Welcome to Influence, Psychology and Persuasion

This is session number 011 of Influence Psychology and Persuasion. Be careful what you expect. Expectation will sway your choices, decisions, actions and behaviours.

There are so many examples of this and on different levels. For example, if you expect to have a rubbish day at work, then that’s what your RAS (Reticular Activating System. See this podcast for more on this) will see and experience.

The same applies for Luck. People who believe they are lucky will actually experience more luck.

However, I have another example inline with the persuasion element. I’ll explain this principle in the buying and selling field. Salespeople use and should use this. The good ones already do.

Here’s how it goes:
You and your partner go to look for a new mattress. While your shopping around trying some out, one really takes your fancy. The sale agent approaches. You ask “How much is this mattress?” Agent: “The deluxe medium firm is £1200. What is it you like about it?” The couple will now give their reasons and explanation, maybe even their desire to buy this. But something very important has happened. The level of expectation has been set. The figure £1200 is attached and expected to that product. This has created an anchor in their mind and what to expect when shopping for a mattress in this store. Pricing anchors are very powerful.

Here for the magic. The sales assistant can now say something like “The medium firm is a popular choice (Social Proof and agreeing with the couple’s choice. We like people who agree with us) and those people who like this mattress, love the Platinum version. Would you like me to tell you about it and show it to you?” Who wouldn’t? This is the first small yes. (See the Yes Set and also Commitment and Consistency pages for more on this). “This is the platinum version. There are twice as many springs for an unrivalled support, there is also the addition of a cool-tech top layer which keeps you warm in the winter and prevents sweating in the summer. This mattress also comes with a 10-year shape warranty instead of 5 years like the rest of our mattresses. And the final and the most major difference is that this comes with 2 cool tech pillows to guarantee the best nights sleep”  So, at this stage, the couple can see and appreciate all of those additions and they already have a benchmark of what they get for £1200. So what do you think they would price or should I say value this mattress at?

So, at this stage, the couple can see and appreciate all of those additions and they already have a benchmark of what they get for £1200. So what do you think they would price or should I say value this mattress at? Now the magician of a sales agent can add in, “Today this mattress is yours for £1320”! If this were me I’d appreciate the extra value shown and the Platinum mattress would be mine. I’ve heard stories of estate agents doing this very same principle. They would always have a “Normal home” on their books with a small garden, poor access and in need of decoration in all of their locations. The reason….. to show potential buyers what they would get for their money and to set the stage of expectation and create that anchor. If they did like this house then great, if not, then next home they had lined up for them in the same price bracket would seem like an amazing value. This is all due to expectation. Be careful what you expect. It will define your reality and behaviour.

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