Foot-in-the-door Marketing: The Secret To Turn Small Deals Into Major Wins

Have you ever been given a free trial of the software by a company and later found yourself driven to upgrade to a paid version? People may make fun of businesses for wasting tons of money to offer customers free trials. Yet, it is proven as an effective sales tactic since around 15% to 50% of trial users become paid users afterward, saving companies lots of money on advertising and retargeting marketing.

That’s the foot-in-the-door marketing technique at work - when a small initial request can lead to larger commitments. This newsletter explores the power of small, low-risk requests to pave the way for larger deals and understand how they can help marketers boost sales and strengthen customer loyalty, contributing to brand success.

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What is Foot-in-the-Door Marketing?

The foot-in-the-door (FITD) technique demonstrated how agreeing to a small offer increases people's tendency to accept a larger one later. Humorously, once the salesperson can put one of his feet inside the door of the customer's house, it's just a matter of time before he can get full of his body inside.

As Robert Cialdini has stated, small offers are not designed for profit, it's designed to create a sense of commitment. Customers given a small request first will likely accept bigger deals or complete purchases later.

This approach increases compliance and shapes how consumers perceive themselves based on their actions toward the brand. When consumers agree to a small initial request, they start to see themselves as supporters. This self-perception motivates them to maintain consistency with this new identity, making them more likely to agree to larger requests in the future.

The Psychology Behind Foot-in-the-door Marketing

We all hate inconsistencies in our thoughts and behaviors. This is because it is very uncomfortable whenever we see or do something that contradicts our beliefs. If we think smoking is detrimental to our health, we will never smoke.

Inconsistent individuals are often perceived as indecisive, two-faced, and unreliable. While consistency is typically associated with intellectual strength. Thus, being consistent is a loved personality trait that we all want to possess.

When a company gives a small request that has almost no perceived risk, customers tend to accept it very easily. Since then, the company has successfully made them committed to the request. They feel obligated to remain consistent in accepting the offer over time.

In other words, this small request creates a sense of obligation and consistency in the customer’s mind, driving them to consider subsequent, larger requests later. At this stage, customers may feel that rejecting these deals can make them look inconsistent and unreliable.

Examples of Foot-in-the-Door Marketing

1. 7-day/30-day Free Trial

Many companies offer free trials for 7 or 30 days, allowing users to experience their services before making a financial commitment. Coursera, for example, has many courses that allow learners to study for free in 7 days before charging them a monthly fee. During this trial time, learners get full access to teaching materials and online lessons. Once the period ends, those who have already committed time and effort are more likely to subscribe to continue the course, driven by the desire to maintain consistency.

2. Email Newsletter Subscriptions

Businesses often start with a simple request: sign up for our newsletter. This small commitment allows the company to build a relationship with the consumer. Over time, consistent engagement through valuable content can lead to larger commitments, such as making purchases or enrolling in a membership program.

We can learn this technique from HubSpot and other B2B businesses that have leveraged it effectively to convert their prospects. For instance, the company often starts the journey by inviting web visitors to sign up for their email newsletter, a small request that requires minimal effort.

Once users subscribe to the newsletter, the firm sends them high-quality and valuable content, including industry insights, free documents, online courses, etc. This creates a sense of commitment and consistency, making customers receptive to larger offers. Eventually, subscribers often end up starting a free trial of HubSpot's software and even make a purchase afterward.

3. Free Samples/ Demos

Many companies often provide free samples or product demos to consumers before guiding them to final purchases. These initial offers are provided to encourage consumers to try the products without any financial risk and stay committed to the brand.

Costco is known for its in-store sampling experience where employees offer bite-sized portions of many items. Customers can taste or test products without being forced to make a purchase, making them more willing to buy a complete portion later. This experience not only makes customers committed to the supermarket but also drives them to purchase new or unfamiliar offers, significantly boosting sales for the wholesaler.

4. Social Media Engagement

Businesses should use foot-in-the-door marketing to foster social media engagement. Instead of directly requesting the audience to engage in high-effort activities like contests, challenges, and so on, brands should begin by asking users to do simple tasks such as liking or sharing a post.

This small request fosters a sense of community and involvement while it takes little time to complete. As a result, engaged users become committed to participating in larger campaigns, such as joining a contest, attending an event, or making a purchase.

Nike is a prime example of a brand that expertly uses the foot-in-the-door (FITD) technique on social media to build customer commitment and drive larger actions. The brand often posts engaging content on its Instagram account, from motivational quotes to athlete highlights.

What is the small request here? Simply, the request is an inspiration. Nike just wants to inspire its audience and keep them motivated in their daily lives. The return is enormous. The company nurtures its community very successfully, leading to a large proportion of its content being generated by supporters and followers.

Each piece of UGC serves as a personal endorsement of the brand, helping Nike reach a broader audience organically and authentically. Undoubtedly, #Justdoit remains one of the most popular hashtags on every social media platform. Nike has done an excellent job in creating an emotional bond with users through their marketing efforts including the foot-in-the-door technique.

Overall, foot-in-the-door marketing leverages the power of small, low-risk requests to pave the way for larger commitments. By understanding the psychology of commitment and consistency, businesses can craft strategies that gradually build consumer loyalty and drive significant sales growth. From offering free trials and samples to engaging customers through email newsletters and social media, the key is to start with small, manageable actions that encourage ongoing involvement.