COMPLIANCE STRATEGIES IN MARKETING

-Dr.K.THIRUGNANASAMBANTHAN, Asst.Professor, SIMS

Convincing a customer is very difficult one.  The marketer should be aware about the psychological behavior of the customers, based on this the marketer can formulate their marketing strategies.

FOOR IN THE DOOR TECHNIQUE (FITD)

The foot-in-the-door technique is a strategy used by salesperson to convince potential people to agree to buy a product or services. This can be done by requesting a potential customer with a small initial request then they will be more likely to agree to a later, moreover the request, which they would not have agreed to had they been asked it outright.

DOOR IN THE FACE TECHNIQUE (DIFT)

The door-in-the-face technique is a compliance method commonly studied in social psychology. The marketer attempts to induce the respondent to comply by making a large request that the respondent will more likely turn down, much like a metaphoric slamming of a door in the marketer’s face.

FOOT IN THE FACE TECHNIQUE (FITF)

The Marketer should ask the customer to complete a moderately difficult task. Depending on the customer’s response, ask them to complete a moderately difficult task. If they decline to do the first task, ask them immediately to do the second task. If they conform to the first task request, ask them to do the second task after a delay.   These techniques should be practiced by the marketers to achieve brilliance in convincing skills.