If you say “because” when you’re telling a customer something, you’ll significantly increase the chance that they’ll accept your word as final.
Here’s Why Saying “Because” Works
Research by psychologist Ellen Langer found that saying “because,” and then tossing out a reason as insignificant as a discarded rubber band, got people to agree. In her research, Ellen created a scenario where a person wanted to cut in line to use a copier in a library, and the request was made three different ways:
1. “Excuse me. I have five pages. May I use the Xerox machine?”
60% of the time this question worked, and the person was able to cut in line.
2. “Excuse me. I have five pages. May I use the Xerox machine because I have to make some copies?”
This absurd reason worked 93% of the time.
3. “Excuse me. I have five pages. May I use the Xerox machine because I’m in a rush?”
Pleading with urgency, even with a ludicrous need, upped the success rate to 94%.
Using the “because” tactic, you can increase the chances of a customer accepting your word as final. I teach and role-play this strategy in my de-escalation workshops.