The sales tactics mentioned by Cooper in his marketing speech included a comparison technique psychologists call ‘price anchoring’: meaning the tendency to rely on the first piece of information offered when making buying decisions.
In his story, a customer in a men’s clothing store is shown a high-priced suit (e.g. $1,000) and then a more affordable, lower-priced suit. That way, the lower-priced suit seems a bargain, especially if the salesperson points out that certain features remain. Cooper was enamoured with this approach.
Without stating it, he mentioned the ‘foot-in-the-door’ approach too, where a salesperson asks for a little favour and this compliance helps to get a yes to the bigger ask later on.
To help with word of mouth, Cooper created ‘magic moments’ in his home security selling process.
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