| Expectation Selling |
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| Tuesday, 06 June 2006 | ||||
Page 1 of 2 The Law of Expectations uses expectations to influence reality and create results. Individuals tend to make decisions based on how others expect them to perform. As a result, people fulfill those expectations whether positive or negative. Expectations have a powerful impact on those we trust and respect, but, interestingly, an even greater impact on perfect strangers. When we know someone expects something from us, we will try to satisfy him or her in order to gain respect and likeability.
Numerous studies have shown how the Law of Expectations dramatically influences people's performance. For example, in one study, girls who were told they would perform poorly on a math test did perform poorly. In another, assembly line workers who were told their job was complex performed less efficiently at the same task than those who were told it was simple. Another case study demonstrated that adults who were given complex mazes solved them faster when told they were based on a grade-school level of difficulty. You have probably heard the saying, "What gets measured, gets done." The same is true for expectations. That which is expected is what actually happens. People rise to meet your expectations of them. This is a powerful force that can lead to the improvement or destruction of a person. You can express an expectation of doubt, lack of confidence, and skepticism, and you will see the results. If you believe in someone, show confidence in them, and expect them to succeed, you will see different results. John H. Spalding expressed the thought this way: "Those who believe in our ability do more than stimulate us. They create for us an atmosphere in which it becomes easier to succeed." When you create expectations, you change people's behavior. Whenever you label specific behaviors or characteristics, the action is expected. When those expectations are not met, you can see anger, disgust, surprise, or dissatisfaction. Often our expectations are based on the assumptions we have about people or groups of people. The same is true of us. Have you ever noticed how your expectations become reality in your personal life? Expectation is literally a self-fulfilling prophecy. We do this consciously and subconsciously. Remember the kid in grade school who was always really rowdy and disruptive? Sometimes if people already assume they are perceived a certain way, then that is indeed exactly how they will act, even if they don't mean to. The rowdy kid in grade school knew everyone perceived him as disruptive, and so he was. The teacher expected bad behavior, and the expectations were fulfilled. Consider the profound impact this can have in your own life. Are the assumptions and expectations you have about yourself liberating or victimizing? There are countless examples of "self-fulfilling prophecies," or the Law of Expectations at work in everyday life. Ever notice how people who think they're going to be fired suddenly experience a drop in the quality and enthusiasm for their work? Then what happens? They get fired! Their belief causes them to act a certain way, and those expectations then work to bring about the very thing that at first was only a figment of their imagination. In another study, second graders listened to statements from their teachers before taking a math test. There were three types of statements: expectation, persuasion, or reinforcement. The expectation statements went something like, "You know your math really well!" or "You work really hard at your math." Persuasion statements involved sentences like, "You should be good at math." or "You should be getting better math grades." Finally, for the reinforcement statements, teachers said things like, "I'm really happy about your progress" or "This is excellent work!" Now, what do you think the results were? The scores were the highest in the "expectation" category! Why were the expectation statements the most effective? They created personal assumptions within each student. Those assumptions conditioned the actual external results. Most of us have heard about the famous Pavlov dog experiments. Ivan Pavlov, a physiologist who won a Nobel Prize, trained dogs to salivate at the sound of a buzzer. The training was effective because the dogs had learned to expect food when they heard the buzzer--the Law of Expectations. The dogs behaved in a certain way because the Law of Expectations was at work. Shockingly reminiscent of Pavlov's experiments, the Law of Expectations has been used ever since in advertising to make humans salivate when viewing a commercial or thinking of a certain brand of food |
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