Saturday, May 30, 2015

Want to Boost Sales? Let Others Toot Your Horn.

Want to convince skeptical prospects of the value of your proposal? 

Get an intermediary to present your credentials first.

Persuasion research shows an introduction by a third party improves the odds your audience will buy your message far better than a self-introduction.

The third party need not be a trusted source.

Researcher Steve Martin examined the effect on sales of a third-party introduction. 

He arranged for a receptionist to introduce a real estate agent's credentials to first-time callers before connecting them to the agent, instead of simply putting callers through. 

The agent booked 20 percent more appointments as a result.

"Arranging for others to tout your expertise before you make your case can increase the likelihood of people paying attention and acting on your advice," according to Martin.
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