mother essay. This means that we will say or do things, often without thinking, in order to make sure that we express and embody the same traits and viewpoints now as we did in the past. Usually this is a good thing — after all, if you continually don’t live up to your word you will be viewed as untrustworthy or even hypocritical. However, your company can also take advantage of this bias by strategically using surveys to get your potential customers to indirectly make a statement acknowledging they need a product or service like yours before you present them with the opportunity to buy.
Once your prospects have outwardly expressed their desire and interest in purchasing a product or service like the one you offer, they will feel pressured to follow up that statement with action in order to appear consistent and will be driven to buy from you. To see how this works, let’s look at some examples:
Social psychologist Steven J. Sherman called residents in a particular mid-western town and asked them how they believed they would respond if someone asked them to spend three hours volunteering to go door-to-door and collect donations for a charity. Obviously these people didn’t want to seem selfish, so many of them claimed they would say yes. A few days later, these same residents were contacted by a member of the American Cancer Society and asked to participate as neighborhood canvassers. Compared to residents who did not first take the survey, the people who previously said they would volunteer if asked had a 700 percent increase in the number of volunteers! How much would it help your business if you could increase your conversion rate by seven times?