AUTHORITIES – IF RELEVANT – CAN BE VERY PERSUASIVE IN MANAGING BEHAVIOUR A study in the US found that following the launch of a new product or service there are three categories of potential purchasers: Leaders –2% Early adopters – 18% Followers – 80% The fact is of course even the early adopters are in […]

AUTHORITIES – IF RELEVANT – CAN BE VERY PERSUASIVE IN MANAGING BEHAVIOUR A study in the US found that following the launch of a new product or service there are three categories of potential purchasers: Leaders –2% Early adopters – 18% Followers – 80% The fact is of course even the early adopters are in reality followers. They just follow sooner than the others. Consumers like all human beings tend to follow leaders. The authority of a leader can be effective in persuading consumers to behave in a manner consistent with your commercial objectives. This observation has been made in any number of studies, including one involving real estate agents in the United States. In this study an initial group of people calling a real estate agent were transferred to a person who could assist them quickly and efficiently. A second group when calling the same agent were told about…