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How can Entrepreneurs use Psychological Triggers to influence buying decisions?

“The aim is to get someone to want to buy quickly, without thinking too much about it.” ~Robert B. Cialdini

Selling a product is easy but evoking the right emotions of your customers is hard. Certain emotions have a long-lasting effect which allows customers to take split-second buying decisions.

As an Entrepreneur, understanding customer psychology is a must-know trait regardless of your level in the Entrepreneurship journey.

Most often, it is the bad emotions that create a long-lasting effect on people. But, there are certain good emotions too, that when evoked in the right manner can help customers to buy with ease.

You need to learn how to grab the attention of your customer, and most importantly learn how to retain that attention.

Here are some of the ways where you can utilize

Break the pattern

It takes 21 days to create a habit. It takes a lifetime to create a pattern, but it only takes a split-second to break the pattern.

The World is moving fast and if you do not cope with the world, you will be left behind.

You can use emotions to break the cycle. Emotions like fear, excitement, astonishment can be used to elevate the emotions. But where these emotions come from?

The limbic brain is responsible for all the feelings that occur to you. And such feelings establish trust & loyalty. Which further helps in decision-making.

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In other words, you need to break the pattern by using images, content that will invoke emotional change in the decision cycle of the customer.

Fill the void

Studies show that people will decide to buy a product based on their feelings, then use rationale to justify the purchase. In the words of Simon Sinek, “people don’t buy what you do; they buy why you do it.”

Related: How to solve customers’ problems. Period!

The neocortex is responsible for feelings such as trust and loyalty.  This part of the brain drives our emotional connection as well as our behavior and decision-making. In other words, we are driven to behave based on our emotional brain.

Related: 5 Elements to persuade your customer with simple fonts

As humans, we take input from all our senses and make our decision.

Curiosity is one thing that makes our decision making easy. The more information we get, the easier it is for us to make the buying decision.

Engaging the right senses—at the right time – is key.  Demonstrating this is the case study of a Dunkin Donuts campaign, which released a coffee aroma whilst playing the company’s jingle on municipal buses.  The campaign increased visits to Dunkin Donut outlets near bus stops by 16% and sales at those outlets by 29%. They used a sensory effect (smell), to make people think about, associate, and feel like they wanted Dunkin Donuts —and it worked.  Also, these subtle influences, are not even detected as marketing, so they do not get the same resistance that humans naturally feel towards ads and other promotions. We are quite simply, wired to pay attention to our emotions.

Use the art of Storytelling

They say a picture is worth a thousand words, and to an extent they are correct.  But, an interesting story will keep your customers glued to the screens. And once they are glued you can sell them anything.

Storytelling creates a sense of appeal to every form of user. You don’t need to be a writer to master storytelling.

You can check the following resources to grasp a sense of storytelling and use them on your website:

Reference: 25 Storytelling Killer Resources

Storytelling basically gives fuel to our emotions. One study suggests that using storytelling makes us emotionally involved in the situation.

Paul Zak concluded that seeing something sad drives our attention towards the situation. Same goes for anything that we are using on our website.

Let them experience it before they buy it

Which is why nearly every sales organization providing either a sample or a demo. Social sellers are more apt to succeed when they can get buyers to envision themselves with the product or service. Captivate your prospects by vividly explaining how your offering will make them feel.

Giving your customers a preview of what they will be getting is an excellent way to make them purchase the product.

Use strong visualization video to show your customers how they will benefit from the product. You can make animations as real as possible so customers will love the idea of using the product even before purchasing it.

To wrap it all up

Although I’ve barely dipped my toe into the human psychology pool, understanding the basics of what makes your buyer’s tick can go a long way toward helping you establish a social selling strategy that works for you and, even more important, your prospective customers.

Use the above triggers make it easy for customers to buy from you.

Chris Stone

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