Sales are often about gaining the trust of a consumer whether the trust be in the sales person or in the product. The Commitment Consistency Theory is about gaining one’s trust with a smaller purchase before going in for the big purchase. Currently, I work in the carpet industry specifically dealing with property management allowing Sherwin Williams to pursue apartment complexes. For the most part, we sell a commodity carpet. It is a very competitive field and extremely hard to gain loyalty from our consumers.
With the economy in its current situation, many of our smaller competitors have crumbled. This has opened the door to much more business. This is when we see this theory at its best. Our first step is to get our foot in the door by carpeting one unit at any given complex. If the job is done correctly, then we gain all of that apartments business. In return, this equals gaining the trust of our consumer.
This theory also applies in my everyday life. As I was reading the article, it made perfect sense to me because it explained exactly how I shop. I try something out before making a big purchase whether it be buying a small product of the same brand, or even taking a test drive in a car. I also like to think of it as a point of reference to how a good a sales person is. Sales people all have their own objectives. The one who pushes me to hard towards a big purchases and refuses to listen to me does not know what they are doing. However, the one that listens often learns that any consumer can become very fruitful over the years. Cars are what come to mind the most when analyzing this theory.
Persuasion to me is the art of getting someone to believe in my point of views. This is tied in very closely with convincing. But convincing is more about getting some one to go along with you and not necessarily making them believe. Actuate is more along the lines of getting someone to just do something.
Great leaders all have their own definitions for persuasion, convincing and actuate. But they all are able to make people believe and understand in what they want them to do. Leaders have the ability to make people do the unthinkable and make those same people do things they do not want to do. They understand the art form of persuasion and furthermore, understand that every one is different and needs different kinds of attention.
Vaidyanathan, R. & Aggarwal, P. (2005). Using commitments to drive consistency: Enhancing the effectiveness of cause-related marketing communications. Journal of Marketing Communications, 11(4), 231-246.
