The Principle of Commitment and Consistency in Sales

Why do people stick to their decisions, even when alternatives are available? The answer lies in the psychological principle of commitment and consistency. When people commit to something, they are more likely to follow through and act in ways consistent with that commitment. For sales professionals, understanding and leveraging this principle can help create long-term customer relationships and increase conversions.

Understanding Commitment and Consistency

Humans have a deep need to appear consistent in their decisions and actions. Once someone commits to an idea or action—no matter how small—they’re more likely to continue aligning their future decisions with that commitment. In sales, this means small, incremental commitments can lead to larger purchases and stronger loyalty over time.

Using Commitment and Consistency to Succeed in Sales

1. Start with Small Commitments: Encourage potential customers to take small, low-stakes actions, like signing up for a newsletter or attending a free webinar. These micro-commitments pave the way for bigger decisions, such as purchasing your product.

2. Encourage Public Commitments: Publicly sharing commitments strengthens a person’s resolve to follow through. For instance, asking customers to post reviews or share their experience on social media reinforces their connection to your brand.

3. Upsell Strategically: After an initial purchase, suggest add-ons or upgrades that align with the customer’s previous choices. This approach feels natural and consistent with their initial decision.

Other Uses of Commitment and Consistency

• Team Management: Encourage employees to set personal goals publicly. This increases accountability and motivates them to achieve their objectives.

• Customer Retention: Loyalty programs leverage this principle by rewarding customers for consistent engagement. A customer who’s invested in earning points is less likely to switch to a competitor.

The principle of commitment and consistency helps create a pathway to deeper relationships with customers. By starting small and building trust, you can guide them toward larger commitments and ensure long-term success.