9990 · 2.4.2
Selling the product — FAQ
Frequently asked questions for 9990 Selling the product. Direct answers first, then deeper explanation — then practise with marking.
Isn't the 'foot-in-the-door' technique just about getting someone to say 'yes'?
While getting an initial 'yes' is part of it, the core psychological mechanism is deeper. It's about altering the individual's self-perception. By agreeing to the small request (e.g., putting a small sign in their window), they begin to see themselves as the kind of person who supports that cause. To maintain this new self-image (commitment and consistency), they are more likely to agree to the larger, related request. It's not just momentum; it's about identity.
Are 'hard sell' techniques always bad and 'soft sell' techniques always good?
Not necessarily. The effectiveness and appropriateness of each technique depend heavily on the context. A 'hard sell' approach might be effective and expected for a limited-time market stall offer. Conversely, using a 'hard sell' for a complex, high-value purchase like a house would likely backfire and be seen as unethical. A 'soft sell' builds long-term trust but may be too slow or indirect in situations requiring a quick decision. The key is matching the technique to the product, customer, and sales environment.
If a salesperson is an expert, does that automatically make them persuasive?
Expertise is a crucial component of persuasion, but it is not sufficient on its own. A salesperson can be an expert but may not be trusted by the consumer, or they might be disliked. According to the source credibility model, persuasion is most effective when expertise is combined with trustworthiness and attractiveness (likability/similarity). For example, a highly knowledgeable but arrogant car salesperson may be less effective than a slightly less knowledgeable but friendly and trustworthy one who seems to have the customer's best interests at heart.