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What is the Door in the Face Technique?Examples of the Door In the Face TechniqueOther Compliance Strategies

What is the Door in the Face Technique?

Examples of the Door In the Face Technique

Other Compliance Strategies

The door-in-the-face technique is a compliance strategy in which a person makes a large request, knowing they will get the “door slammed in their face.” This is meant to make the next request - the actual request - seem small and reasonable in comparison.

How It Works

Once the customer rejects the large request (or, if they happen to accept, the salesman is usually pretty happy,) the salesman makes the smaller request. The customer might feel a sense of relief because their expectations areanchoredto the large request. In comparison to this large request, the actual request seems reasonable. They are more likely to agree to it, thinking they’ve “won” the interaction.

Of course, the salesman is really the person who “won” the interaction, especially in the case of a door-to-door salesman. There is no need for the salesman to go door-to-door, and there is nothing that requires the customer to make a purchase or agree to a request. But because the salesman used the anchor of the large request when the interaction began, the customer’s view of further requests will be warped.

Asking for Donations

Whether or not you think that $5 a month is a win for the canvasser, it is! You didn’t have to donate anything.

Selling Gym Memberships

You get a tour of the new gym in your area and you’re interested in a membership. The employee at the gym gives the tour and then shows you a list of options. They’re expensive - $200 a month for a package that includes spa services and $300 for a package that includes personal training. Those are definitely out of your budget - you just want to use the equipment a few times a month. As you express these concerns to the employee, they let you know that they have another option. $60 a month gets you 24/7 access to all the equipment. You don’t get the fancy add-ons, but you have the option to buy them later if you’re interested. This seems like a great deal!

Other compliance strategies include:

Door in the Face Technique vs. Foot-in-the-Door Technique

Maybe you’ve read through this page and thought, “the opposite has always worked for me.” When you make a request, you try to make a smaller request first, and then work your way up to what you actually want to do. This technique has a similar name: the foot-in-the-door technique. Some people also call it the “yes ladder.”

Here’s how it works: let’s say you want to gather donations for a political candidate, but when a neighbor answers the door, you first ask for a glass of water. This is an easy request and it doesn’t require any commitment from the neighbor. Once you have the water, your “foot” is in the door. You thank the neighbor for their kindness and ask if you can share your pitch with them. You have their water glass, so why not? This gets you farther in the door and increases your likelihood of getting a donation. If you had started on your pitch as soon as the neighbor answered the door, you might have gotten the door slammed in your face.

Depending on the request you’re making, either technique may increase your likelihood of getting a “yes.”

Lowballing

Lowballing is similar to the foot-in-the-door technique but is less ethical than simply asking for a glass of water before you share your pitch. Let’s say, instead of going door-to-door selling your services, you offer estimates over the phone. The real cost of your services might be $500, but you lowball the customer and predict it will be closer to $300. Only once you get in the door and “take a closer look” at the work that needs to be done do you let the customer know it’ll actually be closer to $500. You’re already in the door ready to work, so the customer may agree anyway.

Again, this isn’t as ethical, and will likely get you some bad reviews after the service is over. But it is a compliance technique.

Norm of Reciprocity

Have you ever heard the phrase, “you scratch my back, I scratch yours?” People are more motivated to do good things for the people who have done good things for them. The norm of reciprocity acknowledges and uses this idea to a salesperson’s advantage. Have you ever received stickers or keychains or other items from a nonprofit asking you to donate to their cause? That’s why. If they do something nice for you, you will likely return the favor and accept their requests.

Ingratiation

Last but not least is ingratiation. When a salesperson uses this compliance technique, they work to make themselves more likable to the potential customer. We buy things from people we like, whether it’s a friend, a celebrity, or someone who aligns with our values. A salesperson may use certain techniques to become more likable: they might mirror the potential customer’s body language or point out things in the customer’s house that align with their interests. This might be genuine or it may be just a strategy, but it’s more likely to work than a salesperson making themselves less likable!

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Reference this article:Practical Psychology. (2022, November).Door In The Face Technique.Retrieved from https://practicalpie.com/door-in-the-face-technique/.Practical Psychology. (2022, November). Door In The Face Technique. Retrieved from https://practicalpie.com/door-in-the-face-technique/.Copy

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Practical Psychology. (2022, November).Door In The Face Technique.Retrieved from https://practicalpie.com/door-in-the-face-technique/.Practical Psychology. (2022, November). Door In The Face Technique. Retrieved from https://practicalpie.com/door-in-the-face-technique/.Copy

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