Here's the thing: If a brand doesn't understand the psychology of selling, then their words are going to fall flat if they're not used in the right context. Brands that aren't pushing the right psychological triggers at precisely the right time will witness pretty low conversion rates. To start getting more subscribers and sales, brands need to understand why their prospects behave the way they do, what they're thinking, and how to get them to act in the desired direction.
Knowing about sales psychology is like having a secret edge over competitors. In this blog, we are going to take a look at 10 such proven psychological triggers that can skyrocket a brand's sales.
Trigger #1: Evoke reciprocity
If brands give their prospects something valuable, they will feel obligated to provide brands something in return. It could be a referral, a sale, or an email address. The reason this works is that we tend to get psychologically uncomfortable when we feel like we owe someone something.
The easiest way for brands to do this is by offering a free lead magnet product, and then sending good content to their mailing list. Brands can also share valuable content on their blog and other social media platforms.
Trigger #2: Use price anchoring to push higher prices
Price anchoring is basically when brands place multiple products side by side. It's usually most effective if they have got at least three pricing options. Most people will choose the middle option. This is because the middle one looks cheap compared to the expensive option, but they assume that it's a better-quality product compared to the cheaper option. Of course, there will be the ones who will always choose the premium option.
Brands that sell on Amazon must remember that often the safest pricing strategy to follow is to price items somewhere in the middle of their competitors.
Trigger #3: Curiosity to drive traffic and engagement
Curiosity can be used to drive up direct sales. But more often than not, it can also be used to drive up clicks to websites and products or to increase engagement.
So, how can this psychological trigger be used to increase sales online? The 'Spin-to-win' discount coupon is a great example of this. The customers know that they can win a potential discount if they play the game. But they don't know what or how much they will win. This curiosity drives them to act and sign up so that they can find out the answer.
Trigger #4: Photos to help customers visualize
When a brand sells its items online, photos become the most important part of their product listing. Therefore, one of the efficient thing brands can do is include a photo in their product listing that shows the products being used in a real-life context. This will help customers visualize themselves actually using the product. When customers can imagine themselves using a product, they are far more likely to buy it.
Brands are advised to not just include the basic photos of a product against a white background. Instead, they should look for photos that depicts a real-life context.
Trigger #5: Photos to create emotions in customers
Emotions are integral to decision making. Photos give brands a chance to share their brand values with their audience and establish a strong relationship.
High quality, relevant photos paired with a strong page layout are the first step for brands towards reeling their audience in and creating a connection that lasts. Immersive photos are extremely successful in capturing the viewer’s interest. A well-placed photo of a credible reviewer speaks volumes. It can help a brand's potential customers connect with existing customers and see how they've benefitted from the product.
Trigger #6: Customer testimonials and reviews
Customer reviews and testimonials provides social proof to a brand's potential customers. When they see that the brand's existing customers have liked the brand, they are willing to place their trust as well.
The other side to customer reviews is that it creates envy within a brand's prospective customers. Testimonials and reviews tell how other customers are benefitting and enjoying a brand's product, ultimately making potential customers want it too.
Trigger #7: Be specific
People are always a bit skeptical when they read bold claims that brands make or try to hard sell. However, there are ways to combat their skepticism and make them more likely to believe what brands are telling them. One of these ways is by being specific about claims. The best way to depict claims is with real-life examples. Whenever brands can, they should be specific about any detail in their claims.
Trigger #8: Leverage the power of videos
Video is the current king of content. Video marketing offers a lot of benefits for brands, such as generating more traffic, boosting conversions, and building greater brand awareness.
Consumers these days have a very short attention span. It only takes a mere matter of seconds before they’re on to the next thing. In this regard, videos can help really capture the attention of a brand's audience. When brands create new video content, they should make sure it's emotionally charged in order to trigger a response from its audience.
Trigger #9: Build credibility
Brands need to remember to give their prospects good reason to convert. In other words, brands need to build credibility. Brand credibility can provide significant value to businesses, which is why it's a significant component of brand equity. Credible brands can enjoy increased chances of building loyal relationships and bouncing back from a crisis.
Brand perception is multifaceted. It will be wise for brands to first understand how their respective brand is perceived before setting out strategies that build on brand equity.
Trigger #10: Use social proof
Social media has social proof built right in. Consumers have always trusted word-of-mouth. Brands can leverage this tendency to conform to their sales process. All they have to do is show their prospects what everyone else is buying, how they're joining the brand's mailing list, or engaging on social media platforms. This social proof will get even more people doing the same thing.
Wrapping up
Brands will do well to remember that the key here is not to cherry-pick the above-mentioned methods and merely use a few of them. Instead, they should out as many of these methods into action. These triggers have proved time and time again that they work like crazy to boost conversions for brands.
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