5 Psychological Triggers to Help You Win the Sale

Recognizing the psychology behind people’s purchases can be a big advantage in sales. It allows you to better predict what the customer needs from you, facilitating smoother relationships and better communication.

As always in sales, one of the first steps is understanding your audience, and these nine psychological triggers allow you to build on this knowledge.

Create a Meaningful Human Connection

We like to build relationships. No matter what we’re doing, we’d rather do it with someone we have a positive connection with and it’s no different in sales. How many times have you been on the other end of a sales call, and you’ve just not gelled with the salesperson?

If there is a chance of this person selling to you, then they’ll have to go a lot further than the person you instantly connect with. Building a relationship based on trust is an important part of the sales process, and this doesn’t just go for individuals. Prospects also form a relationship with your business and its product. This is why so much work goes into branding — because it creates positive connections. These positive connections make people more open to making a purchase.


Prove You’re An Expert in Your Field

Think about when you see an ad for a health product on the TV. How often do you hear something like “number one doctor recommended?” Authoritative figures carry a huge amount of weight in our decision-making process (take the Milgram Experiment, where participants administered shocks to patients who got questions wrong because someone in a lab coat told them to).

When we’re buying products, we don’t want to be taking risks with a salesperson or business that seems lacking in expertise. We want to trust in the authority of the people we’re dealing with.

Don’t Offer More. Offer Less

When you look at most subscription services for things like software, take ours, for example, you’ll generally see two or three pricing options. This gives people control over their decision, but at the same time, doesn’t give them so many options as to result in analysis paralysis.

This is where it’s important to remember you’re the expert.

People know what they want/need to some extent, but your expert knowledge is there to guide them toward the right option. Too many choices and you make this job much more difficult.

Give Them Something First

The reciprocity principle is a powerful phenomenon in the psychology of sales. It states that if you do something for, or give something to a customer, they’re more likely to reciprocate and do something positive for you. This is one of the reasons why people offer free tasters in supermarkets. Of course, they want to introduce you to their product, but they also recognize the powerful urge it gives you to reciprocate their good gesture.

Giving your prospect something before you expect anything from them is a good way to build trust, and it makes it more likely they will reciprocate by giving you their business. Free trials, sneak peeks, free merchandise — there are lots of different ways you can incorporate this into your sales strategy.

Stay Top of Mind

Being top of mind is a huge advantage.

If you’re the first person someone thinks of when they decide it’s time to buy, then this puts you in a great place to make the sale. How do you stay at the top of people’s minds though?

This is where your brand can play a big part.

The more consumers are exposed to your brand (in a positive way), the more it can drive desire. It’s a bit like when you keep seeing an ad for a cold beverage on a hot day. You may not associate your desire for a Coca-Cola with the ads, but the sheer exposure to the brand likely played a part in your decision-making.

By maintaining an omnichannel approach and building your brand it can help you to stay top of mind and make more sales.

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