Transfer of Confidence
Nobody likes feeling foolish. And when purchasing a strategic software solution, people are putting their reputations on the line. So, focusing on making them feel comfortable and confident that they are making the right decision is paramount.
This Transfer of Confidence technique applies much more widely than software sales, however. What is at the heart of the Treasury's rescue package strategy? Transfer of confidence.
To illustrate my point even further...what do you see when you look at the picture below of Barack Obama's first press conference since becoming President Elect?
I see a Transfer of Confidence. Rather than speak at the podium alone, Barack Obama chose to surround himself with his very smart and capable team. His implicit message? The quest for Change will be difficult, but we are not alone in this quest. We will succeed.
Transfer of Confidence is a powerful concept. It is not a gimmick to be toyed with. For it to work properly, you need to use it truthfully and wisely.