opportunity 56 of 150 Apart from having the right product at the right price, readily accessible, and delivered with the right service, there is a lot business can do to persuade their target market to buy, repeat buy and refer their product. A potentially powerful strategy is leveraging commitment. I have written previously about the […]

opportunity 56 of 150 Apart from having the right product at the right price, readily accessible, and delivered with the right service, there is a lot business can do to persuade their target market to buy, repeat buy and refer their product. A potentially powerful strategy is leveraging commitment. I have written previously about the effect of getting consumers to commit in advance and how this can have a direct impact on the outcome of the sales process. Consumers are more likely to purchase when they have given a commitment to do so. Consumers are also more likely to purchase when they are committed to a business, its products and what it stands for. Not only does such commitment drive purchase, but it also drives repeat purchase, referral, and higher margins. American researchers identified 5 types of commitment: Affective – characterised by a consumer’s positive attitude towards an organisation; Normative…