Understand Your Buyer > How to connect with your buyer  > The Anticipation Effect

 

What is it?

The Anticipation Effect is the act of making your clients excited about your products or services by getting them to focus on just how great the end result will be.

 

 

Why does it work?

It works because as clients we focus on the end result – “what’s in it for us?”. The Anticipation Effect recognises this by vividly painting a picture of the future and how it will look and feel to achieve the XYZ thing that your client wants to achieve.

 

 

How can you use it?

Remembering to “sell the destination, not the journey” is one of the most powerful things to remember when selling. In early stage sales conversations you can ask questions like “so what would the perfect outcome look like” or “how will we know we have succeeded” to get the client to paint a picture themselves and begin to get excited about achieving their objectives.

 

Example

This website tells you how far away you are from qualifying for free shipping to encourage you to buy a little bit more and build anticipation… nearly there!  Amazon do a similar thing with a countdown timer which tells you “order in the next xx minutes for delivery tomorrow”

 

 

See also

• The Waiting List Effect
• The Scarcity Effect

 

 

 

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