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I just read the following at wikipedia:

The Sullivan nod is a sales technique used to create a subconscious suggestion to a customer to purchase one particular item out of a list of like items. It is used most frequently by bartenders and waiters when reciting lists of items (such as alcohol or wine) in the hopes of getting the customer to select a particular brand. A Sullivan nod is executed by nodding slightly, by approximately 10-15 degrees, when the item it is hoped the customer will choose is reached. The key is to make the nod perceptible, yet subtle, so as to not distract. The nod is best done with lists not more than 5 items in length. Studies have concluded that 60-70% of the time, a Sullivan nod will achieve the desired results (customers choosing the ‘recommended’ item). The Sullivan nod was developed by a restaurant consultant by the name of Tom Sullivan as a method to increase appetizer sales.

That’s a new one for me. I’m going to have to watch for it next time I eat out.

“Would you like fries ::nod:: with that?”

It reminds me of the “up to?” technique. Step onto the lot of a car dealership and the salesman that bugs helps you will ultimatley ask what kind of budget you have. The conversation goes like this:

“What are you folks looking to spend?”
“About $5,000.”
“OK. Up to….??”
“Umm…we can probably go up to about $6,000.”
“Great. Let’s see what we have.”

Bang! You just got up-sold. You wanted to spend 5K, but when the salesman (supposedly) assumed that it was the bottom of your “range,” you gave him a higher number so as not to seem cheap or disappoint. Now, he’s going to sell you a 6K car.

As a consumer my response to this is to use the same tactic on them.

“What’s this one listed at?”
“This cost $6,000.”
“Gotcha, but you can go as low as….?”

As a business owner though, it really makes you realize what an impact small things can have on your sales. Your mission should be to find out what subtle tactics you can use (in marketing pieces, website layout, sales pitches, etc.) to encourage additional and higher revenue. The power of suggestion is huge, it can just take some effort to see what works in a given situation.

Oh yeah, you can now easily link to my posts. Feel feel free to post to your Facebook page, Digg them ::nodd::, link with del.ico.us, etc.