How to Coach Yourself and Others How to Influence, Persuade and Motivate | Página 199

The following outline highlights three key principles in learning how to
use this technique:
1. Small commitments often later lead to large commitments. For example,
salespeople often focus first on securing an initial order, even if it's a
small one. Once this is accomplished, the customer will be more likely
to commit to buying from them again.
2. Written commitments are usually more powerful than verbal
commitments. We know the power of the written word. When contracts
are signed and promises put into writing, the commitment level
correspondingly increases tenfold.
3. Public commitments are stronger than private commitments. Taking a
public stand that is witnessed by others compels us to continually
endorse that commitment. Otherwise, we risk being seen as
inconsistent, weak, or dishonest. For example, as mentioned earlier,
many weight-loss centers have their clients write down and share their
goals with as many people as possible, thereby decreasing the
likelihood of failure.
The key to using FITD is to get the person to initially grant a small
request. For example, if you were to ask someone, "Can I have just thirty
seconds of your time?" most individuals would respond affirmatively.
According to self-perception theory, the person would observe his own
behavior and, in regard to this interaction, consider himself to be a helpful
person. The second step in the FITD principle is making another, more
involved request. "Can I try this on the stain on your carpet?" The person
feels he should consent to the second request because he is "that kind of
person." He has already seen himself do other behaviors in support of the
product or service, so he willingly complies with the second request.
A 1966 study by psychologists Jonathan Freedman and Scott Fraser
highlights just how effective FITD is. In their study, a researcher posing
as a volunteer canvassed a California neighborhood, asking residents if
they would allow a large billboard reading "Drive Carefully" to be
displayed on their front lawns. So they'd have an idea of what it would
look like, the volunteer showed his recruits a picture of the large sign
obstructing the view of a beautiful house.

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