Today class, in psychological marketing 101, we are going to immerse ourselves in the psychology of sales. So LISTEN UP as we go through the 8 psychological triggers that are guaranteed to boost your sales!
As a small business owner, you know that closing a sale is crucial to your growth and success. Well, say hello to psychological triggers.
Customers often like to think they are in control, especially when it comes to sales – however, science has proven otherwise.
In reality, with subtle and clever adjustments to your website – you could successfully influence behaviour and motivate someone into purchasing your goods.
So, before we bore you, we’ll deliver what you came to this blog for – the psychological triggers that are guaranteed to drive sales and help close more deals.
Evoke Reciprocity
Remember the saying your mother probably once told you, “you don’t give to receive” well, scrap that!
Reciprocity works quite simply. If you give your customers something valuable, they’ll feel obligated to provide you with something in return. When we say “something”, we mean a sale.
Why does this work we hear you ask? Psychologically people tend to feel uncomfortable when they feel like they owe someone something. Therefore, to balance out this sense of unease, people return the favour. Your customer work the same way – if you do nice things for them, they’ll feel a compulsion to return the favour.
A simple and effective way to incorporate this psychological trigger into your marketing is by offering free products, sample and gift with purchases – who doesn’t enjoy a freebie?
Arouse Curiosity
Give customers just enough to make them want more! If you inject enough curiosity into your content, you’re creating an itch. No, not literally, but your customers are going to need to scratch that itch by taking action – aka by buying a product or reading on to discover more.
Whether it is a marketing email or blog post, this simple psychological trigger, you can evoke curiosity. How? Something a little like this:
- Tell a story but don’t finish it – “Wondering if Bob met his weight loss target and lost 50 pounds? I think the results are going to surprise you! But first, let me share with you common mistakes among dieters…
- Tell them where to go – “In this newsletter, you’ll find out which healthy foods reduce fat and help you lose weight! (See page 15 to find out what it is.)
- Mention that others love the product – “Thousand of other women love our shapewear jeans and so could you!”
Attention is in the detail – Be Specific
More often than not, people are sceptical when they read bold, unrealistic claims – even if they are 100% legitimate! But, this doesn’t mean you should stop bragging about your services. No, no, no! All you have to do is be exact. Psychologically, customers are more likely to believe your bold claims if they specific. Take a look at the example below:
- “Last month Tracy made £2000 with Facebook Ads and you can too!”
- “Last month Tracy made £2254 with Facebook Ads and you can too!”
Even though these statements are the same, the second statement is more persuasive. That’s because it’s highly unbelievable that someone made precisely £2000. It is far more realistic that they made £2254.
Therefore, whenever you can be specific about a number or any other detail, DO IT!
Build credibility and trust
Remember from our last psychological trigger; people are sceptical. They have their defence shields up and asking themselves “why should I trust this person?’. So, you need to give your customers a reason to rely on you – in other words; you need to build your credibility.
Have you been on a companies website and read about their years of experience or list of numerous accreditations? There’s a method to their bragging. These are examples of reliability building statements. By mentioning how you and your business has succeeded over years of experience, helped multiple people and how you’re the real deal will psychologically make customers believe you are someone who can be trusted.
Do you have experience, credentials, a degree, awards or results in the field? If so, tell people! Sharing your success with your client is guaranteed to build your credibility.
Induce Consistency
People don’t view themselves as indecisive, wishy-washy customers who change their mind whenever the wind blows. People like to see themselves as decisive, so use this psychological fact to boost your sales.
In regards to business, this work by getting your foot in the door. By getting your name out to customers, or even getting them to buy something small from you. When you later ask them for a more significant purchase, they want to appear consistent and complete your favour.
Yes, this technique does work! If you ask your customers for a big sale right away – they will most likely outright say no. However, if you ask them for a small purchase to get your foot in the door, they are more expected to say yes later down the line.
It doesn’t just have to be buying and selling, for example:
- Ask people to subscribe to your newsletter (easy), then ask them to buy your entry-level product.
- Ask people who have liked your social media page to then share it.
- Ask the customer to enter a free contest, then later ask them to register for a monthly subscription.
You get the idea. Once your foot is in the door with a small request, you can make larger requests in the future.
Social Proof
In psychological terms, customers are like sheep – they are unsure of themselves. Therefore they prefer to see what others are doing and follow along.
For example, have you ever been in a situation where you are sure of an answer, but others disagreement makes you doubt yourself and not believe you’re correct? This is an example of conformity.
The same can be seen in sales and marketing. By showing your customer that everyone else is buying your product or service, ‘liking’ your social media posts and subscribing to your emails – they are more inclined to conform in your sales process. This is called social proof.
An easy way to incorporate this within your business is through testimonials – it is not you telling them to buy but other customers! The bottom line is to show that other people are buying from you, which means ultimately more people will do the same.
Invoke FOMO (Fear of missing out)
Fear is an incredibly powerful psychological trigger. But, I’m not saying you should become Freddy Krueger or Pennywise the Clown to scare the life out of your customers! Instead, lightly touch the fear trigger to make an impact.
This is one of the most common and popular techniques for driving sales because of its success. From discounts which last only a few hours, or a bonus reduction to the next 100 customers, or only stocking a select few of an item – all these different methods create a sense of scarcity, boost urgency and in general a sense of fear – FOMO.
Radiate Authority
Have you heard of the Milgram experiment? The study in which ordinary, everyday people were told by an authority figure (who was a researcher in a white coat) to deliver an electrical shock to someone else they couldn’t see. Of course, the shocks weren’t real – but the subject of the experiment didn’t know that! Despite hearing fake screams, the participants kept delivering the shocks. Why? Because someone of authority told them to do so.
Please be aware we are not telling you to go round shocking people! But, instead, get people to listen to you and get them to do what you want.
You don’t have to have any specific credentials to position yourself as an authority figure in your niche. If you’re an expert – act like one! Speak with confidence in your blogs, emails and other content to help customer associate you with authority. Not sure if you’re in a position to emote authority – join ventures or gain testimonials from authority businesses are perfect techniques.
Understanding how your customers think and how you can influence their action is a powerful tool that will help you boost sales and profits. But, remember students – use these 8 psychological triggers wisely. After all, the best and most valuable connections with customers are built on trust and care.
Do you want to boost the sales of your business? Or would like our help to build and design a psychology approved website? Our designers and content writers can produce a website that is guaranteed to drive sale – so get in touch.