The video below illustrates how it’s easier to persuade someone to do something if you start small. This is called the “foot in the door effect”. The surprising thing (as shown in the video study) is how much of a difference starting small actually seems to make.
I’m no sales expert, but I’d assume the same applies to selling a product or service. Which is why stores offer samples, bloggers offer freebies in exchange for newsletter signups, car dealers offer small monthly payments, etc. Something to consider the next time you are left with the option of selling your client on a logo design vs a complete branding package?
On a side note, if you find the subject of persuasive psychology interesting, check out the book “Priceless“. It’s an interesting read on the trickery of pricing.