Examples of Micro-Commitments
Micro-commitments can take a wide range of forms, dependent on the brand, its particular marketplace and how your goods or services are consumed.
Here are a few examples of micro-commitments and how they help to drive engagement and support the whole sales process.
Following on Social Media
A simple way to start is by encouraging people to like your social media page, be that Twitter, Facebook or Instagram. You might create an easy to share post with wide appeal, such as something about your location: ‘Support a local business by liking our page’. You may even just ask directly if a prospect or lead will follow your page or account…it’s a low commitment request, but it serves the dual benefit of providing you with another channel to market to them on, and gaining their compliance for larger requests later on.
Connecting on LinkedIn
Similar to the above is an invitation to connect on LinkedIn, but one perhaps better suited to freelancers and businesses offering commercial services. You’re asking for a small commitment, similar to one that users on the platform have probably made countless times before without giving it much thought.
Direct Users to Your Website
By creating useful and engaging content you can then encourage connections via social media, or LinkedIn to visit your website. This helps to build trust and engagement, at the same time as delivering value to your prospects. Make sure your content is interesting so that you don’t become associated with boring or irrelevant content that means you get ignored.
Each time they click they are making a micro-commitment, with the expectation of value in the form of your content. They will start to attribute fulfilling your requests with receiving value, opening the door for larger requests and commercial conversations.
After a prospect has liked a social media page, or connected via LinkedIn and then visited the website to engage with the content provided, the next step is asking them to opt-in to marketing emails or a regular newsletter. What value will this give them? Make sure it’s made clear. You should then follow up the initial sign-up with a nurturing email that gives the prospect more information about what you offer, and how you might be able to help them. Avoid too much hard-sell that spooks them and means they head for the unsubscribe button.
Replying to Emails
The simple act of replying to an email can be considered a micro-commitment. One of the most valuable thing we have is time, and if someone is engaging in conversation, even if they are saying they aren’t interested, it shows some level of commitment…unless of course you have really wound them up and it is from a place of anger.
Leverage this micro-commitment by directly asking your prospects to reply to your email or message. You’ll be surprised at how many comply.
Even if the response isn’t exactly a customers bank details, it shows an openness to conversation and provides an opportunity for you to provide value and prove your worth.
A tripwire product or service is a high-value, low priced offer that is solely there to move your customers through the buyer journey and turn them into customers.
You can create a tripwire service by looking at your core offering and splintering off its component parts to see which you can productise. By selecting a component part that provides value and is also part of a larger offering, you build trust in what you offer whilst qualifying the customer as being interested in your main product or service.
A tripwire is a way to both convince your customer that you’re a good fit, and also gauge their willingness to purchase services from you. It moves them along the buyer journey, and provided they have received sufficient value and had a good experience, opens them up for you to close larger services or your core offering.
Micro-commitments are small steps that take a prospect from a position of curiosity to one of commitment without prompting them to flee.
Think back to the fable about the frog… If you suddenly throw a frog into a pan of boiling water, it will jump out. If you put the frog into tepid water and slowly turn the heat up, it won’t perceive the danger.
Your customers have been misled, forced into decisions and had bad experiences in the past. This, combined with their biological hardwiring, means that you need to handle them carefully. Provide value, build trust and don’t try and throw them into a pot of boiling water.