5. Use specifics, avoid generalities. Context is important. Make decisions easy for people rather than trying to change their minds. Give people an off-ramp, like automatic 401(k) enrollment plans, which Pink called the most successful sales strategy in the financial services business in a long time. He cited the results of a general vs. specific letter in a charity’s fund-raising drive. Within the mailing, the senders singled out some recipients as most likely to contribute and others as least likely. Among the recipients who got a general letter, 8 percent of those considered most likely to contribute did so, while 0 percent of those deemed least likely did. When a specific letter was sent to people in the same two groups, the contributions rose to 44 percent and 25 percent, respectively. Professionals who are leaders trying to persuade should try to serve first and sell next, Pink said. It’s called servant leadership and involves turning the traditional pyramid upside down. But it’s a better way to do business and it creates a better world.

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