If you want your customers to both buy quickly AND feel less regret after they buy, give them fewer rather than more choices. Eating out may be a distant memory for many of us in current times, but …
The “Pain of Paying” Cheat Sheet
As we’ve become more cashless this year than ever before, we’ve inadvertently reduced our overall “pain of paying”. This is great news for companies selling products or services. But it has …
Transition costs may be hurting your sales funnel
Customers generally feel the pain of paying at a time when there are immediate transition costs, while at the same time there is uncertainty around any benefits sometime in the …
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The Jedi Masters of Endowment
Siting (or endowing) the House Plan My husband and I have been looking at building a new house and our weekends have been swallowed up trawling through display home after display home across our …
Don’t let that anchor weigh you down
Beware of the power of the anchor if you’re negotiating, whether it’s your salary, or the price of a product or service. An anchor is a reference point that your mind will use to make decisions and is …
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Living in Tomorrowland
It’s hard to get people to save for retirement today, but much easier to get their commitment to save tomorrow. Could the principles of America’s 20-year-old Save More Tomorrow™ program, which nearly …