We know that Fear And Pain Avoidance sells.
We also learnt that Insulting And Boring Sell (well… maybe).
What about confusing? Does that sell? According to a study from the University Of Arkansas confusing targets via a “Disrupt-Then-Reframe” technique also sells. The research shows that keeping the technique’s order intact and the components intact are crucial.
The technique suggests confusing or ‘disrupting’ the buyer’s thought process and while they are trying to figure things out make a strong statement, which is to your benefit that claims it is all simple and easy to purchase. This goes against the traditional advice that should a customer be asking questions or not understanding the best way for a seller to go is to clarify things. This technique suggests doing the opposite of allowing the customer to figure things out.
According to the study, the rate of purchase of cards from a seller went from 35% to 65% when the salesperson announced the price of cards as “300 pennies” then went on to explain that it means “$3” before stating that “it’s a bargain.” This study also shows that resistance from those who are on the fence is not overcome through additional incentives, but through the DTR technique which disrupts the resistance when customer has purposefully been distracted.
*Things That Need To Go Away: Clever Sales Techniques That Sell Unneeded Wares