The Anticipation Effect

Understand Your Buyer > How To Engage > 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.



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84 ways to reach, engage and convert people to buy using psychology, science and common sense.

In the book we cover:

 How people work – 18 factors that affect client behaviour.

✅ Selling Communication Basics – 12 ways to communicate more clearly.

✅ How to get attention – 18 ways to stand out and be noticed.

✅ How to engage – 27 ways to engage potential buyers.

✅ How to convert – 10 ways to convert prospects to buyers.

Everything in the book works and is backed by psychology, science, common sense and my own testing.

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