Insider MLM Sales Training: The Principle of Concession

How do marketers accomplish this? They use the principle of concession. Plain and simple…they lead with an offer they know will be refused followed up with a request that is much smaller. Their objective is not to secure a sale on the first offer at all. The objective was always to sell the lesser of the two evils.

As with the consistency principle you do not lead with the actual goal. Whereas using consistency you start very small and gradually build to the request you want to make with Concession you start large and then make a concession to a lesser request. Before we discuss application this MLM sales training I will illustrate this with an example many have faced before.

Imagine for a moment a car salesman is looking to sell a $16,000 vehicle that has been on the lot longer than he would like. When he identifies a customer that is looking for the features that vehicle has he would not simply walk the customer over to the vehicle and show them.

Instead he will show them the top of the line version of that vehicle for $25,000. He would sell all the features in common with the one for $16… Once rejected…he would then “remember” the other vehicle on the lot. Wow…what a find! What a deal… right? The sales person has purposely gotten himself rejected…why did he waste his and your time? Because we are more likely to agree to a request after we have rejected an individual. Once we have stood up for ourselves we immediately become more apt to concede to another lesser request…After all…we are kind.

On the flip side…hasn’t the salesman made a concession to us as well? He didn’t really want to sell you this car. But…seeing as you rejected his needs he might as well concede to yours and make an offer that better serves you.

This is part of my MLM sales training for a reason...

Many marketing gurus are using this principle to increase their MLM sales as well. Leading with a sales pitch for the all inclusive top of the line training package and then following it up with a much smaller, less expensive option.

Another way to capitalize on this principle, and much less devious in my opinion, is to have a sale! In this way you show a willingness to make a concession to your potential customer and are much more likely to increase your MLM retail profit in the process. This is a powerful in two ways.

First…accurately initially pricing your products using the “expensive = good principle” and then making the concession to sell your products at a lesser amount can positively impact your MLM retail sales.



Of course…unlike my car salesman example this is a genuine concession. Not really a master level secret to increase MLM retail sales but…It is interesting stuff anyhow!

My insider mlm sales training is designed to help you succeed. The more you know about how marketers use psychological tendencies to generate sales the more intelligent you will be as a consumer and business person. Using this information in ethical and positive ways can enhance your business however it is a very fine line.

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