Whether you’re selling a product or a service, there will be dozens of other people doing the same thing, promising they can do it cheaper, better or quicker than you can. This can be a challenge for a novice to sales, but that’s where it helps to understand the psychological triggers of selling and buying.
10 PSYCHOLOGICAL TRIGGERS OF SELLING
INVOLVEMENT AND OWNERSHIP
Always talk to your prospective customer as if they already own the product and are trying it out. Attempt to make them use their imaginations in order to feel more involved in the buying process. For example, describe them as actually using the product or even owning it with words such as ‘imagine how the jumper feels to the touch’, or other visually descriptive phrases.
INTEGRITY
Are you delivering on your promise? Do you do what you say you do? Do your actions match your words? All this is important. A prospect will be less likely to buy from you if there is a shadow of doubt that you are not dealing from a point of integrity. Make sure everything you say is truthful and that you match it by your actions.
STORYTELLING
Everybody likes a good story. It is an attention getting technique that we have learned to enjoy since childhood. A story provides a human element to your presentation and helps you bond with your prospective customer. If you can come up with a story surrounding your product or service that both shows its use in a way that relates to your prospect while differentiating from your competitors – you are on to a winner.
AUTHORITY
Someone seen as an authority can help swing a purchasing decision of an indecisive prospect. It makes a difference if the prospect can buy a product from someone recognised as an expert in their field. So figure out your area of specialism and express these areas to your prospects. You might be the smartest, most well equipped or even the hardest working – whatever the advantage, show your authority.
VALUE FOR MONEY
Regardless of the wealth of the prospect, they want to know that you are providing good value. Accurate comparisons with other products, savings or simply bargain pricing need to be pointed out! Show the value through comparison with other similar products. Make sure your comparisons are honest and that you can substantiate your claim.
GREED
It’s one of the most basic human emotional persuasive elements since the start of the world commerce. People like to have more than they think they deserve. And this can be used to your advantage by simply pricing your product very low and making the perceived value of the product high. Are your prices coming across as a bargain? The greater perceived value, the greater the greed you’ll evoke from your prospect.
BELIEVABILITY
Simply put, is your message believable? If there is something about your message that is not believable, then chances are that the prospect will sense it. Make sure each statement you make is truthful and believable. Check each statement you make for accuracy. Assume you are in a court of law and have to defend everything you say. Will you be found innocent or guilty?
DESIRE TO BELONG
There is a strong psychological reason why people buy a specific product or brand. Typically, they want to belong to the group of people who already own that brand. A BMW prospect wants to acquire the successful attributes of a BMW driver – if there are any! An Innocent Smoothie drinker may want to be seen as healthy and eco-friendly! There is a group of people who relate to a brand by virtue of the group who already own it. Determine the group of people who already own your product and why they relate to your product. Use the information to craft your sales presentation.
DESIRE TO COLLECT
There is a strong urge in the human psyche to collect. Collecting things such as stamps and coins are obvious. But collecting goes beyond just the obvious. People collect watches, clothing items, machines, tools, jewellery – almost any product is a possible collectible. Recognise that your best prospects for the item you are selling might be great prospects for similar products. Don’t overlook the collecting urge in your prospect.
KISS – KEEP IT SIMPLE STUPID
Ensuring your sales presentation is simple is extremely important. For each complication in your offer, your effectiveness drops dramatically. By keeping the offer simple you make the choice for the prospect. Is your final offer so simple that anybody can understand it? Take a close look and see if there is anything you can do to make the choice easier for the prospect to make.
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