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Rejection-then-retreat technique in internet marketing (from reading Influence)

by stanigator
7 replies
Just read Robert Cialdini's classic book. As I tried to relate his concepts to internet marketing, I can't help but wonder how often do you see this technique employed as a tactic in this space. In particular, selling products and services to the wrong prospects.

If you do see this applied often, what are your thoughts about this technique's ethics?
#influence #internet #marketing #reading #rejectionthenretreat #technique
  • Profile picture of the author shane_k
    You might want to explain the technique a bit more so people understand what it actually is, or what the principle behind it is, then we could answer.

    I did read his book, but don't remember this one
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    • Profile picture of the author stanigator
      shane_k: Yes, rejection-then-retreat technique involves using an initial concession as part of a highly effective compliance technique, and then using the rule for reciprocation to achieve the compromised transaction, which is the intended sale.

      DaCato: No, that's not it at all. It gives me an impression that the merchant is shitting themselves when it comes to the product value.

      Sandra: I think the down sale is correct. It does make the product value appear less legit in my eyes. What do you think?
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      • Profile picture of the author Sandra Martinez
        Originally Posted by stanigator View Post

        Sandra: I think the down sale is correct. It does make the product value appear less legit in my eyes. What do you think?
        I don´t know, the value of something in a transaction is an agreement -maybe I have been around the block too much and I am desanitized.

        Everything you heard of which uses the word "industry" is all about the bottom line, maximizing profit. Marketing is no different, and it is actually one of the most harmless. The downsale gets the person who was already lost, if you can have a 0.5% conversion with the downsale from people who was lost, why not?

        Digital transactional costs are very low, so you have a lot of margin to try pricepoints and conversions.

        There are some scripts that try different prices with visitors. I find those more complicated. They charge different to people who are actively buying the product. I would certainly feel ripped off if I found out I paid 3 times more than someone else.

        The downsale strategy has its flip side, many people stopped buying and waited for the better price at the exit point. So it lost strength, not sure how many still use it.

        Sandra
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  • Profile picture of the author DaCato
    Does this involve stating that your product is NOT suited for certain people?

    If so, I love that concept. It immediately differentiates you from most of your competitors who will likely be trying to take in any and all customer types, with no pre-qualification.
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    • Profile picture of the author KenThompson
      Originally Posted by DaCato View Post

      Does this involve stating that your product is NOT suited for certain people?
      No. It's offering a high price product, first. It's automatically rejected because it's too expensive. So the retreat part is offering a lower cost product and it's usually accepted and bought.

      I was curious about this, too, and found this pdf that explains it.

      http://www.baranharper.com/pdfs/dsc/...ips_oct_07.pdf

      Just read Robert Cialdini's classic book. As I tried to relate his concepts to internet marketing, I can't help but wonder how often do you see this technique employed as a tactic in this space. In particular, selling products and services to the wrong prospects.
      No, I can't say I've seen this used as explained in the pdf. Maybe something related is telling people, in the copy, how much the product/service is worth or usually sells for. Of course it's a high price, and then eventually the price goes down to the selling price.

      But that has been abused so much that I never believe the "usually sells for price." I'm sure sometimes it's true, but I never know if it is or not, so I ignore it.
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  • Profile picture of the author Matt121
    So what is basically being said here is that you offer a high price product, get it rejected, then come back with the same thing for a lower cost in which it gets accepted by the prospect/buyer?

    Well, that's not something I've ever considered doing when it comes to Internet marketing. Actually, now that I've stumbled upon this topic, I have no idea how it could even play out in IM.
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