Improve your business development approach by securing small commitments that build trust and foster lasting client relationships.
During interviews with prisoners of war (POWs) after the Korean War, psychologists discovered a striking difference between U.S. prisoners held in Chinese camps and those in North Korean camps. Prisoners in Chinese camps were significantly more likely to inform on one another, had fewer successful escape attempts, and adopted more tolerant views of their captors compared to prisoners from other conflicts, such as those held by the Japanese or Germans.
What made the Chinese approach so effective? According to Robert Cialdini, a psychology professor at Arizona State University and author of the best-selling book Influence, the answer lies in their method of starting small and building up.
Chinese interrogators treated prisoners humanely and refrained from physical abuse. They began by asking prisoners to make seemingly minor statements that were slightly anti-American or pro-communist, such as “The United States is not perfect” or “In a communist country, employment is not a problem.” These small admissions, while appearing inconsequential, established a commitment to a principle. Once a prisoner agreed to a minor statement, it became difficult for them to contradict that stance in future interactions.
Don’t get me wrong, I am neither a communist nor an expert or proponent of propaganda tactics. In my view, business development is not about coercion or convincing someone to do what they wouldn’t otherwise do. It’s about matchmaking—connecting a prospect’s needs with your firm’s capabilities. Matchmaking only happens when there is trust, and building genuine trust requires small, incremental steps.
The key takeaway from the Chinese method isn’t about coercion or propaganda, but about understanding the importance of building commitment. This approach highlights an intuitive truth: securing small commitments is crucial in the decision-making process. Major decisions, such as choosing a law firm, rarely happen quickly. They evolve through trust, relationship-building, and incremental commitments. These small commitments pave the way for larger ones once trust is established.
Why Small Commitments Matter in Business Development
Securing small commitments early in the business development process is vital for several reasons:
- Establishing a Commitment Pattern: Small commitments create a pattern between you and your prospect, signaling your genuine interest in serving them.
- Leveraging Consistency: The natural desire for consistency increases the likelihood of larger commitments. Asking a prospect, “May I send you a summary of that case?” or “Can we review together the template we’ve developed for that type of deal?” encourages small, public admissions that they are engaging with your firm.
- Creating Opportunities to Shine: A small commitment is like a Trojan horse—it gives you a chance to demonstrate the quality of your client experience. As Jeff Kindler, former CEO of Pfizer, and general counsel for McDonald’s, aptly puts it, “Some firms worry about giving themselves away for nothing. Others know that the samplers sell the loaf…”
- Building Relationships: Commitments help establish relationships based on trust. Trust is built when both parties make and keep promises to each other.
When approaching new prospects, consider how you can strengthen your relationship by asking for small commitments. These small steps allow you to showcase your capabilities and dedication to client service, laying the groundwork for long-term, mutually beneficial relationships.