How to Influence People and Gain Sales From Parties
During the Korean War, the Chinese Communists, in contrast with their North Korean Allies, were able to persuade more American POW's to engage in some sort of collaboration with the enemy. The most extreme of these collaborations involved statements from the soldiers denouncing the American involvement in the Korean war.
How did the Communists achieve this? The American soldier was well trained to give nothing more than their rank and serial number. But the Chinese realized that if they got the POW to commit to some mild statements, such as "America is not perfect", then it would be easier for the Chinese to obtain further commitments. Robert Cialdini, one of my favourite authors on influence, explains this in more detail.
What does this have to do with influencing people and making sales?
Cialdini also discusses the "quintessential American compliance setting", the Tupperware party. It is his view that there are four "weapons of influence" being used at the typical party demonstration. First, at the beginning of the party or demonstration, a number of silly games may be played and those persons not "winning" the game will be offered a loot bag -reciprocity. Second, is commitment: everyone is asked to declare how Tupperware will change their lives. Third, one the selling begins, and everyone at the party sees other people re-affirming their the value of the Tupperware product, social proof kicks in. All of these people cannot be wrong can they?
Finally, what Cialdini calls the "real power" of the party is that fact that the request to buy comes from a friend, whom you presumably like well enough to at least attend their party or demonstration. The sales pitch is not from a "professional" but an amateur neighbour. Even when you know that your friendship is being pitched for a sale, you comply. Interesting.
But Cialdini, who wrote this originally in 1984, has not kept up with evolution of the party or demonstration systems. He doesn't explain the further attraction of the network marketing aspect, at its worst the pyramid scheme illusion. Nor does his explanation resonate with why Tupperware has failed to keep sales consultants in their system in North America for the past seven years.
Any ideas as to why Tupperware or the party sales system is faltering in North America?
