'You cannot reason people out of an opinion they have not reasoned themselves into.'
That's a modern way of saying what Jonathon Swift observed in 1721.
Wouldn't persuasion be so much easier if we humans were entirely logical? The research makes it clear that we're not. We just think we are.
We treat our own opinions as more logical and well-informed than other people's opinions. We may not go as far as talking about alternative facts and rejecting other people's information or opinions as fake news, but it's only human to struggle with objectivity.
How much of a struggle?
Psychologists have studied more than 90 ways we humans compromise our objectivity. Let's look at a selection.
Think of it as, ‘the extra I give you to thank you for the business’.
It’s pronounced ‘lany ap’ and comes from Spanish with some French influence. You’ll hear it in the southern states of America.
So why do we need some weird foreign word in our business?
It will help your team focus. It may not be easy to spell, but it’s easy to say and it sums up a valuable idea in a single word.
Make lagniappe a routine part of your culture. For many people it's a new way of thinking about their relationships with customers - not just providing what they expect, but focusing on what else they might value.
Be constantly thinking of ways you could add an extra service, or even a treat your customers will appreciate. Surprise them.
A few words of caution
It's not lagniappe if it's an obvious marketing ploy. Lagniappe costs you. 'Buy one, get one free' or '20% off for our Club members' are just ways to sell more, There's no surprise or generosity. It's just a deal.
Make lagniappe generous (though not necessarily grand), surprising - and also right for that particular customer.