Moment of Power # 1 - Expertise - we rely on people who appear to be an expert as they tend to have superior knowledge and wisdom on what we should do next.
- It starts by reactive expertise (confidence, look, titles, knowledge etc.)
- It is more effective by proactive expertise (educating the customer, anticipating customer needs etc.)
Moment of Power #2: Liking – we want to do business with those companies that demonstrate they like us.
- It starts by being reliable, being responsive and building relationships through great conversations, praise and cooperation/win-win
- It is more effective by liking the one you are with, using the customer's name and discovering similarities
Moment of Power #3: (not) Losing – we get anxious when things that we want (or think we want) appear to diminishing or have disappeared. People always want more of what they can have less of.
- It starts by information suggesting that something is rare, dwindling in availability or the loss attached to something
- It is more effective by loss or loss framing, unique benefits, limited time, competition and exclusive information
Moment of Power #4: power of a promise – once people make a choice/take a stand, they will encounter personal and interpersonal resistance to behave consistently with what they have previously said or done. Commitments often grow their own legs
- It starts by prior choices, progress towards a goal, and taking a stand
- It is more effective by commitments that are active, public, and voluntary
Moment of Power #5: Power of Context – human behavior is sensitive to and strongly influenced by its environment and other conditions that helps (or hinders) people understand the situation they are in. We are interested in how we can shape the context for the customer.
- It starts by lack of control
- It is more effective by the environment, choice and contrast
Moment of Power #6: Going first – people are obliged to give back to others (and even strangers) who have given to them FIRST.
- It starts by gifts and concessions (rejection-retreat principle)
- It is more effective when gifts are significant, personalised and unexpected
Moment of Power #7: Power of the Crowd – we decide what's appropriate in situations by examining what others are doing.
- It starts by evidence of what others are thinking, feeling or doing
- It is more effective by many others, similar others and uncertainty
Moment of Power #8: Problem Solving – customers may be even more loyal after you have solved their problem than before. This is called the service recovery paradox.
- It starts by encouraging and listening to negative customer feedback
- It is more effective by using the right process, right interaction and right outcome in solving the problem to create a sense of fairness