Make Marketing History

The views of a marketing deviant.

Tuesday, May 08, 2007

Making The Conversation Work For You.

According to Robert Cialdini, it's not what you say, it's the way that you say it.

By getting the receptionist to change two words when someone called to book a table, a restaurateur managed to reduce no-shows from 30% to 10%. Instead of asking "Please call if you have to change or cancel your reservation." she now asks, "Will you please call if you have to change or cancel your reservation?" and pauses.

That pause is generally filled by a commitment to action from the prospect/diner, a commitment that cost the restaurateur nothing and saved him a fortune. How many opportunities do you have to get your prospects to make a commitment to you?

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