Getting consumers to do what you want them to do is notoriously challenging. Mostly, they don’t want to play ball. The trick here is to use the science of persuasion. It’s not about manipulating customers: that would be wrong. Instead, it’s about showing them the benefits of making a purchase. This way, they can convince themselves that they need what you sell. Persuading customers is a crucial part of marketing.
Unfortunately, most firms don’t understand how this game works. They think they need to bamboozle people into buying, which is really a sign of weakness. If you have a great product, you shouldn’t have to force anything. Consumer behavior revolves around several factors. The first group is psychological. These refer to how a consumer’s attitudes, perceptions, and worldview influence their perceptions.
The next is personal factors and demographics, such as age and gender. These also play a role in defining what they are willing to buy and the risks they take. Lastly, there are various social factors that may play a role. A person’s education level or primary friendship group may also influence purchases.
Selling, though, involves more than just knowing your audience. You also need to understand the principles behind it: what works, and what doesn’t. This post explores these issues in more detail. We look at how to persuade customers to do what you want them to do without forcing anything.
People are more likely to make a purchase if they believe a particular product is scarce. If you tell them that there are only three examples of a particular item left, they are much more likely to part with their cash.
Another way to do this is to claim product exclusivity. If you can make it seem like the thing you want to sell is the only one, customers won’t want to come back later. They’ll feel like they need to make the purchase right now.
Another tactic in the digital age is to get people to “like” your products. The more likes you have, the greater the social proof.
Even better, try to accumulate likes from your target demographic. People online are more likely to trust those who are the same age, race, and income demographic. They’re also likely to trust people with the same lifestyle and interests as them.
Setting yourself up as an authority is another powerful strategy for convincing people to do what you want them to do. Individuals don’t want to do their own homework. Instead, they prefer other people to do all the legwork for them. If you can present yourself as an expert with all the solutions to their problems, they are much more likely to buy from you. They want simplicity. They don’t want to have to research everything in life themselves.
There are many types of conjoint analysis, but they all have one aim: figuring out what customers really want. If you can get a handle on what your customers value most, it makes the job of selling to them easier. You don’t have to guess all the time.
Finding out what people want, though, is challenging. It requires using the right techniques. If you can leverage conjoint analysis, you stand a much better chance of figuring out people’s real desires than via other methods.
If you have enough market power and size, you might also want to gather consensus. That is, get everyone in agreement that the products you sell are the best.
Gaining consensus takes years of branding and marketing, but if you can get to that point, you can dominate an entire industry. Once everyone accepts that your products are factually the best, nothing can stop you.
Reciprocity is one of the most powerful tools in your arsenal for getting customers to do what you want them to do. As human beings, we want to pay back people who are good to us. It only feels natural.
That’s why you should provide your customers with an opportunity to sample your goods first. If you give them something for free upfront, they’re much more likely to follow through on the sale.
Lastly, you want to cultivate loyalty and get your customers committed to using your services. Once you can do this, persuading customers to continue purchasing is much easier.
Loyalty also creates a sense of duty. If you launch a new product, duty-bound clients are much more likely to buy it.