Keeping up with the Joneses
A Sales Technique used to evoke the emotion of belonging.
This is a post from Paperdolls.Today, under the section “Sales Techniques.” The intent of this section is to help people, particularly the vulnerable such as sexual assault survivors, to understand if and when they might be manipulated by sales techniques. If you wish to unsubscribe or subscribe to any sections of Paperdolls.Today, please follow Substack’s instructions.
Trained sales people are given lists of primary motivators to get their prospects emotionally involved in the sales process. “Keeping up with the Joneses” is the name of this technique.
The sales technique comes from the “…idiom in many parts of the English-speaking world referring to the comparison of oneself to one's neighbor, where the neighbor serves as a benchmark for social class or the accumulation of material goods. Failure to "keep up with the Joneses" is perceived as a demonstration of socio-economic or cultural inferiority. The phrase was coined by a 1910s comic strip of the same name.”1
Fashion is one of the areas I fall prey to for this sales motivator. Clothes protect us and are tools to help us achieve various tasks. Pretty much that’s it.
However, I’m the first to ask, “Do I look alright?” “Do I look okay in this color?” “Are you sure I don’t look fat in this?” and so forth. When really, I’m sure I look fine, my outfit and clothing selection does the job it’s supposed to do. It’s all good, it’s something I’m aware of and I’m especially aware of my vulnerability with sales people.2
A trained sales rep would ask me questions such as, “Can’t you picture yourself in this at your next presentation?” If I answer “yes” I’m on my way to the purchase. Again, these techniques aren’t necessarily bad, it’s just something to be aware of.
If you are in a situation where you are contemplating buying a service or product and the sales person says, “Oh, you’ll be the envy of the neighborhood!” Think twice. Unless you want your neighbors to be envious of you.3
Please keep in mind that fitting in the group is literally programmed into our DNA. The survival of our species has depended on us bonding in groups. There’s strength in numbers to help fight off the saber tooth tigers. Last fall, I wrote about the strengths and weakness of teams, groups, and the mob-mentality.
John Bradshaw4 was the first person to introduce me to the reason why so many in Nazi Germany slaughtered innocents: Blind Obedience to Authority and Social Conformity5 It’s not just a sales technique. It’s something to be aware of, and if you are in a situation that you do not agree with—take a break or leave.
If a sales person, or anyone is trying to manipulate you by using the “Keeping Up With the Jones” motivator, take pause. Think about what you really want and need.
And, passive-aggressive comments. My sister-in-law actually said to me once, “Oh, that’s such a beautiful outfit, too bad it’s not your color.”
If that’s the case, here’s the post I wrote about how to find a good therapist.
https://en.wikipedia.org/wiki/John_Bradshaw_(author)