The Psychology of Selling – How to Get a Customer to Buy What You Are Selling
The laws of consumer human behaviour are often not noticeable. The question to why someone is behaving in such a manner may not be self-explanatory if you do not understand the emotions that cause them to do that. The biggest obstacle lies in your ability to get people to take action. All the top sales people know how to prospect professionally, build trust and address objections. The knowledge on the psychology of selling is essential to get a customer to buy what you are selling.
Make the offer urgent and scarce.
The value of a product increases if it is deem as limited in supply. “Limited supply” often makes people immerse themselves in an open competition with others who seek to attain the exact limited and captivating products. This is because the fear of having freedom of choice is cut short encouraging the motive of reactance towards the purchase of products.
A time limit can be setup to foster a desired action. Time limits also encourage the need to make a decision. For instance, when a real estate agent mentions to the first party that another buyer has high interests with the property, the thought of being inferior to the competition consolidates the decision to buy.
Oftentimes, sales copy will enforce a specific time period where the potential prospects or buyers have to make decisions within the time frame. It can be something like “within 7 days” or “prompt reply is needed”.
The dominance of emotions
People make the decision based on a feeling or emotion. Paint a picture in their subconscious mind where they see the pain of not taking action. The power of images can shape our decisions. This is because our memory is able to absorb and process the images rather quickly without the long description of words.
For instance, the images below illustrate that only the person below could be the winner of the “Super Contest” where the emphasis is on the words “Status confirmed”. Now this injects a positive emotion to your subconscious brain that the benefits of taking action are larger than the risks of missing out.
Emphasize the strength with plenty of “Take Away” language
You make them desire what you’ve got and then you say that they can’t have it. This makes them want your offer even when they realize they can’t have it. The image below illustrates that 99 % of the population are not offered the enclosed privileges. This suggests that only 1 % of the population are presented with the opportunity to be the winner of the contest. Now, statistically speaking, it is a slim chance that you could be the winner, however, by knowing that fact, you have higher desire to become among of the 1 % of the population.
Make them realise it’s their loss not yours
Do you remember what it’s like when you couldn’t have something, right? Well this is how they feel, and you have to make them realise if they don’t take the action you desired them to, it is a “huge” loss to them. One way of doing this is by using social influence. Show them that many of others have taken action and satisfied with it. You could base your argument by reminding that many people have valued your product in the past.
“In order to find out what is right for us others help us to make a decision.”