Small Steps, Big Wins: The Power of Consistency

How Consistency Turns Small Steps into Big Sales

Alright, masters of commitment, let’s talk about consistency.

No, I’m not suggesting you become rigid robots!

This is about tapping into a powerful psychological principle: our desire to be consistent with our past actions and commitments.

The “I Said I Would” Instinct

Think about it: once you’ve made a commitment, you feel an internal pressure to follow through, right?

It’s like that feeling of obligation you get when you RSVP to a party, even if you later realize you’d rather stay home and binge-watch Netflix.

This desire for consistency can be a goldmine for salespeople.

By getting your prospects to make small, initial commitments, you can pave the way for bigger commitments down the line.

It’s like building a staircase to a “yes,” one small step at a time.

The Science of Consistency: More Than Just Willpower

Studies have shown that consistency is a deeply ingrained human trait.

We want to be seen as reliable, trustworthy, and true to our word.

This desire for consistency stems from our need to:

• Maintain a Positive Self-Image: We strive for consistency between our actions and our beliefs about ourselves. Acting consistently with our commitments reinforces our self-image as a reliable and trustworthy person.

• Avoid Cognitive Dissonance: When our actions contradict our beliefs or values, we experience cognitive dissonance, an uncomfortable feeling of mental tension. We’re motivated to reduce this dissonance by aligning our actions with our beliefs, which often means staying consistent with our commitments.

• Simplify Decision-Making: Consistency provides a shortcut for decision-making. Once we’ve committed to a particular course of action, we’re less likely to question or reconsider it, even if new information becomes available. This helps us conserve mental energy and avoid decision fatigue.

The “Drive Safely” Experiment: Small Commitments, Big Results

In a classic study, researchers asked homeowners to display a small postcard with the message “Drive Safely” in their windows.

A few weeks later, they returned and asked the same homeowners to place a large, unsightly “Drive Safely” billboard on their lawns.

The result?

Those who had previously agreed to display the small postcard were significantly more likely to agree to the larger request.

This demonstrates how even small, seemingly insignificant commitments can pave the way for larger commitments down the line.

How to Use Consistency in Your Sales Process

• Start with Small Commitments: Don’t go for the close right away. Instead, get your prospects to agree to smaller requests, like downloading a white paper, attending a webinar, or scheduling a follow-up call. These small “yeses” create a sense of momentum and make it easier to secure bigger commitments later.

• Build Momentum: Once they’ve made a small commitment, gradually increase the level of commitment. Ask them to provide more information, participate in a demo, or meet with a colleague. Each “yes” builds on the previous one, creating a natural progression towards the final sale.

• Use Public Commitments: Encourage your prospects to make their commitments public, either verbally or in writing. This increases their sense of obligation and makes them more likely to follow through. For example, you could ask them to share their interest in your product on social media or introduce you to a colleague who might also benefit from your services.

• Reinforce Their Commitment: Remind them of their past commitments and highlight how their current decision aligns with those commitments. This helps them see their decision as a natural continuation of their previous choices.

Practical Examples:

• “You mentioned that you’re interested in improving your productivity. Would you be willing to download our free guide on time management?”

• “Since you’re enjoying the free trial, would you like to schedule a demo to see the full capabilities of our software?”

• “You said that you’re looking for a solution that will help you save time and money. This product does exactly that. Are you ready to take the next step?”

A Story of Consistency in Action:

Imagine a salesperson trying to convince a client to invest in a new marketing campaign.

Instead of directly pitching the campaign, they first engage the client in a discussion about their marketing goals and challenges.

They then offer a free consultation to analyze the client’s current marketing efforts and provide recommendations.

The client, having already invested time and energy in the consultation, is more likely to be receptive to the salesperson’s proposal for a new campaign.

Consistency: Your Secret Weapon for Closing Deals

By mastering the art of consistency, you can subtly guide your prospects towards a “yes,” making them feel like their decision is a natural progression of their previous commitments.

It’s like building a persuasive case, brick by brick, until the only logical conclusion is to buy from you.

So, go out there and build a foundation of consistency. Your sales numbers (and your prospect’s sense of obligation) will thank you.

PS: Want the most powerful persuasion hacks delivered straight to your inbox? Sign up for the “Coffee with a Closer” today!