When we commit to buying something, we are likely to purchase other related items too.
For example, when we buy a mobile phone, there is a high probability of purchasing a phone’s accessories and insurance.
When we say yes – commit to something, we generally demonstrate consistency and say yes to other related offers. Therefore, this is the best opportunity for the Salesperson to cross-sell.
The same concept of cross-selling works in enterprise software sales too. As a customer, you rely on the vendor to suggest the software modules. Therefore, it is the best opportunity to cross-sell other modules. You may end up buying modules that you may never use.
What is your plan to control the cross-selling of the software and buying software that you will never use?
The foot in the door
We all understand the effectiveness of the foot in the door technique.
Getting a big job from the same customer is much easier once you do a minor job. Here, the same principle of commitment and consistency applies. First, there is a commitment from the customer for a smaller job (foot in the door). Later the customer demonstrates the commitment by approving the big job.
Suppose you are choosing a partner to implement ERP software. Suppose you approve for a partner to undertake discovery (analysis). In that case, most likely, you will award the ERP implementation project to the same vendor.
The question is, how will you ensure that your vendor’s foot in your door is not working against you? What checks will you put in place to ensure that ‘Yes’ is not the default response for the next big job?
Commitment and consistency traps are genuine. Make sure you have a plan so they don’t affect you and your business.
