Practical Sales Training™ > How People Work > Reason Respecting Tendency
Reason Respecting Tendency: The Secret Sales Psychology Hack You’re Not Using
Better communication. Better conversion.
What is the Reason Respecting Tendency?
The Reason Respecting Tendency is a psychological bias where people are more likely to say yes when you give them a reason — even if that reason isn’t particularly strong.
It comes from a classic psychology study where someone tried to cut in line for a photocopier. When they said:
“Can I use the copier because I need to make copies?”
— people let them in, even though the reason was obvious and weak.
The key wasn’t the logic — it was the word “because.”
When we hear a reason, we stop questioning and start complying.
How does it work?
Our brains are lazy. We run on autopilot.
When someone gives us a reason — even a vague or poor one — it short-circuits our resistance. We assume their request is valid because they explained it, and we don’t want to be rude or slow things down by overthinking.
It’s a kind of mental shortcut:
-
Request with no reason? Suspicion.
-
Request with any reason? Acceptance.
This is especially powerful in sales, because buyers are often on the fence.
The right “because” can give them the little nudge they need.
How can you use it in sales communication?
Here’s how to tap into the Reason Respecting Tendency in your sales messaging:
1. Always give a reason
Even if it’s basic. Never just say:
“Book a call.”
Say:
“Book a call because we’ll help you uncover what’s blocking your sales.”
2. Use “because” in copy
Use the actual word “because”. It’s a trigger word.
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“Act now because places are limited.”
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“Click here because this won’t be available next month.”
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“Work with us because clear communication creates confident sales.”
3. Justify your asks
Whenever you’re asking for time, attention, or action — justify it.
Even weak reasons are better than no reason:
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“Download the guide because it’s packed with 33 proven ways to sell with confidence.”
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“Reply to this email because I want to make sure you didn’t miss it.”
4. Don’t overthink the reason
The reason doesn’t need to be life-changing. It just needs to make sense enough.
People want a reason to act — give it to them.
Final Thought
People don’t just buy products.
They buy justifications for taking action.
Use the Reason Respecting Tendency to smooth the path to yes —
because when you communicate better, you convert better.
Example
the famous “copy machine study” by social psychologist Ellen Langer from the 1970s.
Here’s what happened:
Researchers wanted to see how people would react when someone tried to cut in line to use a photocopier. They tested three different versions of the request:
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No reason:
“Excuse me, I have 5 pages. May I use the Xerox machine?”
→ 60% of people let them cut in. -
Valid reason:
“Excuse me, I have 5 pages. May I use the Xerox machine because I’m in a rush?”
→ 94% said yes. -
Placebic (non-valid) reason:
“Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?”
→ 93% said yes — almost the same as when there was a real reason.
See also
