The

“Law of Contrast”

Lessons from Johnny



In the last couple of weeks, we have received many calls and emails.  Some have inquired as to what it would take to have our team spend two days with their organization.  The main challenge, these days, is that we DO NOT OFFER OUR SERVICES FOR HIRE.  If we did, our services could run well over $20,000 for two days.  This can be a drop in the bucket compared to the returns a company sees after just two days of an introduction to Time Line Selling®.  


Since we do not offer any products or services to the public, we humbly suggest that you have your sales professionals subscribe to “Mondays with Mick.” While there is no substitute for personalized, one on one training, our subscribers receive a small dose of influence strategies each and every week.  In no time, companies enjoy the increased revenue created by a sales force made up of raving fan subscribers.  Not to mention it is FREE.


With that said, today’s article is about one of the great American icons, Johnny Carson!  If you are like me, you probably have fond memories of the Tonight Show.  With all due respect to Leno and Letterman, Johnny Carson was the greatest late night host of all time. 


As professionals in the study of influence and persuasion, we were all treated to a special night when Johnny’s guest was a little girl who happened to be the #1 Girl Scout cookie sales person in the country.


Carson asked her the secret of her success.  She said,

“I just went to everyone’s house and said, ‘Can I have a $30,000 donation for the girl scouts?’  When they said ‘No’ I said, ‘would you at least buy a box of Girl Scout cookies?’”


Johnny broke into laughter and America joined him.  The lesson this little fire cracker had learned was the Law of Contrast.


The law of contrast does two things:

1)  Misdirects the decision being made by your customer.

  1. 2) Enhances the good and bad of your offerings.


The earliest practical examples of the Law of Contrast come from Robert B. Cialdini, PHD.  Dr. Cialdini observed that studies done at Arizona State and Montana State Universities had some i
nteresting findings. In one study, male college students rated the photo of a potential blind date.  Those who did so while watchingan episode of the Charlie’s Angel’s TV series viewed the blind date as a less attractive woman than those who rated her while watching a different show.  Apparently the women looked less attractive when contrasted to Farrah Fawcett and Jaclyn Smith



This bit of knowledge can be very powerful in the hands of true sales professional.

Examples of the Law of Contrast at work (That is other than the opening paragraph of this article).



INSURANCE PROFESSIONAL:


“Bob and Mary, I know that you have been looking at this package.  It is the finest and most complete package offered by our company.  The monthly investment is $700 per month.  Now I realize that you have voiced some concerns over the size of this investment.  I would then suggest that we go forward with the more practical package.  It is only $199 per month and at the end of the day will still serve your immediate needs.”



ADD ON SALES:



MENS CLOTHING:


A friend of mine owned a local men’s clothing store and he used this powerful principle.  Instead of selling the entire outfit, simply create the desire in the $800.00 suit.  Once sold, a $75.00 tie seems like a small amount (in contrast) to pay for a tie.






REAL ESTATE:


The other great use of this principle is when showing or demonstrating a product.  Real Estate professionals know that it is best to show two less desirable properties before showing the target property.  In contrast to the previous homes, the target home looks more desirable.



ACCOUNTING:

Every year my accountant uses this principle on me and it works every time.  After going through our taxes,
Dan looks at me and says, “Ok Mick, it looks like this year you owe ‘X’ amount.”  My heart stops and I curse the IRS.  Then Dan scratches his head and says, "Wait a minute Mick, I didn’t add that quite right.  Ok, let’s see here, when I add these other deductions it comes out to ‘Y’ amount." (Always significantly less)

My heart beat returns, the blood comes back to my face and I say “Oh, thanks Dan.  Great job, you are the BEST!”


“Y” is still a large amount of money, however, in contrast to “X” it seems much more reasonable.  Thanks to this principle I am a raving fan of my accountant.





How can you use the Law of Contrast in your business?  Take some time to consider the various ways.  Incorporate them and watch your business grow.

By using this powerful influence tactic, your success is assured.


Mickey Booher

Your success is assured!









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ABOUT THE AUTHOR Mickey Booher has spent 18 years studying the art of influence and persuasion. He uses his expertise in Neuro Linguistic Programming and Hypnosis to design “Real World” Selling programs. As a top producer for many years in the sales industry, Mickey spends his time testing various theories as it relates to why people make the decisions they do. These theories become working models only after being tested in the most extreme of circumstances. In 2000 Mickey Booher developed his Time Line Selling® system. The concept was to take the sciences of NLP and Hypnosis, blend it with “Real world” selling techniques to produce a methodology that would revolutionize the way that sales people communicated with their clients. Today Mickey Booher proudly serves as a Vice President for one of the finest vacation ownership companies in the world. He lives in Carlsbad, CA where he spends all of his free time raising his son.     
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