Learning from Bus Buddhists
In psychological terms, context is almost everything. Much as we like to think that we know how we will act and react in a given situation, without the richness of...
Today I had the last of five or six conversations with my brother about buying a camera.
I’m no Annie Liebovitz! But I did get into SLR photography many years ago and have had the good luck to take one or two half decent photographs over the years – including one of the Brooklyn Bridge that my brother has in his house. It’s a good picture, although not so good that he’s ever asked me to sign it or anything.
Probably the best picture I ever took was of a sculpture. I was in Paris and took a black and white photo of a Rodin work called The Woman Under the Stone (only that in French, I imagine). By over-exposing the picture perfectly, the dark weathering of the sculpture was magically transformed into a dramatic blend of shimmering shades.
Of course, this was in the days when you didn’t know what your pictures would look like until you got them developed. Incidentally, when I said I had been lucky to take some good pictures, it wasn’t false modesty. The Rodin picture only came out that way because I’d forgotten to change the settings over when I got outside!
All of which is nothing to do with consumer behaviour. But what I did learn from the many conversations with my brother is how much easier it is to make a clear recommendation when your own money isn’t involved: it’s much easier to help spend someone else’s money.
Don’t misunderstand me, I’d hate to give my brother bad advice. But the difference is that I don’t have any unconscious rumblings of loss aversion to contend with. If there’s disappointment down the line I won’t have lost anything personally; it is, after all, still my brother making the final decision about what to do with his money.
So how might this be useful from a consumer behaviour perspective? Well, if you can find a way to encourage people to recommend your product or service to their friends it’s likely to reap dividends. Persuading someone to recommend you to someone else (ironically, even if they haven’t used your services themselves) can be more influential and compelling than delivering your sales message to them first-hand!
Everyone is a potential customer. And even someone who doesn’t buy from you may recommend you to someone else.
Philip Graves
Recommendations are great. I suppose that’s what you do when you are an affiliate – you recommend someone else’s product. I’d love to see that photo too; the one of the statue. I bet it is magnificent!
Lisa McLellan, Babysitting Services – Babysitters, Nannies, and Au-pairs
Cool post Phil.
I always tell my coach mentoring clients upfront that I appreciate referrals and recommendations. Tends to work out well.
I’d love to see the photo.
JJ Jalopy.
Coaching Mentoring Expert JJ Jalopy
How to become a coach with JJ Jalopy
Recommendations and endorsements are one of the best sources of sales.Christian Haller
Good Food Fast & Easy
Healthy Italian Recipes
That is something I had never thought of before as a reason to solicit referrals and endorsements. Excellent.
Seize the Day,
Rob
Sales Expert For Small Business Owners
Personal Asset Protection For Small Business Owners
Good old word of mouth advertising. that’s where 95% of my business come from. i never offer an incentive but when i get a nice referal i usually give a little back.
Don Shepherd
Fishing Central Oregon
Recommendations are great if they are heartfelt and in the bes interest of the person you are making the recommendation for. I feel the same way about products I affiliate with. They have to work and be best of class. That is why I feel so comfortable recommending Kevin’s products.
Steve Chambers, The Sales Expert
Sales Eagles – Sales Coaching for high flyers
Hi Phil,
Just ask my ex wife how easy it is to spend other peoples money!..lol Its because you have no emotion attached to the buying decision
Duane
Super-ADVANCED Persuasion Techniques & Sales Training Proven to Quickly Create a Flood of Money Constantly & Continuously Flowing into YOUR Bank Account Like the Niagara Falls… 100% GUARANTEED!!
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Very true, my competitor video store and me, we used to recommend customers to each other all the time. Drove our bosses nuts but our customers always came back.
Thanks
JC
JCMACKENZIE.COM
Butterfly Marketing
Cool post and an interesting approach to recommendations.
Yann
How to Get Organized, Stop Procrastinating, and Set Goals for Small Business Success
Great post, recommendations, credible ones, are really great.
Bob Kaufer
If you MOVE like the Tin Man, you will THINK like the Scarecrow and FEEL like the Lion
Phil,
Your post remind me the great book “Creating a Million-Dollar-a-Year Sales Income: Sales Success through Client Referrals” by Paul M. McCord.
John Ho
Numerology Expert Helps Understanding Personality for Better Influence & Persuasion (WordPress Blog)
Numerology Expert Helps Understanding Personality for Better Influence & Persuasion (Money Page)
Of course, this is a topic near and dear to a woman’s heart.
We are always EXCELLENTLY skilled at spending other people’s money! lol!
Best regards,
April Braswell
Dating Quick Start Expert, Relationship Success Coach
Recommendations are the key for sure!!!
David Power’s Hour
Expert in Hypnosis, Success Thinking and Practical Parenting Parenting
The ease with which one can spend someone else’s money reminds me of the government.
Regarding people recommending our business or service, that is why word of mouth advertising is one of the most effective types of advertising.
Health, Fitness — Darryl Pace
Fitness Product Review
Great point. It’s always easier to spend other people’s money. I do it all the time.
Annie?
Lynn Lane
Success Strategies For Life
Success Today
We’ve all heard the cliche about word of mouth being the best advertising. Much truth to that. Especially if it is sincere.
Anthony
Achieve the Inner Balance of a Zen Monk
This is a great point:
if you can find a way to encourage people to recommend your product or service to their friends it’s likely to reap dividends. Persuading someone to recommend you to someone else (ironically, even if they haven’t used your services themselves) can be more influential and compelling than delivering your sales message to them first-hand!
There’s something about the persuasive power of another person’s recommendations – especially if we really trust and respect that person – that gives us a comfort level to proceed with the purchase.
Great post!
Pam
Invest in Your Future
Consumer behavior studies show that a customer referral/recommendation is one of the best ways to make sales.
Pat
Internet Dollars for Business Owners