Sunday, May 24, 2009
Week 8, Chapter 8: Persuasive messages
Many of you will have careers that do not require you to write sales letters or marketing materials. There are, however, reasons why you should still be aware of persuasive strategies and techniques. Describe a situation where you were persuaded to do something, buy something or say something that you would have preferred not to do/buy/say. What was the primary persuasive technique the person used and why do you think it was effective on you?
Subscribe to:
Post Comments (Atom)
14 comments:
There was a time in my life that I wasn’t really sure whether or not I should buy a new car or just keep fixing up the old one that I had. I had been putting a lot of money into this particular car lately, and even though the car was totally paid for, the extra costs were adding up so quickly. I had weighed the pro’s and con’s of buying a new car over and over again in my head. It actually took someone else to make me see that I really should invest the money into a new car instead of putting more and more of my paychecks into the old one. Once I had made the decision to buy a new car, then my fears all went away just like that. I think that it is the not knowing fear that is the hardest for us to learn to accept in life. Once you are comfortable with something, you don’t experience any of that type of fear anymore. I probably could have gone on a very long time without making that change, but I am glad that I did get past that point and was able to move forward to making better decisions in my life
I was recently asked to present at a company wide sales meeting. The initial invite was by email, but I also received a follow up phone call. I have presented at meetings in the past and was not interested in being at another one. The timeslot is always in the afternoon and the audience is not very attentive between lunch and golf. I was persuaded to speak by using logic and compliments. Logic, because the topic was one of my projects and I would be able to best describe our goals and answer any questions. Compliments, because I was told that I could present well in front of the group and was able to keep people focused. I’m not sure the compliment is accurate, but it helped. It reminded me that giving a sincere compliment helps tear down the barriers someone will put up to avoid the things they don’t want to do.
When they convince me to buy anything, it's an impulsive buy. Usually, the salespeople have a few good selling points and try not to get me to think about it a whole lot. If I thought about it more, then I probably wouldn't get it. They use quick selling and a few glittery words that don't really mean anything.
I sell Kirby vacuums for a living. In the beginning of my Kirby career I had to say things I did not want to all the time. I had to say exactly what my boss told me to. It was very hard because you think you are being pushy or insulting. But I came to realize most people just need you to make the decision for them. Or to put it in terms they will understand. Now I am much more comfortable saying things like “if your refrigerator broke down today what would you do?” If I do not get the answer I want I know what to say back to them to get the answer I want. In most cases it just takes finding the right button to push. If I can find what they like most about the Kirby, and what is stopping them from getting it I can overcome that. That is why major companies to so much research before they stat a add campaign. They need to overcome the objection before you give it. And in the mass marketing world they need to find the best way to appeal to the most people. My job is much easier because I only have one person to deal with at one time.
I hate to admit it but I often get persuaded to do and buy many things. Sometimes I buy items that I don’t often use but was persuaded by a sale or discount. I was persuaded to recycle and care more about the environment because of the movie, An Inconvenient Truth. The techniques of providing facts and testimonials in the movie were effective in persuading me.
I am not usually persuaded into buying anything that I do not want. I am very particular about my purchases. Although I used to be a sales rep for a clothing store in the mall, and I worked mostly on commision. My techniques that I would use contained mostly of compliments to the customer, waiting on them hand and foot in order to get them to buy clothes from me. About half of the time this was effective and I could get the customer to buy more than they had planned.
When I bought my first new vehicle I was persuaded into buying it. I was just there to look and see what I could get for trade on my car. The salesman was very nice to me the whole time I was there. He could tell I was excited and used that to make the sale. He was definitely using my emotions. He also said I could drive it home today. The salesman was very persistent on closing the deal that day. I had just gone there to look but I was sold. The truck I ended up buying was not the color I wanted and had extra features I didn't need. He had done a good job feeding off my emotions to make the sale. Everything turned out fine because it turned out to be the most reliable vehicle I ever owned.
Unfortunately I would have to comment on the "buy something" persuasion. I can be persuaded to buy anything that is a benefit to another individual, group or specific cause. I am always all about helping others less fortunate, which many times comes in the form of a donation or being asked to buy something to support an event. Basically all you have to do is point out the good cause and you will likely have me hook, line and sinker.
It takes a lot to persuade me to do things I do not feel comfortable to do. Though, back when I worked at Cabela's, I had been approached by one of my managers to terminate one of my employees. Even though I was authorized in my job description to terminate employement, this being the first time would be very trying indeed. The persuasive technique he used was that he complimented on my leadership skills and experience and with that being said, he made me realize that in part of being an effective leader in today's world, you must learn to take those risks that you were not to set out to do in the start.
I like to feel that I am not easily persuaded into buying things. I think the reason for this is because I have a marketing or sales degree. This has helped me to realize the persuasive strategies out there. About a month ago I was car shopping with my girlfriend when the salesperson used many persuasive techniques. The biggest one I noticed was when he said “why don’t you take it for a ride". The reason I noticed this was because another couple came in and another sales guy said the same thing to them. Sometimes I realize I tend to do some impulse buying. For example the other day I was golfing when a buddy said they have shoes in there half off. I ran right in there without looking around and bought them. Even though it was a good deal I probably should have shopped around
My parents watch a lot of HSN on television, and I usually end up watching television with them. Since I am easily persuaded to buy things that I obviously do not need, my dad persuaded me that I should get a vacuum that could bend and go under the smallest areas, especially a sofa. I thought about it and told my dad I would think about it. I did not end up buying the vacuum, but weeks later he saw a meat roaster, almost like a grill, and wanted me to buy it. My dad still keeps persuading me to buy items on television for him, but I just tell him, you can buy a similar item at wal-mart.
When I first had the internet hooked up a few years ago, I was tricked into taking an online survey. It took me about 45 minutes to complete. The pop up title said I would receive a $500 Wal-Mart gift card for doing the survey. The advertisement stated that it was completely free. At the end of the survey it said that I had to sign up for at least one of their offers. Every one of them required a purchase and credit card number. I think it’s false advertising.
The primary technique used was the offer of a free $500 gift card. It was effective because I thought I would receive free money. I don’t think it is right for companies to trick people like that.
I somethimes get persuaded to buy things that I do not need. When I am at the store, I will get things that were not on the list. I end up buying more things that I should. It is easy to get things like ice cream and candy that look appealing and spend more money than you wanted to. I have gone into stores such as clothing stores and ended up buying things that I did not really set out to buy or need at the time. I think that when there is a salesperson trying to sell you something, it is really easy to take their advice and get the product when they make it sound like buying the item is a good choice.
I am not a person that is easily persuaded to do things I don't want to do, however, I did get caught up in a magazine scam a few weeks ago.
I was totally distracted when I answered the telephone, the person on the other end told me I was in good standing to win a lot of money.
At the time, a lot of money sounded pretty good especially at the time.
To make a long story short, I ended up subscribing to a bunch of magazines that I don't even read.
The technique I think they used was a combination of Motivation and Reducing Resisance.
None of this would have happen, if I had not been distracted at the time.
My lesson, don't talk to telemarketers if you are not prepared or in the right frame of mind, it could cost you a lot of money.
Post a Comment