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Suck at gift wrapping? Well here's some good news for you - and transparent sellers.

· Transparency,neurosales

It's crunch time! Last minute shopping followed by the frustration of wrapping presents.

 

Well, there's good news if you suck at the wrapping part! In a recent study1 done by the University of Nevada recently published in the Journal of Consumer Psychology in October, they’ve reached this conclusion:

A gift wrapped somewhat sloppily will more often result in the recipient liking the gift better than a perfectly wrapped present.

And, in decoding the science around it, the same conclusion can reasonably be said for transparency in sales:

A product or solution positioned as imperfect will result in the purchaser having higher satisfaction with the product.

In other words, consider this example: You have a great present to give to two of your friends:

Friend A: You wrap the gift meticulously. It’s beautiful.
Friend B: You run out of wrapping paper before it’s completely covered, so you have to improvise. It doesn’t look as great. It actually looks kind of sloppy.

According to the “Expectation Disconfirmation Theory”2, Friend B will like their gift more than Friend A.

In the study, perfectly wrapped presents can actually make the recipient feel less happy with what’s inside. The high expectation of the wrapping can actually impact the perception of the gift once that paper is ripped off.

On the other hand, when a gift is wrapped sloppily, the expectation for what will be inside once the paper is pulled away is lower, so the gift is more likely to exceed expectations.

A couple of lessons here:

1) If you suck at wrapping gifts, that may be a good thing! Your friends and loved ones will likely love what’s inside even more!

2) In sales, if you’re a transparent seller (i.e., you paint a picture that your products are not perfect, set proper expectations, and tell the client what could potentially go wrong), your clients will love the product more after they buy it.

So, as it turns out, another massive benefit to transparency in sales is --> greater client satisfaction!

Take Tyra Bank’s advice. Set a “flawsome” expectation. Nothing is perfect, and when we properly set expectations, transparency not only sells better than perfection, but now we know it also creates longer-term client satisfaction as well.

And don’t feel bad if you suck at wrapping gifts. The recipients will like the gift better!

1 https://onlinelibrary.wiley.com/doi/abs/10.1002/jcpy.1140
2 https://en.wikipedia.org/wiki/Expectation_confirmation_theory

Thank you to all of your support in 2019 - with the book, the content, and spreading the work around The Transparency Sale. So much more to come next year - as I'm working on a couple of big projects that will hopefully have a big impact on your effectiveness.

 

As always, please feel free to reach out if you are looking for a speaker or workshop for your organization in 2020, or just want to nerd out on some of this stuff.

 

For more of my nonsense, subscribing is easy below. Or you can just follow me on LinkedIn or Twitter, too.

Thank you to all of your support in 2019 - with the book, the content, and spreading the work around The Transparency Sale. So much more to come next year - as I'm working on a couple of big projects that will hopefully have a big impact on your effectiveness.

As always, please feel free to reach out if you are looking for a speaker or workshop for your organization in 2020, or just want to nerd out on some of this stuff.

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