#5: Freedman & Fraser—Why Small Requests Lead to Bigger Sales
I dislike the phrase “best practice.” To me, this phrase is synonymous with dogma. While writing Nothing Left to Take Away, I spent a lot of time digging into research—not only about incentives and human behavior but about how we make real-world decisions. I referenced plenty of it in my book, but in this and the next four blogs, I want to walk you through my personal “Top 5.” That way, I can share extra details and insights about these studies that didn’t quite make it into the final manuscript.
Without further ado, in at number 5, we have the classic Freedman and Fraser signage-in-the-front-yard study (officially known as the “Foot-in-the-Door” experiment).
The world of sales has evolved dramatically. Point-in-time sales once dominated, but Annual Recurring Revenue (ARR) models are now ubiquitous. The rise of SaaS reshaped sales strategies, shifting from big, one-off deals to continuous revenue streams that depend on customer retention and reducing churn. Today, consumption-based sales models take things even further. Instead of a single, predetermined number, the focus is on acquiring and expanding customer relationships continuously.
You might wonder what a study about yard signs has to do with any of this. Fair question. The Freedman and Fraser experiment didn’t deal with SaaS, ARR, or consumption models—but it did uncover critical insights into human psychology that apply directly to sales.
In their study, Freedman and Fraser approached homeowners with a small, simple request: place a modest 3-inch sign in their front window supporting safe driving. It was a tiny ask, so naturally, most people agreed. Two weeks later, the researchers returned, this time with a bigger request: would homeowners place a large, somewhat unsightly “Drive Carefully” sign on their front lawns? Surprisingly, those who agreed to the small sign earlier were significantly more likely—over 70%, compared to less than 20% of homeowners who hadn’t been approached previously—to agree to the larger sign.
Why does this matter for sales? The key lesson here isn’t just about consistency; it’s about the risk of asking for too much too soon. Asking for a major commitment upfront can easily deter a potential customer. Instead, start small and build gradually, making each subsequent request seem manageable and aligned with earlier choices. Consumption-based sales leverage exactly this phenomenon: initial adoption (a small commitment) makes future expansion (a bigger commitment) easier, smoother, and more likely.
Honorable mention here for the Ben Franklin effect, which also comes into play in this experiment and is a valuable tool in sales. This psychological principle states that when someone does a favor for another person, they become more likely to help that person again in the future. Essentially, doing a small favor creates goodwill and encourages further cooperation, making it an effective strategy in relationship-building and customer retention.
A study conducted by Jecker and Landy in 1969 provides empirical support for this effect. In their experiment, participants who were asked by the experimenter to return a small amount of money (as a favor) reported higher levels of liking toward the experimenter compared to those who were not asked to return the money.
Stay tuned for #4!