Practical Sales Training™ > How to connect with your buyer > The Generation Effect
What is it?
The Generation Effect looks at how we think more favourably about things we have created or are personally “invested in”.
Why does it work?
It works because as humans we favour ourselves and what we create in our lives. By tapping into this natural preference for things we have created we can engage our clients by speaking their language.
How can you use it?
Ask your clients what success would look like to them. Get your clients involved in designing products and services, encourage your clients to invest themselves in what you offer and they will be more favourable towards it.
Example
Nike’s customisable shoes on Nike By You (formerly NikeiD) let customers choose colours, materials, and even add initials. By designing their own shoes, buyers feel more emotionally invested – they didn’t just buy a pair of Nikes; they created something themselves. That emotional ownership makes the product feel more valuable, increasing satisfaction and loyalty.
This is the Generation Effect in action: when buyers help create or define the product, they value it more – because it’s theirs.
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