How to profit from human behavior by giving choices

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How to profit from human behavior by giving choices

Posted Apr 27 2009 in Direct Response Marketing

Hope you had a great weekend. I got some really cool pictures while I was away last week and I’ll try and post a few of them up over the next few days for you to see.

Today I want to share an interesting tid-bit about human psychology and behavior, that I recently stumbled across.

In a survey by Robert Half management Resources, 31% of all CFO’s (Chief Financial Officers) said integrity is the most important quality in a business leader. 27% said it’s experience, and 27% say it’s communication skills.

This is interesting in light of all the financial scandals that have dominated the headlines over the last decade. On the one hand you’d think if someone didn’t have integrity they couldn’t be a good leader, right? But on the other hand, if someone’s as honest as the day is long, but they can’t communicate anything… then what good is it?

Tougher question than it appears to be, isn’t it?

This is why questions like this aren’t as revealing as we often think they are. Because what happens in a situation like this is, when you’re presented with options, the only way you can possibly answer this question, is to compare each of these options to one another, not as absolute answers in and of themselves.

This works the same way when you’re selling something. Which is why you’re usually well-served to offer your prospects two choices. Because if left to their own devices and you only give them one choice, they may not compare the value of that one item, to something that is truly comparable.

But if you give them the comparable, you control the situation. And that usually means more money in your pockets.

Make sense?

Good…

Now go sell something, Craig

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Categories: Direct Response Marketing

About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)