Whether you are selling to B2B or B2C markets, there are certain triggers that lead customers to buy, which are usually not dependent upon or prompted by external forces; they are based solely on psychology. All buyers essentially have similar psychological triggers that guide their actions. So, to influence customer buying decisions, consider integrating these three psychological triggers into your sales message.
Here’s how the theory of loss aversion works: buyers will work harder to save themselves from losing a dollar than from earning one. Essentially, a dollar that stays in someone’s pocket becomes more valuable than a dollar we can earn from elsewhere. Buyers feel the pain of loss more than the pleasure of a gain. E-commerce flash sales and limited-time offers are a great example: consumers log on and click more because they don’t want to lose the opportunity or miss out on those great deals.
This can also work when you’re nurturing leads. Sure, sell the benefits of your product. but also make them an offer and tell them what they stand to lose if they consider not taking it. Explain how their business may suffer in the long-run by not implementing your solution.
Buyers today have much more information at their fingertips than their counterparts in years past. They are able to make more intelligent, informed purchase decisions. In this new sales environment, you need to pique curiosity by giving them small nuggets of information in measured amounts; provide information that is relevant and useful, while making them curious about how you can help them. Curiosity can push people to take action (in this case, a purchase) to fill that void. Feeding information and having regular discussions also increases anticipation of how your product or service can improve their business. It boosts anticipation, and having something positive to look forward to can speed up the buying process.
Hot Off The Press=Top Of Mind
And, of course, you need to stay “top of mind” in your prospect’s mind. We’ve said it several times before, especially in the Internet age where consumers and businesses are bombarded with messages and images of what to buy/how to buy/where to buy/when to buy. Repeated, scheduled follow-ups are crucial in the lead nurturing phase. By staying current and relevant in the mind of the prospect, you and your brand have greater recall value.
Salesvue helps you achieve this by automating the follow-up process and customizing marketing messages to suit the prospect. What are some of the psychological triggers you play on to craft a better message?