Giving demos to potential leads, taking follow-ups, and never hearing back from them, is my least favorite part of running a service-based business.
And I know you hate that too.
Over the last 1.5 years, this is one of those core areas that I have tried optimizing, and today I am going to give you 2 sales psychology hacks that have improved my demo closing rate, more than ever!
In today's mail, I will explain the first one.
Perceptual Contrast
Law of Reciprocality
Even I was scared by the heaviness of these terms, but don't worry, let me make it simple.
So what is this Perceptual Contrast? And how to apply?
Consider you are on a demo with me, and we are about to discuss the retainers, and I start by stating my most expensive service, saying something like “So our fee, generally goes up to ₹98,000 per month” and I take a 5-second pause, if you are a potential lead, you immediately consider me out of your budget, pretty expensive, and you give up!
I continued after the pause “But the good thing is you don't fall in that package, for you it would be as low as ₹25,000”. Your mind goes, ohh waohh, that's affordable.
What I did do here?
I just created a contrast in your mind to make you feel that 25,000 is so cheap, but it never was. I just made you compare the 2 prices mentally.
25,000 seemed way cheaper in front of 98,000. If I had told you that my service charge is 25,000 directly, you would have bargained and considered it expensive. But now your brain has convinced itself, this is so affordable compared to 98,000. The result is the client taking the decision to onboard with me.
In my tomorrow's mail, I will cover one of my favorite hacks “The Law of Reciprocality”. Meanwhile, you can start using perceptual contrast today itself.
PS: One of our 19-year-old Agency Launchpad students, Vedant closed his first client for 1.5 lacs in 2 days, you can watch the interview here.
Talk to you soon!
Yours Truly,
Aakash Bhalla