How to Use Psychological Triggers to Convert Leads into Consumers? [Infographic]
When you work in sales, the one thing you can never be sure of is the consumer behavior. When the time comes to convert leads into buyers, the secret lies in the prospect’s expects and demands. So, how to know what do the users want? Do you need to manipulate or hypnotize them? The answer is easier than you might think. Because our minds decide what to buy, the key to success in any business is understanding the psychology of the customers.
As we are all different, in many cases our brains tend to react in a similar way. So, if you can comprehend the fineness in the human mind, then there are more chances and creative ways persuading the prospects towards saying ‘Yes!’. Thus, before learning how to build the influence triggers on the customers, let's take a look at the types of buyers you might have to deal with.
How to Differentiate Your Prospects?
Notwithstanding the industry you are working in, consumer behavior research shared by Help Scout indicates that there are 3 groups of customers. Knowing each of the class can help you diminish ‘purchasing pain’ they experience (the idea of spending money) and increase the number of sales.
So, consider the following classification:
Users that can spend more before they reach their maximum ‘buying remorse’. They love to shop without hesitation. In most cases, as they are driven by emotions and focus on the appeal of having a particular product or service, the prospects don’t look at the price tag.
These people are average shoppers. They will research the options to make an informed decision, but won’t overthink it. Make sure you work on making your product benefits and features compelling. Your comparison charts should be as clear as possible so that the prospects can see the differences between the various goods or services.
People that spend less before hitting the edge of ‘pain threshold.' They strongly tend to believe that cash is meant for saving, not wasting. So, this type would rather have money sit safely in the personal savings account than spend them even on essential products.
As Tightwads comprises a quarter of your potential consumers and most complicated ones, it is essential knowing the techniques and right words to close the deal. You can simplify the process of selling by incorporating 3 simple strategies:
Try to reframe the value.
All the prospects struggle with broad concepts of time and money. In this case, you should break it down into smaller segments and change the perspective of your customers. So, the cost of $100 per month sounds far better than $1200 a year.
Offer the small details.
It is amazing how you can add one simple word to the conversation or advertising and change the way of selling. In the study done at Carnegie Mellon University, the researchers revealed that changing the description of shipping from ‘a $5 fee’ to ‘a small $5 fee’ increased the response among tightwads by 20%.
Bundle your products or service.
By offering combined packages, you can profoundly reduce your consumer’s ‘purchasing pain.' So, instead of thinking how to buy many items individually, bundling enables prospects to have only one decision as well as transaction.
Hence, take a look at this infographic shared by Scoop.it! And explore other critical ways how to master your relationships with customers by using psychology:
As you can see, different customers require individual approaches. So, to succeed, you should not only know how to identify the type of your prospects but choose the right way to communicate with them. To wrap everything up, let’s name the main principles that can convince your leads to buy fast. Thus, a professor of psychology and marketing, Robert Cialdini in his book “Influence” lays out the next ways you can get prospects to say yes to what you're asking:
Reciprocity intends to get something from the customer and gives something back in return. For example, you can present a gift that might be used as an ethical bribe.
Consistency and commitment help the consumers to believe your organization on the long-run. It is helpful to state your goal publicly or online, so you will be an incentive to keep up your end of the bargain. For instance, if you work in the retail industry, you can offer a little obligation to your brand like free return shipping. In this case, the prospects are more likely to buy as they don’t feel any risk. And if you can get products in their hand, your chances increase even more.
Liking and Social Proof are the principals that help to convince users to make a purchase by feeling the connection to the person making the offer. At this point, you can use social links, display what others are buying or even tell your story. People are more likely to shop for something if it’s recommended to them by someone they know and trust.
Scarcity states that people are extremely motivated by the thought of losing out something. So, try to set up deadline for sales, impend out-of-stock notice or announce about seasonal products. In this case, your customers will keep in mind that they need to hurry and feel like a success for having “won.”
To sum up, while dealing with sales, it is helpful to learn and understand the psychology of customers behavior and how they make their buying decisions. Thus, if you take all the tactics and principles of influence above, there are more chances to decrease the risk of ‘yes’ or increase the danger of saying ‘no.'