As a kid growing up in Chicago, it wasn’t unusual for me to see vagrants and drug dealers loitering around the streets. I’d often see them go up to a stranger and ‘bum’ a cigarette, “Hey man, you got a smoke?”

The stranger would nod yes, and then give the vagrant a cigarette and a lighter. After lighting the cigarette, taking a few puffs and returning the stranger’s lighter, the vagrant would thank the stranger and then ask, “Hey, do have any spare change in your pocket so I can get something to eat?”

More often than not the stranger would dig into his pocket, hand over a few coins, and then continue on their way.

If they didn’t know the stranger was a smoker, they’d use a much safer approach and ask them for the time of day first, “Hey mister, can you tell me what time it is?” And then they’d follow-up with the ‘spare change’ request.

This was life in the neighborhood (a.k.a. The ‘Hood’). I didn’t think much of this technique until I began studying influence and persuasion theories. One technique in particular brought these inner city memories back, and it was called the “Foot-In-The-Door” (FITD).

The FITD technique involves making a small, negligible request first and then following up with a much larger one. The first small request (i.e. Initial Request) is a setup for the real request (i.e. Target Request).
Studies have shown that if someone agrees to your first request, they are likely to agree to your second request.

What if you could use the FITD technique to increase your chances of getting a prospect to say yes to buying your product? Would that be useful? Let’s setup a scenario where it might work.

There you are. Smart tie. Friendly smile. It’s your first meeting with a new prospect. Now, the initial goal is to reduce the prospect’s sales resistance by asking him a simple question. This question should be one that you know he will say yes to (initial request). Then, follow-up with the real reason (target request) you’re there to see him.

You: “Mr. Prospect. Would you consider buying product that can do X, Y and Z and save you money?” (Initial Request)

Prospect: “Yeah, I might if it really did what you said it could and was priced right.”

You: “Fair enough. I’ll tell you what. I’m going to let you take our new Gizmo 3000 home for a week so that you can see for yourself that not only does it work, but that it’ll also save you money in the long run.” (Target Request)

Prospect: “I guess that’s more than fair.”

While this simplified example is ideal, it still illustrates the FITD technique. Notice that the initial request had the non-binding and seemingly harmless phrase “would you consider.” This three-word phrase is powerful because it “primes the prospect” and lowers resistance. It’s safe for them. After all, you’re only asking them to “consider” buying the product. After the prospect responds positively, you reveal your true intention (i.e., your target request) by asking the prospect to take the product and use it.

In this sales scenario, the goal is NEVER to sell the prospect on the spot, but to get the prospect to agree to use the product in the first place with the hope of selling it later (i.e. try it, like it, buy it).

The key to the FITD technique is to get a small commitment up front (i.e., consider using the product) and then ask for a bigger commitment (i.e. use the product). If you can get the prospect to use the product, you’re halfway done closing any deal!