Dr Robert B Cialdini – a master of psychology in his engrossing book titled Influence: The Psychology Of Persuasion systematically defines the rules of “Reciprocal Concessions” which is a natural fit to the evoloution of new working practices in the “connected age”.
Dr Cialdini argues that “a second way to employ the reciprocity rule [is] to get someone to comply with a request” which is much more ‘subtle’ than “the direct route of providing that person with a favour and then asking for one in return“.
What Dr Cialdini talks about relates to the fundamental rule of Compliance Techniques and that “one way to increased your chances would be first to make a larger request of me, one that I will most likely turn down. Then after, I have refused, you would make the smaller request that you were really interested in all along. Provided that you have structured your requests skill fully, I should view your second request as a concession to me and should feel inclinced to respond with a concession of my own, the only one I would have immediately open to me – compliance with your second request”.
However, Dr Cialdini’s book is very useful for not only high level marketing executives, but also marketing analysts whom often collect quantitative data on the development of their marketing plans – which comprises the Marketing Mix dimension of their business plan.
In this respect, another book which defines the powerful tenets of Experiental Marketing with a rich framework for Sales Task Forces or Distributed Teams (known as the Connect, Explore, Leverage, Resolve and Act model) fits quite well with the uptake of emerging practices in the Sales Process Engineering domain – in which the a) variability and b) the capability model are often in sync with fundamental business practices such as lead generation, appointment setting and most of all, creating “active prospects” in the sales system architecture.
With the proliferation of a variety of free working tools that manifest on the internet together with the unprecedented changes in “mobile” and “web” technologies which are achieving what I call as high-market disruption, there will be a call for utilizing these two complementary channels in a variety of way – whether it be for Customer Relationship Management or perhaps even the facilitation of best known collaborative work practices in ‘fast performing teams’ .