Getting inside your customers brain – Buying and selling triggers

November 8, 2019

If you’ve ever been involved in sales or marketing, you know how huge a role psychology plays. Sales plays everyone’s wants, needs, and behavioral patterns. That’s why it’s so important to truly understand the psychological factors and triggers that you can use in order to improve conversion rates and make your sales quota!

In this post, we’re going to talk about 10 different psychological triggers that you can use to improve your conversion rate. Don’t worry, we aren’t trying to trick people or be devious. All this will do is help you understand the factors that go into buying decisions and how you can recognize them in order to shape your actions.

Let’s get started!

  1. Negativity Bias

Negativity bias refers to our natural inclination to avoid pain. Applying this to sales looks like this: imagine how your product or service helps your lead or customer avoid pain. What concern or what sort of negativity can they avoid by purchasing your product?

For example, if you’re a lawyer, you’re helping them avoid stress and anxiety of dealing with documents, lawsuits, etc.

Make sure your sales script highlights how you get rid of or alleviate that pain, that concern, or that anxiety that your customers have.

  1. Novelty

This won’t necessarily work for all products, but creating a sense of novelty, innovation, and excitement gets people interested in you and your product/service.

Take the solar industry for example. There’s something about being on the leading edge of technology and innovation that adds novelty to the sale.

Think about innovative, unique, and novel aspects of your product or your service and weave those into your sales script.

  1. Telling a Story

Often sales becomes more of a “lay out” of what the product is, what it does, the benefits, etc. But studies show that people respond more positively to narratives and stories.

We don’t mean don’t talk about the product and its benefits, but you should try to weave those things into a story. Talk about the last customer you helped, the last phone call you were on, how your product has impacted people, etc.

Help yourself craft these stories by taking notes during calls with customers, recording conversations, and more. Stories enable you to help that new lead or prospect envision something that’s probably not terribly tangible.

4. Simplicity

Simple ways always wins, right? Think about it: if you go into a website and you see a big old long web form, you’re going to pause and think, “ah, that’s hard. I don’t have time for that.”

Break your product or service down into little bite-size steps and then make that as simple as possible to explain. This makes it easier for people to envision themselves buying and using it in their lives.

  1. Common Enemy

Finding a common enemy can be really powerful and create a bond of understanding between you and the lead.

Take life insurance sales, for example. You could say, “Hey, if you don’t have life insurance, then your family would have to work super hard and against the system to keep their same standard of living.” The common enemy here would be family hardship.

This also goes back to point #1: your product can take away this pain and defeat this enemy.

  1. Inspire Curiosity

Not all products are exciting or novel for a client. Things like insurance, mortgages, document creation, etc, all feel like necessities.

If you can find a way to create curiosity or educate people in some way it can draw them further into the conversation. They might want to know how it works, how it affects them, and more.

A great tip we use often is giving them lesser-known facts or interesting tidbits. This leads to them asking questions, sharing the fact with others, and more. That gives you an opening to draw them in and get referrals at the same time.

  1. Implementing Scarcity

If something is rare or limited edition, people want it more. If you can create a sense of urgency with your product, people will be more likely to want to buy it so they don’t miss out.

This could be done with limited-time sales and offers, explaining that prices might increase soon that interest rates will go up, the year is ending, or anything else to create a sense of urgency to push them to the next step of the process.

8. Building a Community

Whether it’s on social media or in-person, a sense of community creates bonds between the customers and the business. This creates a sense that there are others like them and that you are trustworthy since you have a community backing you.

When people look you up or see you on Facebook, they can say, “Oh, this is the person that I need to go to. Look at all these people that trust them.”

  1. The FOMO Effect

FOMO is the Fear Of Missing Out and ties to number 7 on this list.

A lot of conversation about product, trends, and your community you’ve built hyping up your product makes people feel like they’re missing out on it. This can push them to a sale because people have an internal desire to follow the crowd and not miss out on something great. If they don’t do something now, then they feel like they’re going to miss out.

  1. Making Your Customers and Prospects Feel Important

Approaching customers with a strong sense of empathy and respect can be super powerful.

Make them feel like they’re your top priority. Make every customer your most important customer and show them respect. Even the smallest phrases can help. “It’s been my pleasure to speak with you,” “I want to help you,” “I’m so glad we got to speak today,” etc.

Making them feel like the center of the conversation by asking them questions and making the talks about the product relevant to them.

Final Thoughts

We hope this article helped you understand more about how you can use common triggers to help you with your sales process.

As always, if you have any questions, thoughts, or think we missed something, leave us a comment or contact us so we can talk!

About Bill Rice

Bill Rice is the Founder & CEO of Kaleidico, a digital agency. Bill specializes in providing law firms, attorneys, banks, and emerging technology clients with lead generation strategies enabled with content marketing, SEO, PPC, and email marketing.