Bite-size: You might be familiar with the “foot-in-the-door” phenomenon—a persuasive strategy used by sneaky salesmen—but have you heard of the “door-in-the-face” technique? Sounds painful doesn’t it? Well, it’ll surely leave a mark. Trump uses it to a capital T. And it’ll make you think differently about his plan to take over Greenland.
Full-size:
You might be familiar with “Foot-in-the-Door” as a popular sales technique—it involves starting with a small request first to gain compliance, followed by a larger request. This technique builds commitment over time, but gradually escalates the request to something much bigger once people have shown initial support. A popular marketing example would be the free trial (e.g., Netflix, Spotify). Once the user becomes accustomed to the service and sees its value, they’re more likely to agree to a larger commitment (such as subscribing to a paid plan).
But what I’ve seen from Trump lately is using the “Door-in-the-Face” technique. This involves making an initial, large request that is likely to be rejected, followed by a smaller, more reasonable request. Trump often starts with extreme proposals (e.g., building a massive border wall, taking over Greenland) which attract attention and controversy. When scaled back or refined, the adjusted proposals seem more reasonable by comparison, increasing the likelihood of acceptance. A brand might use this by upselling with an initial higher-ticket item, followed by a lower-priced product. Luxury retailers and automakers do this SUPER well.