How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 288

tepid water. Simultaneously soak one foot in the hot bucket and the other
one in the cold bucket for thirty seconds. Now place both feet in the tepid
bucket and you will be shocked with the results. The water in the third
bucket is considered warm, but to the hot foot it feels cold and to the cold
foot it feels hot. It is the same water but two completely different
reactions. This is the Rule of Contrast. Any product or service can be
contrasted to appear very different from what it actually is.
[1]David E. Kanouse and Hanson L. Reid, Jr., "Negativity in
Evaluations," in Attribution: Perceiving the Causes of Behavior, E. E.
Jones et al., editors (Morristown, N.J.: General Learning Press, 1972).
Types of Contrast
Some examples of the Rule of Contrast fit into different categories. Let's
examine the relationship among these categories and look at some
examples of each.
Sweetening the Pot: Triple the Value
"Sweetening the Pot" is a technique often used by salespeople to make the
deal seem "sweeter" than it really is, that is, making the prospect believe
they are getting an exceptionally good deal. What can you add on as an
incentive? What can you give as a bonus? What do you have that will add
value to your product or service? It could be an added feature, a larger
discount, free delivery, gift-wrapping, batteries, an extended warranty, or
free consulting. Whatever it is, use it to create and contrast a higher value.
Think about the last infomercial you saw on late-night TV. You watch the
salespeople display and demonstrate the product and you start to get
interested. You begin to think about how this product will really make
your life easier. They have not told you the price, but when they finally
do, it is much higher than you thought. You were hoping to spend around
$99, but the announcer said it was $499. Your heart drops but you keep
watching because you are really getting into this product and how it will
change your life forever.
Oh, now wait a minute — they are giving a special deal today. There is a
temporary price reduction. This is your lucky day! Now they are offering
it for $297! It's a good deal, but still a little expensive. Wait, they are
adding three additional items to the package, an added value of $350. You
288