One Little Known Factors of Influence and Persuasion

What I want you to do is to write down two ways, the first things that
come to your mind, as to how you can use each of these factors in dealing
with customers and clients. Some of these factors are going to be quite new
to you and will require a little more thought. BUT realize that these are
such powerful factors that they are worth every minute you invest in them.

Self and Conspicuous Consumption

People will buy items that they normally would not buy if they can be SEEN
owning such an item. Automobiles for example. Most people buy cars that
they can't afford in order to FEEL better as they compare themselves to
their neighbors, family and peers. Only two decades ago you couldn't get a
car loan for 4 years. Today you can't get many loans for less than 5 or 6.

People want to buy that BIG SUV even if it drives them into bankruptcy.
Why? Because they are stupid? (We'll deal with that in another article.)
No, because they NEED to feel superior to their peers and neighbors in some
way that is SIGNIFICANT to THEM.

$10,000 KEY and DISCOVERY: The fact is that research shows that the
satisfaction from having something or something that is in excess of your
neighbors is an END IN ITSELF.

Application: How can your product or service be seen as excess of your
peers or neighbors even if it has to be reframed to accomplish that picture?

Author: Kevin Hogan