The Should Effect

Understand Your Buyer > How to Engage > The Should Effect

What is it?

The Should Effect principally involves telling your client what they “should” or “shouldn’t” be doing in their current situation.


Why does it work?

It works because as providers of products and services we are deemed to be knowledgeable authority figures. If you are advised you “should” or “shouldn’t” be doing something from a person of authority then you are more likely to take heed.


How can you use it?

By confronting your clients with the ongoing effects of both action and inaction in their current situation, you can get them to understand and engage with your offering. Once a client understands why they should or shouldn’t do something, they are more likely to buy and if they don’t buy then the nagging feeling that they have gone against the advice of an authority figure may cause them to reconsider at a later stage.


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