Marketing Obligations
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Marketing Obligations
Word Count:
839Summary:
The more indebted we feel, the more driven we are to clear the debt. Pre-giving instills a sense of obligation to reciprocate. Greenburg suggests this discomfort arises because the favor challenges our independence. A compelling report from the Disabled American Veterans Organization showed that their usual 18% donation response nearly doubled when they included a small, free gift in their mailings.Keywords:
Sales, persuasion, motivation, influence, leadership, presentation, team management, successArticle Body:
The more indebted we feel, the more driven we are to clear the debt. Pre-giving instills a sense of obligation to reciprocate. Greenburg suggests this discomfort arises because the favor challenges our independence. A compelling report from the Disabled American Veterans Organization showed that their usual 18% donation response nearly doubled when they included a small, free gift in their mailings.The Law of Obligation emerges in various scenarios:
- Taking potential clients out to dinner or for a round of golf
- Offering free tire rotations or fluid top-ups between services
- Someone washing your car windows at a stoplight, even without your request
- Generating funds at "free" car washes by asking for a donation afterward
- A carpet cleaner offering to clean your couch for free
A successful film-developing company exemplified the Law of Obligation. They mailed rolls of film with a letter stating it was a free gift and outlined how to return the film to them for processing. Despite local stores offering cheaper processing, most people sent the film back to the company. This strategy worked because the company's "pre-giving" created a sense of obligation. We often see this technique when companies distribute complimentary calendars, pens, T-shirts, or mugs.
In a local clothing store, sales staff are trained to ask customers if they want their suit jackets pressed for free while shopping. Naturally, few refuse. While waiting for their jackets, customers spend more time in the store, exploring merchandise. Because the store offers this service, customers feel more inclined to make a purchase, often buying from the salesperson who assisted with the pressing.
A similar principle applies at grocery stores with tempting sample tables. It's difficult to take a free sample and walk away without showing interest in the product. To ease the sense of indebtedness, some people take the sample and leave without making eye contact. Others have taken so many samples that they no longer feel obligated to buy or even show interest. Nevertheless, the technique is effective, so much so that furniture and audio/video stores have adopted it, offering free pizza, hot dogs, and soft drinks to draw customers in and create an immediate sense of obligation.
In the early 1980s, the Hare Krishna movement faced challenges in raising funds through traditional means. The rebellious spirit of the 1960s gave way to the more conservative 1980s, positioning the Hare Krishna members as societal nuisances. To combat negative perceptions, they devised a new approach leveraging the Law of Obligation. This strategy succeeded as it triggered an obligation that overcame the negativity towards the Hare Krishna movement.
Their strategy still involved public solicitation, but instead of directly asking for donations, potential donors received a free gift?"a flower. If refused, the follower refused to take it back, saying, "Sir, this is a free gift for you to keep, and we welcome donations." Many gifts ended in trash cans, but the strategy proved effective. Even those who discarded the gifts usually donated something. Despite the annoyance caused by this aggressive gifting, the underlying obligation to reciprocate was compelling.
Another study showed that survey takers could boost physician responses to a lengthy questionnaire by paying them upfront. When a $20 check accompanied the questionnaire, 78% of physicians completed and returned it. In contrast, when the $20 was promised post-completion, only 66% participated. This pre-giving tactic heightened the sense of obligation. Additionally, among those who received the $20 check but didn’t complete the questionnaire, only 26% cashed it. In contrast, 95% of those who did respond cashed the check, illustrating that the Law of Obligation works both ways. Many physicians who didn’t return the questionnaire also refrained from cashing their checks, reflecting psychological and emotional discomfort at accepting a favor they didn’t intend to repay.
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