How to Get Commitment from Your Customers

Diets don’t work. Don’t you agree? The big weight loss companies have figured out that the way to get people to sign up for their diet programs is to get them committed. This same principle can work for your small business. Want to know more?

The principle here is “commitment and consistency.” If you once commit to something, the theory goes, even in a small way, you feel obliged to act consistently with your commitment.  The drive to be consistent can cause people to act in ways that are contrary to their best interest; it’s that powerful.  The keys to getting commitment are that it must be (1) public, (2) active, (3) effortful, and (4) freely chosen.

• A commitment made publicly, in front of others, increases the need for consistency.  Telling your friends you are going on a diet makes it much more difficult to eat a huge dessert at a restaurant with those same friends.
• A commitment that is actively made, particularly if the action is written, is more difficult to change.  The action of putting something in writing makes people feel that their commitment is “more legal,” even when it’s just a commitment to join Weight Watchers.
• A commitment that requires effort increases commitment.  Fraternities figured this out many years ago, which is why they require initiations before allowing new members into the group.  Initiations that only included public service are not as effective as those that require something more difficult.
• A commitment that is freely chosen is more powerful than one that is coerced.  If you decide to lose weight you are much more likely to do it than if you are required to lose weight by a doctor.

How are you today? A small agreement is the beginning of commitment. One of the most subtle commitment tricks I’ve seen is the telemarketer whose first question is, “How are you today?” If you answer “I’m OK,” then you have committed to being OK and there’s no reason why you can’t talk and ultimately buy from that person.  Next time you get one of these calls, say, “I’m awful!” and see how the caller responds.

A ceremony of any kind increases commitment, because it incorporates several of these elements. Weight Watchers is a perfect example: You sign up (active) to go to meetings (public); it’s difficult (what diet isn’t?) and you have freely chosen to go on the diet. Every week your commitment is reinforced when you stand up at a meeting and tell about your progress.

So, what does all this commitment mean to you and your business?  Can you really get people to buy your products or services by using these principles?  Some thoughts on increasing customer commitment:

• Require a signature on a document.  A sales receipt is one example, but a special document that your customer must sign can be more effective.
• Incorporate a small ceremony into the sales process.  Even a small recognition – a special pen or a small gift – can work. Make it special.
• While you don’t want to make it too difficult for people to buy your products, a little difficulty doesn’t hurt. If someone has to wait to get something, they value it more.  Remember the Scarcity principle.
• Ask for a testimonial.  The act of writing or speaking a testimonial can increase the commitment of the person giving it.
• Small commitments in sequence are better than a large commitment at the end of your sales presentation.  Getting people to agree to your proposal in small increments increases their need to be consistent.

Does this commitment/consistency discussion makes you uncomfortable?  You may feel it’s too much of a trick (like my questions in the first paragraph, designed to get your initial agreement to read more).  You can use it for your business if it fits, or you can just be aware of it when someone wants your commitment.

This discussion about Commitment and Consistency is from Robert Cialdini’s book Influence that I have been writing about  (previously on Reciprocity and Scarcity).

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