If you want to get better at sales, you need to get better at understanding humans.
Sure, you’re already a human (we’re assuming!), so you should instinctively know how to motivate other humans to purchase products and services, right?
If only it were that simple! Fortunately, a basic understanding of psychology of sales — what motivates people and what drives decisions — can help you improve your sales and give your customers a better experience.
FOMO
You have major FOMO (fear of missing out) when you see that all your friends gathered to celebrate at your favorite restaurant… without you.
Humans hate to be left out. We hate to feel like everyone is having an easier or better time than us. When a product or service can help us feel like we can have what everyone else is having, it’s enticing.
When it comes to the psychology of sales, understand that a fear of losing something or missing out is a huge motivator. When you use this motivator strategically, you can influence your customers to choose your company. Let your customers know they’ll be missing an opportunity, and they’ll be more likely to buy.
What Can Be Gained?
But humans want more than just to know that they’re no longer missing out on something. They also want to know what they can gain. How can their life be made better?
In your sales, be clear about how your customer’s life will be made better. Will they make more money? Save money? Lose weight? Have more time? Be clear about the end result, and describe it in detail so your customer can picture themselves gaining what you have to offer.
Balance the human desire for gain with FOMO as you work to increase your sales.
Can You Be Trusted?
It’s a basic principle in the psychology of sales: People need to trust you before they’ll buy from you.
Giving them consistency is one way to ease that psychological need.
Consistency in what?
Well, before someone purchases from you, they need to understand you can solve their problem. Give them content — videos, blog posts, emails, etc. — that prove you’re up for the job.
Solve their basic problems with helpful information, and they’ll be more inclined to let you solve their larger problems with your paid products or services.
Be the authority in your industry with consistent content. Be sure to let your audience know if you’ve won awards or have ever received high praise form an industry expert.
Prove You Can Do What You Say
Social proof is key in getting people past their concerns. When they see that others have found success with your product or service, they are more eager to jump in and find out for themselves.
Post positive reviews on your website. Add testimonials to your social media. If you have notable brands or celebrities who use your product or website, be sure to tactfully share that.
Social proof helps people feel safe when they choose you.
Storytelling Isn’t Just for Kids
Brush up your storytelling skills (Or better yet, hire a copywriter who can tell a good story). People respond to stories in their entertainment (Why do you think we watch so many movies?). But they also respond to stories in marketing.
Why? Because stories are easy to relate to. We can put ourselves into a story, and see how we would fare. Stories help us see ourselves with solutions in hand. They help us visualize stepping out of whatever is holding us back.
Share a story of a client transformation, and your potential customers will more clearly see how your product or service can benefit them.
Share the story of how your company came to be. Let people into your world with powerful story, and they’ll be more likely to remember you — and think of you as their solution when the time comes.
Stay on top of current marketing trends that make an impact. At Impact Marketing and Design, we help you solve your marketing problems in creative ways. Get in front of the right audience with the right message — with our help. Give us a call at (888) 441-1233, or contact us online for a free consultation.
