Written by: Vickie Sullivan | October 03, 2023
The Best Way to Influence Customers
One of the biggest challenges for thought leaders and businesses alike is advocating for transformation while managing the risk that goes with that change. A recent study conducted by Julian De Freitas, associate professor at Harvard Business School, and his colleagues reveals how you can influence customers without scaring them away.
Based on their findings, the researchers suggest following three principles:
- Improve the experience steadily over time.
- Add one surprise along the way.
- End with a bang.
Changing the game doesn’t require a major overhaul. One small adjustment can create a whole new perspective.
2 Tactics to Influence Customers and Advocate for Change
Here are two things the researchers did that you can apply when you want to influence your customers:
• Don’t dwell on the reasons to change: Although the authors disagreed with the status quo twice, they didn’t lead with compelling reasons for an overhaul. They gave the case for change just enough focus to get agreement, but they let the nuance of the findings take center stage. This approach positioned the changes as an evolution vs. a revolution.
• Time the change appropriately: We all want to surprise and delight our clients. But this study goes a step further by pointing out the best time for a “surprise.” This kind of nuance is the best way to flip the script. It makes the case for small changes that make a big impact. It feels easier to do and less risky.
A lot of us advocate transformations. Don’t make this effort too difficult. By finding small ways to highlight a new direction, you can start new conversations without triggering fears of risk.
Listen: How to Reduce Risk When Advocating for Big Changes
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