In this episode, we break down commitment and consistency as one of the most reliable principles of persuasion, exploring why people feel a powerful need to act in line with their previous decisions. We explain how this isn’t just logical behaviour, but deeply tied to identity, once someone takes a small stand or action, they begin to see themselves differently and feel internal pressure to remain consistent. Drawing on the work of Robert Cialdini and the classic “foot-in-the-door” research by Jonathan Freedman and Scott Fraser, we show how small commitments can dramatically increase the likelihood of much larger decisions over time.

For MSP owners, we connect this principle directly to the staged nature of IT sales. Rather than pushing for immediate commitment, we discuss how guiding prospects through small, low-friction steps, such as webinars, audits, questionnaires, or free trials, builds momentum and reduces resistance. Each action reinforces trust and makes the next step feel natural. We also explore how commitment and consistency becomes even more powerful when combined with reciprocity and authority, creating a structured path where saying “yes” feels like the obvious next move rather than a sales decision.

Mike Knight MBA FCIM Director, MKLINK Ltd