Timing counts here. If the shopper bunches up his fists, extends his fingers, contracts his calf muscles, or stiffen his biceps too far in advance of facing the temptation, he will fatigue himself, with the result that he’s actually more likely to end up succumbing.
This suggests that when your prospective customer is tense at the moment of the sale, it will be more difficult for you to overcome objections. I guess you could keep the tension high for a while, fatiguing the prospect into submission. Better yet, though, is to relax the shopper a bit.
That idea is central to a later set of studies, this time in a collaboration of researchers at National University of Singapore and Chinese University of Hong Kong. First, it was confirmed that physical tension does lead to consumers taking relatively routine purchase decisions quite seriously. To produce tension, the participants were asked to hold shopping bags full of water bottles. Then another set of participants who had carried the heavy weight were instructed to think about feathers and balloons. It turned out that this was sufficient to lighten the mental load. These feather-weight participants were more open-minded when thinking about purchase evaluations.
For your profitability: Sell Well: What Really Moves Your Shoppers
Click below for more:
Clench Your Fists to Fight Temptation
Start Your Shoppers Feeling Yes
Lift the Spirits of Your Customers
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