The Concept of the Big Ask

Imagine entering a store where you are immediately confronted with a high-ticket item or a hefty request. This initial proposition is referred to as the "Big Ask."

It might involve a subscription service, a premium product, or a considerable investment of time or resources. The goal of the Big Ask is not just to drive immediate sales but also to lay the groundwork for future interactions based on the principle of reciprocity.

It's important that the Big Ask is something you anticipate will be declined, but it should also be reasonable—not so outrageous that it backfires.

The Reaction: Decline and Obligation

Individuals often turn down the Big Ask, especially when it requires a large commitment. This initial refusal creates a sense of obligation for the requester.

Psychologically, when someone declines a request, they may feel indebted or compelled to reciprocate in some manner.

Transitioning to the Small Ask

This brings us to the "Small Ask." After the initial Big Ask is rejected, the marketer or salesperson presents a smaller, more manageable request. This could be a minor purchase, a trial offer, or a less demanding commitment.

The pivotal aspect of the Small Ask is that it appears significantly more feasible compared to the initial Big Ask.

Reciprocity in Play

The real magic occurs when the individual, feeling a sense of obligation from their initial refusal, is more likely to accept the Small Ask. This is where the principle of reciprocity becomes crucial.

By acknowledging the person's earlier decision and offering a more accessible option, marketers can significantly increase the chances of a favorable response.

Why Is It Effective?

Several psychological elements enhance the effectiveness of the Big Ask, Small Ask strategy:

1. Perceived Fairness: People often seek to maintain a sense of fairness in their interactions. After saying no to the Big Ask, they may feel it is only fair to agree to the subsequent Small Ask.
2. Building Trust: Making a larger initial request followed by a smaller one helps to build rapport and trust.
3. Lowered Risk Perception: The Small Ask is seen as a lower-risk proposition, requiring less commitment or investment, thereby reducing barriers to agreement.
4. Consistency Bias: Once individuals agree to a small request, they are more inclined to remain consistent and comply with future requests.

Practical Applications of the Strategy

The Big Ask, Small Ask strategy is utilized in numerous marketing scenarios.

For instance, when exploring streaming services, you might encounter significant offers initially. They might present a “year-long subscription at a premium price,” followed by a more appealing Small Ask such as a “free 7-day trial with limited features.”

Online courses often employ this tactic too. They might lead with a Big Ask like, “Enroll in the full course for $300,” then follow up with a Small Ask, suggesting, “Start with a free mini-course.”

Retail stores also use this strategy effectively. They may promote the “premium version of a product for $200,” while subtly introducing a Small Ask like “consider the standard version for $100.”

By grasping the psychology behind marketing techniques like the principle of reciprocity and the Big Ask, Small Ask strategy, marketers can craft more compelling and effective campaigns.

Through strategic sequencing of requests and tapping into the natural human inclination to reciprocate, businesses can enhance customer engagement, boost sales, and foster long-term relationships with their audience.

And who knows? You might find this approach beneficial in your everyday interactions as well.