Get this: Trust is one of the most powerful elements of your practice.
Get people to trust you and conversions will skyrocket.
If they trust you, they’ll listen to every word you say.
If they trust you, they’ll buy what you sell.
If they trust you, they’ll tell others about your brand.
But trust is not an easy thing to build online. People tend to reserve their trust for only a chosen few.
And who can blame them?
Without the luxury of physical interaction, it’s not easy to gauge if a business is worthy of one’s trust.
So how do you get past this technological barrier?
Well, there are many things you can do.
But today, let’s talk about an effective Psychological technique that can do wonders for getting people to trust you and your practice..
And the good news?
You don’t have to force them to do it.
You don’t have to drag them shouting and screaming towards your booking button.
In fact, when you use this technique, people will choose you with a smile of satisfaction on their faces.
“What is this technique?” you ask.
Here’s a lesson for you, younger ones.
Not a long time ago, salesmen used to go door-to-door to hawk their goods. One of the things they would do was to put one foot in the door to stop people from shutting it on them.
This is the inspiration for the foot-in-the-door technique!
Thankfully, you don’t have to be as obnoxious as stopping a person from shutting their own door when using it online.
This is how it works:
You first make a small request. Make it something easy to agree to.
It shouldn’t need a lot of mental or physical investment from the person.
If they agree to it, you can then later ask for a bigger request.
The FITD technique says that when you approach people this way, they’re more inclined to agree to the bigger request than if you didn’t make the small request first.
This phenomenon was first studied by Freedman & Fraser in 1966.
Here’s what they did.
In a small town in Palo Alto California, researchers knocked on homeowners’ houses and asked to put a big billboard on their front yard with a message for drivers to drive safely. Only 17% of homeowners said yes.
They then did the same experiment with an improved strategy. First, they asked the homeowners to stick a small 3-inch sticker on their window with the same message. But here’s the kicker. A week later, they returned to the same houses. This time, they asked if they could stick the bigger billboard on their front yard.
Guess how many agreed to it?
76%!
A small similar request first, followed by the bigger ask increased the conversions of the latter by more than 400%.
And you might think that’s an isolated case.
But you see this used in a lot of situations in our daily lives.
Think about the food samples in supermarkets to get you to buy the whole leg of ham!
Now think about how this applies in your business?
What can you ask from a prospect that is so small they are bound to say yes??
Feel free to contact us if you have any questions.
Jason
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