Have you ever wondered why some people buy that “As Seen on TV” product? Well, that’s where psychology in sales comes in. At the heart of it, psychology in sales is the study of how people’s brains work when buying or selling an item.
For brands, knowing the psychology behind customer behaviour and why they buy is crucial to creating sales strategies that grab attention, keep people interested, and turn them into regular customers.
So, if you want to boost your sales, it’s time to get your head in the game and start understanding what makes your customers tick.
The psychology of buyer behaviour
Customers can be a tricky bunch. But fear not because understanding the different types of buyers and their motivations can help you create a sales strategy that’s like catnip for your target audience.
a. The emotional buyer
Feelings drive these customers, and they tend to make purchasing decisions based on how a product makes them feel. Often, a heartfelt story or a product that promises to make their life easier ultimately sways them to hit the buy button.
b. The logical buyer
These customers are all about facts and figures. They want to know why a product is better than the competition and what value they’ll get for their hard-earned cash. So, statistics, numbers, ROI and things like that will sway these buyers.
c. Impulsive buyer
These customers can’t resist a good deal or a product that seems too good to be true. They tend to make quick purchasing decisions with little thought or research. Tactics that play on FOMO (fear of missing out) will sway these buyers. Last-minute countdowns, limited-time offers and sales promotions effectively convert this customer group.
Understanding the psychology and motivations driving these groups will help you tailor your sales strategies accordingly.
For emotional buyers, focus on storytelling and creating an emotional connection with your audience. For logical buyers, provide them with plenty of data and information to make an informed decision. And for impulsive buyers, offer limited-time deals and promotions to get them filling their baskets.
The role of trust and credibility
Picture yourself scrolling through an e-commerce site, trying to figure out what to buy. You come across two products that seem similar: one has more positive reviews and the other a verified purchase badge. Which one are you going to choose? The one that seems more trustworthy and credible, of course.
Trust and credibility are vital factors in the decision-making process of buyers. Customers want to feel confident that they’re making a good choice and rely on trust signals like reviews and social proof to help them do so.
So, how can businesses build trust and credibility with their audience?
Encourage customer reviews — Happy customers are your best marketing tool. Encourage customers to leave reviews of your products and respond to negative feedback helpfully and constructively.
Show off your credentials — Do you have any certification, award or endorsement that helps establish your business as a trustworthy authority in your industry? If you’ve ’em, flaunt ’em.
Offer transparent pricing and policies — Customers want to know exactly what they’re getting into before purchasing. Make sure your pricing and policies are transparent and easy to understand. You don’t want your customers approaching you with suspicions.
Be consistent — Consistency breeds trust. Ensure your branding, messaging and customer service are aligned to create a cohesive and trustworthy brand image.
By building trust and credibility with your audience, you’ll create a loyal customer base that is more likely to return for future purchases and recommend your business to others.
Examples of businesses successfully using these persuasion techniques:
Amazon is a master of using scarcity to drive sales. Their “Lightning Deals” and “Deal of the Day” promotions create a sense of urgency and encourage customers to purchase before the deal runs out.
Airbnb is an excellent example of social proof in action. They feature user-generated photos and reviews on their website, showcasing the unique experiences their platform can offer.
Zappos is known for its outstanding customer service, a great example of reciprocity. By offering free shipping and returns, they make it easy for customers to try their products risk-free, increasing customer loyalty.
Provide excellent customer service — When in doubt, go back to the basics. Providing excellent customer service can go a long way in creating a positive customer experience. Ensure your customer service team is friendly, helpful, and responsive to customer inquiries and complaints. Improving your customer experience gives you happier customers who are more likely to make a purchase and come back to your store again and again. So be sure to give your customers the experience they deserve.
The role of emotions in sales
Emotions and buying decisions are like two peas in a pod. Emotions play a significant role in your customers’ decision-making processes — whether they’re feeling excited, anxious, or something in between.
Last line
When you tap into the psychology behind customer behaviour and decision-making, your brand can develop more effective sales strategies, build trust and credibility with your audience, and create a positive customer experience that leads to increased sales, loyalty, and referrals.
