Companies and organizations are constantly looking towards getting the interest and commitment of their clientele base as it correlates to profitability, market share, and sustainability. In particular, the marketing teams tend to spark an interest in their target market and ensure that this particular interest translates into commitment. Interest and commitment are terms that seem to suggest the desire to procure or to contribute to a cause but they have different connotations. An interest in something could be seen as the first stage to commitment as commitment does not exist in isolation to interest. People who are interested in something must have realized that the thing of interest will make their lives better from here on then the person can make a commitment to the product, the person, or a cause. Numerous studies have been conducted in the past to establish how best to get the commitment of people after realizing they have an interest. An analysis of these two concepts will help one to understand their relationship as well as their differences.
There is a big difference between commitment and interest especially if one bases the argument on the concept of achieving goals. A person or an organization that is interested in a certain goal is just curious about the goals and may just try to achieve the goal. The interest does not correlate to an inner urge or an overwhelming desire to achieve the goals, which may make a person to all that it takes. A person or an organization, which is interested in something, will only do just enough to ensure the sustenance of the thing of interest and no more (Sacco, nd). In the case that the person will not achieve the goal, life will go on as if nothing happened as achieving the goal did not mean much to the individual. On the other hand, commitment is on another level as the person must focus all of his or her energies towards achieving the goal. According to Strick (2016), commitment requires on to be all in by allocating time and action to the particular goal. In a way, the goal becomes a part of the person’s everyday life and everything one's towards achieving a particular goal. The goal becomes a priority and an individual tends to allocate time, money and other resources into achieving the goal. A failure to achieve the goal or objective is frowned upon and the individual is likely to go to the drawing board to chart another course. Moreover, commitment does not stop just because there are obstacles as obstacles are viewed as learning opportunities to help one become better (Sacco, nd).
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Interest is different from commitment as it rides on convenience, easy-to-do and short-term tasks. Organizations and individuals who do not want to feel pressure when trying to achieve some goals are only interested in it. These organizations may try out various projects and as the projects become too demanding and complex they tend to pull out quite fast. Moreover, interest means that such organizations prefer short-term projects which are simple and which have easier returns. For this reason, it is not easy to find such organizations or persons getting involved in risky ventures or endeavors. On the other hand, organizations or individuals who are committed to a course do not worry about the enormity of the cause as they are prepared for challenges. Committed organizations get involved in long-term projects which are risky and which do not promise instant returns. More importantly, it is the fact that commitment does not allow for excuses for not doing what is expected but rather it is results-oriented and results-driven (Natalie, 2017). The tasks are clearly outlined and the strategies for achieving success well crafted.
Organizations understand well on the relationship between commitment and interest ad how each of the two concepts can be used to enhance their growth and sustainability. First organizations will find a way of eliciting the target population interest mainly through advertisements and marketing campaigns. For instance, if a company has a new line of products or services, it wishes to promote, it will make it known by coming up with campaigns. This is done to spark interest in the people and then from here, the interest can be harnessed so it translates to a commitment to buy into the services and products. This process is not as easy as a large portion of the population is not ready to commit to any cause that would disrupt their comfort. The fear of the unknown is what drives most people to breed their interest through conducting research but still failing to commit. In line with this, organizations can come up with various plans including flexible payment plans and delivery plans to elicit commitment. When people realize that commitment does not need to be strenuous, it becomes easy to turn their interest into commitment. The people need to be helped to realize that commitment can become a consistent aspect of their lives, as it is not too hard after all.
Commitment, which is the ultimate desire to be consistent in one's actions and a break from only being interested, should be cultivated progressively. Research studies indicate that it is possible for individuals to become committed to a cause if they can make trivial commitments. Charity organizations are examples of organizations that have mastered the art of eliciting commitment from their target donors and volunteers. Basically the charities start by convincing the people to volunteer the things that they do not use to help the less fortunate by showing them how fortunate they are, little by little, the charities push the people further to volunteer their time and at the very end, the people may end up volunteering their organs (“Commitment and Consistency”). The same model can be replicated in for-profit organizations where the salespeople commit clients to buy small things, which then escalates to making larger purchases. At the end of it, commitment flows naturally and at this point, a person is not only interested but also committed to something.
References
Natalie. (2017, January 16). There’s a big difference between interest and commitment. Baggage Reclaim. Retrieved on 21 November 2019 from https://www.baggagereclaim.co.uk/theres-a-big-difference-between-interest-and-commitment/
Sacco, P. (n.d). The Difference Between Interest Versus Commitment to Make Changes. Retrieved on 21 November from https://www.freeatlasthypnosis.com/difference-between-interest-versus-commitment-make-changes/
Strick, M. B.. (2016, August 24). Commitment vs. interest: The key to achieving your dream goals by @melcoach. Sheownsit. Retrieved on 21 November 2019 from https://sheownsit.com/commitment-vs-interest-key-achieving-dream-goals-melcoach/
