kind suggestion about the books. LOL