9990 · 2.4.2
Selling the product flashcards
Revision flashcards for Cambridge 9990 Selling the product (syllabus 2.4.2). Flip, recall, then mark a real past-paper question.
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What is the 'foot-in-the-door' (FITD) technique?
A sequential request strategy where a person is asked to agree to a small initial request, making them more likely to agree to a larger, subsequent request. It relies on the principle of commitment and consistency. (Freedman & Fraser, 1966).
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What is the 'door-in-the-face' (DITF) technique?
A sequential request strategy where a large, likely-to-be-rejected request is made first, followed by a smaller, more reasonable target request. It relies on the principle of reciprocity, as the second request is seen as a concession. (Cialdini et al., 1975).
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Name Cialdini's six principles of persuasion.
1. Reciprocity, 2. Commitment & Consistency, 3. Social Proof, 4. Liking, 5. Authority, 6. Scarcity.
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What are the three key characteristics of a persuasive salesperson, according to the source credibility model?
1. Expertise (knowledge), 2. Trustworthiness (honesty), and 3. Attractiveness (likability, similarity, physical appeal).
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Contrast the 'hard sell' and 'soft sell' approaches.
'Hard sell' is a direct, high-pressure technique focusing on immediate sales (e.g., using scarcity). 'Soft sell' is a subtle, relationship-building approach that guides the consumer gently (e.g., using liking and rapport).
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Cialdini's reciprocity?
Free sample or gift creates sense of obligation to return favour — e.g. Costco food samples increase purchases.
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Cialdini's scarcity?
'Only 3 left' or limited-time offer → fear of missing out exploits loss aversion (2.3.3).
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Cialdini's social proof?
'Best-selling' labels — people follow others' behaviour, especially when uncertain.
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Cialdini's authority?
Expert endorsement (white coat, qualifications) increases trust and compliance in product claims.
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Cialdini's Liking principle?
People are more likely to be persuaded by those they like. Liking is based on similarity, compliments, physical attractiveness, and co-operation towards common goals. Salespeople build rapport to leverage this.
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Cialdini's Commitment & Consistency principle?
People feel a need to be consistent with what they have already said or done. Once a commitment is made (even a small one), there is internal pressure to behave consistently with it. This is the basis of the FITD technique.
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What is perceptual contrast in the DITF technique?
A cognitive bias where the second, smaller request seems much more reasonable in comparison to the large initial request that was refused. The large request acts as an anchor, making the target request appear less costly or demanding.
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What is rapport in a sales context?
A close and harmonious relationship in which the people or groups concerned understand each other's feelings or ideas and communicate well. In sales, it's built through finding common ground, active listening, and showing empathy, leveraging the 'Liking' principle.