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Required Response: Remember, we are selling to humans.

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We sell meat products for Six Sigma Ranch at a local farmer’s market. In the beginning, when someone would approach our stand, I would tell about the products and mention that we have a waiting list for large lots. I would give them a flier and encourage them to sign up on our website.

 

Early each week, I’d go check for new sign-ups and there wouldn’t be any. It was not that the customers were not interested. They came to ask questions and genuinely wanted our products, but somewhere in the business of life they put my flyer down and forgot about it.

 

A better tack is a concept called “required response.”

 

Economist Richard Thaler in his book Nudge tells about different ways people can sign up to become an organ donor.  Here is an example from Illinois:

 

“Here is how it works: When you go to renew your driver’s license and update your photograph, you are required to answer this question: “Do you wish to be an organ donor?” The state now has a 60 percent donor signup rate, according to Donate Life Illinois, a coalition of agencies. That is much higher than the national rate of 38 percent reported by Donate Life America.” – Richard Thaler

 

Did you catch that it raised the sign-ups by 22%?

 

This is how I could turn my disappointing sign-up numbers into a real win. Instead of giving away the flyer, I could ask people to fill out the sign-up form right there at the table and give a reward to them for doing so, like a free tour of the property that is usually a $10 value. More sign-ups mean more tours and more fun had by all.

 

 

-Rachel

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