Every choice a potential customer or client makes is influenced by various subconscious and conscious feelings. The key to success for any business is grasping the psychology behind these feelings. When it’s time to encourage your potential or current client to take out their credit card or checkbook, identifying these 5 psychological triggers will be beneficial.
1. Fear of Losing Out vs. Gain
It might be hard to accept, but studies show that most people react much more strongly to loss than to gain. This trait is known as “loss aversion.” To make the most of this tendency, shape your marketing message to highlight what potential customers will miss if they don’t purchase from you or use your services immediately, instead of emphasizing what they would gain.
2. Time Savings
Most business owners are constantly looking for efficient ways to save time. Since this is most people, you need to come up with a meaningful offer that will speak to them for it to be a successful sales trigger. Help your prospects see how saving an additional hour or two a day can translate into more revenue, extra free time to relax, or more time to accomplish their goals.
3. Avoiding Analysis Paralysis
If you’ve been running a business, or in sales for any length of time, you probably already know that if you give people too many decisions to make, they’re likely to fall into “analysis paralysis.” Instead of throwing every service option, package, or product at your clients/prospects, consult with them and offer the most viable option. If you’re selling products, channel them in targeted directions. In other words, make it easier for them to make a buying decision. You can always introduce them to other products/services down the road.
4. Providing Social Proof
When a consumer hears that their peers believe in a product or service via reviews or testimonials (social proof), they’re much more likely to trust that it’s worth investing in, triggering a buying decision. Add testimonials to your landing pages and sprinkle them throughout your web presence. Encourage clients to give you the “good word” on your social media sites. If possible, include a photo of the individual that provided you with the testimonial. Providing “social proof” is a powerful psychological trigger to more sales because it has a positive influence on buying habits.
5. Social Media – Creating a Bond
For the most part, we’re all social creatures that enjoy forming new connections. In regards to social media, once a new connection has been made, we can’t help but want to continue that bond. That’s why we’re more prone to “say yes” to a request. Making a connection and nurturing an ongoing relationship is the key to success on social media, taken a step further with email marketing. By staying on the minds of our prospects and nurturing an ongoing relationship, they’re going to be more prone to buy in the future.
Source: Bazaarvoice
Practice the 5 psychological triggers to more sales and watch your sales grow. Ignore them, and you’ll be missing out on revenue generating opportunities.
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