Persuasion: How to Master the Craft of Corporate Gift Giving in Business

Whether we realize it or not, gift-giving is social psychology in action, a technique powerful in force when applied correctly. I’m not speaking of gift giving on traditional holidays, birthdays, and the like, but rather gift-giving as a form of persuasion in social psychology that is used in successful businesses, from large corporations to smaller independent companies, every day.

In our precursor to this article, The Art of Persuasion, we explained how persuasion is used by all of us everyday in order to persuade a successful outcome in our favor: foot-in-the-door, that’s not all, and scarcity. Gifting motives in business are no different.

Only one prominent distinction between the we use persuasion in our everyday lives, and the way successful companies use gifting, is that the former is often unconscious while the later is most definitely always conscious, and absolutely intentional.

There’s no hard rule that says how much you need to spend. CEO’s of multi-million-dollar corporations are some of the most frugal of all people. More likely to wait for a bargain that’s as close to nothing than the average coupon-cutter mom at the super market. Along with that they aren’t going to spend one-dollar to send a gift to a prospect client unless it’s sure to produce a return in profit for them. Here are the motives that inspire businesses to use gifting to persuade outcomes in their favor: To grow their network and develop long-lasting relationships, To market their company and brand, Customer retention – or loyalty, To close a deal. Continue reading

Understanding the Art of Persuasion

Everyday different persuasion techniques are used by us and on us to persuade a successful outcome in our favor. Listed below are a few of the top persuasion techniques, their definitions, and an example for clear understanding.

*Foot-in-the-door: A small request is made, and adhered to, only for a larger request to present itself. For example, you are asked if you would like to enter a raffle for $500. You fill out the little slip at which point you are told you will be receiving the Detroit Free Press for the next month free of charge, than it will cost $30 a month thereafter. The point of the foot-in-the-door method is, if you want to get someone to do something, start small before moving big.

Here’s a video that illustrates the impact of the foot-in-the-door tactic in 59 seconds

*That’s-not-all: The initial proposal is made but then many bonuses are added to the original offer to sweeten the deal. For example, you see an ad for a car wax which is minimally interesting but suddenly they add car deodorizer and interior wipes- free of charge! Continue reading