Should You Put Your Foot in the Door or Slam the Door Right in Your Customer’s Face?

Too busy juggling multiple online stores and struggling to find time for everyday errands like grabbing snacks? A service like SnackNation could make life a little easier. They deliver a variety of snacks right to your door, so you don’t have to leave the comfort of your home.

Whether you’re looking for healthier options or just want to try something new, it’s a simple way to stay fueled during long workdays. Plus, every box ordered helps support families in need, which is a thoughtful bonus.

If you’re conscious about your health and the health of your employees, I wouldn’t be surprised if you already have a subscription. But do you remember how you first discovered SnackNation and got hooked on their services?

Maybe you’re like me—you stumbled across one of their blog posts while searching for easy, healthy lifestyle hacks and became obsessed. They provide genuinely helpful insights into staying in shape through proper nutrition. There were tips and bits of information I’d never even considered until I read them.

But it wasn’t just their insightful blogs that convinced me to subscribe. In fact, I could have just read their posts and moved on. But no, they did something that made their subscription service irresistible—or rather, inescapable. And I didn’t even realize it until I started taking digital marketing seriously.

You see, some of their content isn’t fully accessible to readers. To access the full content, you have to fill out a form. A great example is a blog post titled “101 Inspirational and Motivational Quotes for Work.”

This blog post in the photo is a recent upload and is fully accessible. The older version, however, was only partially accessible—SnackNation offered the entire list as a convenient PDF download. All you had to do was enter your email address. In other words, they turned it into a lead-generation tool. 

After that, I started receiving updates about their new content and products. Before I knew it, I was subscribed—and couldn’t stop yapping about it to my family and friends.

If that’s how you subscribed too, it means we both got caught in the same net. But that’s a good thing because SnackNation’s service has made a huge difference, not just in my lifestyle but also in my relationship with my employees. They absolutely love the free healthy snacks. 

What SnackNation did was put their foot in the door. This classic psychological strategy is about starting with a small, easy request that feels almost effortless to agree to. Once someone says yes to that first step, they’re far more likely to agree to a larger request later on. 

It’s a technique grounded in the principle of consistency—people like to stay consistent with their previous actions and commitments.

In SnackNation’s case, the small request was simple: “Want a free, downloadable PDF of motivational quotes? Just share your email.” It’s such a low-commitment ask that it’s hard to say no. 

And once you say yes, that tiny agreement creates a sense of connection with the brand. You’ve taken a step into their world, and that step opens the door to bigger things, like subscribing to their snack delivery service.

This approach worked so well for SnackNation because it aligns perfectly with how humans make decisions. A famous 1966 study by Freedman and Fraser demonstrated the power of this technique. 

In the experiment, researchers asked homeowners to agree to a small request, like placing a small sign in their window. Later, they asked the same group to agree to a much larger request, such as installing a big, unsightly billboard on their lawn. 

The group that had already agreed to the smaller request was significantly more likely to agree to the larger one. Why? Because agreeing to the first request made them feel committed to the cause, and they wanted to stay consistent.

But the FITD doesn’t always work. Some business models thrive on the door-in-the-face (DITF) technique, which works in a completely different way. Unlike the foot-in-the-door method, where you ease someone into a commitment, the DITF starts big—almost too big—and then scales back to something more manageable. 

The idea is that when the initial, large request is declined, the smaller, follow-up request feels much more reasonable in comparison. This contrast makes the customer more likely to agree to the smaller offer, even if they wouldn’t have considered it under normal circumstances.

Let’s say you sell fitness equipment. With the DITF technique, you might start by showcasing a premium product bundle, such as a complete home gym set for $500. This is the big ask, and while it’s a fantastic package, many customers will hesitate because of the high price tag. 

Here’s where the magic happens: after they decline, you follow up immediately with a smaller, more affordable offer, like a single set of resistance bands for $30. That smaller option now feels like a bargain, even if they hadn’t planned to buy anything initially.

This strategy works because of a psychological principle called reciprocal concessions. When the seller "concedes" by offering something smaller, the customer feels compelled to meet them halfway by saying yes. 

A study by Cialdini et al. in 1975 perfectly illustrates this effect. In their experiment, researchers first asked participants to commit to a large, time-consuming task, like volunteering weekly for two years. When most participants refused, they followed up with a much smaller request: volunteering for just one afternoon. 

The result? Compliance skyrocketed compared to when the smaller request was made alone. The big ask softened the refusal and made the smaller request more appealing.

The DITF is particularly effective in situations where customers might otherwise resist making a purchase altogether. Imagine you sell gourmet coffee beans. Starting with an annual subscription for $300 could scare off many potential buyers, but after they say no, offering a one-time sampler pack for $20 feels approachable and low-risk. 

Not only does this approach convert hesitant customers, but it also gets your product into their hands, increasing the chance they’ll return for more.

Fashion retailers also use the DITF technique effectively. Suppose you sell handbags online. Begin by showcasing a luxury designer collection priced at $800 or more. Many customers will admire the products but shy away from committing to such a high cost. 

When you then direct them to a mid-range collection priced at $150, it feels like a much more achievable option. This dynamic works because people evaluate choices in relative terms, and after seeing the high-priced items, the mid-range options seem like a steal.

The beauty of the door-in-the-face technique is how it plays on human psychology in a way that feels natural. It takes advantage of how our brains process value and fairness, making the smaller offer seem not only more affordable but also more considerate.

This approach is particularly powerful in industries where the first sale opens the door to long-term customer relationships. Whether it’s fitness gear, coffee beans, or fashion, the initial purchase creates a connection, setting the stage for repeat business and brand loyalty.

Both FITD and DITF have their strengths, but the key is knowing when to use each one. 

SnackNation succeeded with FITD because their small request aligned perfectly with their audience’s needs—a quick win with no strings attached. In contrast, DITF thrives in situations where customers need a little more nudging to make that first purchase.

Both strategies, when used thoughtfully, can turn casual visitors into loyal customers, proving that sometimes the best way to open a door is to know when to knock softly and when to push firmly.