Commitment and consistency is a powerful tool in sales.

It taps into the psychological desire for individuals to remain consistent with their past actions, statements, and beliefs.

By leveraging this principle, you can build trust, encourage customer loyalty, and increase the likelihood of closing deals.

WHAT DO WE MEAN BY COMMITMENT & CONSISTENCY?

The principle of commitment and consistency revolves around the idea that once people commit to something—whether through a small action, statement, or decision—they are more likely to follow through with consistent behavioUr, even in situations where it may not make the most logical sense.

Dr Robert Cialdini’s research shows that people have an inherent need to appear consistent in their actions and decisions, which leads them to align their future behaviour with their prior commitments.

In the context of sales, when customers make a small commitment—such as agreeing to a minor request or showing initial interest—they are more likely to follow through with larger commitments, such as making a purchase or entering into a long-term relationship with a brand.

Even something as simple as making a statement is enough to trigger the need for someone to remain consistent with their previous words.

To summarise the thought process that people unconsciously go through:

"If I said it, it must be true, and I should defend it through action if necessary. And if I've done it once and it worked, I'll keep doing it."

THE POWER OF SMALL COMMITMENTS

One of the most effective ways to use commitment and consistency in sales is by getting customers to make small, low-risk commitments early in the sales process. These small commitments can pave the way for larger, more significant commitments later on.

You can use several strategies to encourage small commitments:

Asking for small favours: Before asking for a big purchase, salespeople can ask customers to engage in small actions that require little effort.

Weirdly, the strongest way to build commitment is NOT to do someone a favour. It's to ask them to do a favour for you. They will then feel greater commitment to the relationship.

Getting agreement on minor points: During a conversation, get the customer to agree on small statements or ideas, like, “It sounds like you’re looking for something that offers better quality.” These minor agreements set the stage for larger commitments later in the conversation.

Summarising back what they have said - which they will nod along and agree with - is the simplest ways to build agreement and commitment. It's also one of the easiest!

Offering a free trial or sample: Letting customers experience the product or service in a low-commitment way—such as offering a free trial or product sample—makes it easier for them to take the next step toward purchasing.

By gaining these initial commitments, you increases the likelihood that the customer will feel obligated to make a larger commitment when the time comes.

COMMITMENT & ACTIVE ENGAGEMENT

The most common - and greatest - mistake that salespeople make is making it too easy for a prospect. It may seem logical that if you make it easy for someone to buy from you, that will help them buy.

Unfortunately, the opposite is true. Let me just give you a simple example. You go looking for a pair of jeans, and find some that look great on the shelf. You might buy them.

But if you try them on, and they fit and look good in the mirror... you're almost certainly buying them. That's not just certainty in your purchase. You've put it effort and time. You'd probably feel a bit stupid or experience FOMO if you didn't buy them.

That is because commitment becomes even more powerful when it involves active engagement. When customers actively choose to commit to something, they are more likely to follow through.

Active commitment tends to feel more deliberate and meaningful compared to passive commitment, which increases the likelihood of consistency.

You can encourage active engagement by:

Encouraging customers to take action: Ask them to sign up for something, participate in a brief activity, or make a choice about a product feature.

Creating personal stakes: For instance, if a customer sets a specific goal for a product, such as how much time they want to save, they are more likely to follow through because they are personally invested in the outcome.

The more actively engaged the customer is in the process, the stronger their commitment becomes.

THE ROLE OF PUBLIC COMMITMENTS

When a commitment is made publicly, the person is even more likely to follow through.

This is because public commitments create a sense of social accountability. We have a basic human drive to remain consistent - and social pressure multiplies that significantly.

Customers are more likely to keep their word and follow through on their decisions if others are aware of their commitment, as they don’t want to appear inconsistent in front of others.

I decided to lose weight last year. I made a bit of progress. I made a public commitment and publicised my goals and the actions I was going to take to make it happen. I put it on social media and told all my colleagues.

I've lost most of the weight.

You can leverage public commitment in several ways:

Social media announcements: Encouraging customers to share their interest or commitment publicly, such as announcing a purchase or signing up for a loyalty program on social media, increases their sense of obligation to follow through.

Referral programs: Customers who commit to referring friends or family to the business may feel compelled to continue their association with the brand to maintain consistency with their public commitment.

Testimonial requests: After a positive experience, asking customers to share their testimonial can further solidify their commitment, as they are now publicly associated with the brand.

By encouraging customers to commit publicly, you can reinforce the consistency of their actions and decisions, boosting the likelihood of continued engagement.

THE POWER OF PRE-COMMITMENT

Another way to use the commitment and consistency principle is through pre-commitment.

Pre-committing is the process of getting the customer to agree to something in advance, before they have all the information or details about the product or service.

This works because once people commit to something, they are more likely to stay consistent with that commitment.

For example:

Pre-ordering a product: If a customer commits to pre-ordering a product before its official release, they are more likely to follow through with the purchase when the product is available. Expect me to invite you to a waiting list shortly!

Setting goals together: Helping customers set specific goals related to your product, such as time savings or efficiency improvements, makes them more likely to follow through on purchasing the product.

A simple statement of the likely savings or gains from working with you can be enough to create the internal pressure to remain consistent. Combine that with an internal referral to the rest of their Decision making Unit, and you have powerful momentum. If they make the recommendation, they OWN it.

Pre-commitment locks the customer into a decision early on, making it easier to finaliSe the sale when the time comes.

CONSISTENCY & CUSTOMER LOYALTY

Commitment and consistency aren’t just useful for closing a single sale; they are also key to building long-term relationships with customers.

Once customers commit to a product or service, they are more likely to stay consistent with that choice, leading to repeat business and long-term loyalty.

To foster loyalty:

Encourage repeat commitments: After the initial purchase, encourage customers to commit to additional products, services, or upgrades. For example, signing up for a subscription or loyalty program deepens their commitment.

Follow-up and reinforcement: After the sale, continue to engage customers with updates, personalized offers, or feedback requests. Reinforcing their commitment through ongoing communication makes it more likely that they will remain consistent in their loyalty.

Building on customers' initial commitment can transform one-time buyers into long-term, loyal customers.

OBJECTIONS

This principle explains why most classic objection handling approaches are stupid and counterproductive.

Trying to convince someone that they are wrong, when they have just said something, is stupid. making them justify a statement just makes it stronger. So it's stupid.

Which is why my approach to handling objections is so totally different. And if you haven't got your hands on my guide that shows you How To Become An Objections Slayer, click the link and study the slide deck now!

ONE MINUTE NEEDLE-MOVER

When a customer has reservations or objections about making a purchase, likability can play a pivotal role in overcoming these hurdles. Customers are more likely to listen to and accept solutions from someone they like. By leveraging the rapport and trust you’ve built, you can address concerns more effectively and guide the customer toward a decision.

By demonstrating that you have their best interests at heart and offering personalised solutions, you can increase the likelihood of closing the deal.

This week’s Needle Mover:

​Take a good honest look inward. How do you present yourself? Do you keep your promises? How can you become a better storyteller? You don't have to be the most naturally charismatic person, you just have to show up as the best version of you consistently. Do you?