Archive for April, 2012

Saving the Best for Last – Lessons from Pop Stars and Physicians

April12IIRBy Steve Martin, CMCT

In previous Inside Influence Reports we have discussed contrast effects. The idea that the way an offer or proposal is perceived will be influenced not just by the offer itself but also by what is experienced or presented immediately before that offer or proposal. Accordingly, when looking to persuade others, a detective of the influence process will know that what comes first is of great importance.

But what comes last is important too. Understanding the powerful sway that ‘send-offs’ can have on how experiences are evaluated can have implications not only for future business interactions, but also how much your clients enjoy their next interaction with you. 

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