How to Coach Yourself and Others How to Influence, Persuade and Motivate | Seite 256

One group of customers just heard the usual presentation before giving
their orders. Another group was given the usual presentation, but they
were also presented with evidence that imported beef was expected to be
in short supply in the coming months. A third group was given the usual
presentation as well as the information about the beef's upcoming scarcity,
but they were also told that this news was not available to the general
public, and that the information provided was exclusive to the company.
Not surprisingly, the sudden demand for beef created by these phone calls
exceeded the supply on hand, and the company had to scramble to fill the
orders. Customers alerted to the coming scarcity of the beef bought
double the amount of those receiving only the standard sales pitch, and
those learning both of the coming scarcity and that this was "secret
information" bought six times the amount as those hearing only the
standard sales pitch![13]
How about when you take your child to be photographed? They take ten
different shots and then send you a proof for each. You're told to select
the shots you like best and how many copies of each you'd like. Then,
you're told the negatives will be destroyed within a certain number of
months. Of course, you feel like you'd better get all the copies of all the
shots you want now, or you won't be able to later!
Creating Allure
Think about when a woman wants to come across as more attractive to a
certain man. If she can set things up so she will just happen to meet him
while on a date with some other successful, attractive man, then she will
appear to be more desirable than if she were merely to meet him alone at
some club or bar. Or what if you were selling real estate? You'd be smart
to have several interested people along for the tour of the property, since
the interest of one client will heighten the interest of another. Instead of
your potential buyer thinking, "Okay, I'm going to try to wheel-and-deal
here," he will think, "I'd better jump or this other guy's going to get it
before I do!"
In one experiment, students were given a written description of a
particular novel. Half of the students' copies included the description, "a
book for adults only, restricted to those twenty-one years and over," while
the other half contained no such restriction. When polled about their
feelings about the novel, students reading about the restriction indicated
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