What factors contribute to a successful sales campaign? Most readers will mention powerful psychology marketing techniques, a worthwhile and effective client engagement. While all of these observations are certainly true, it needs to be stated that none would be beneficial without appreciating the psychology of sales. This is particularly important when referring to the digital age, as clients are often fickle and it is very easy for them to turn elsewhere if they fail to find what they are looking for. Let’s take a look at how personal psychology comes into play in order to better understand how specific techniques will prove highly beneficial in the coming year if you hope to turn a profit.
Sales Psychology 101: The Basics
The basic intention behind even the most complicated of sales campaigns boils down to a single objective: to resonate with a client on a personal and professional level. As the expression goes, very few customers will enter a store if they are not already considering a purchase. It is the role of the salesperson to transform a passive interest into a active desire. How is this accomplished? There are actually a few methods that can come in handy:
- Engaging on a personal level in order to establish an emotional rapport.
- Building empathy over time; leading to higher degrees of brand loyalty.
- Pressure tactics such as appealing to the ego of the potential buyer.
- Peer-motivated purchases (everyone else is doing it).
The technique in question will often depend upon the attitude of the customer. For instance, some consumers do not respond well to high-pressure tactics while other are more motivated by the financial bottom line. However, we now encounter a problem. Traditional sales training involved direct physical interactions between two or more individuals. It should be obvious that such situations hardly translate into the digital community of online retail sales. How can we apply the core principles of these methods in order to increase the revenue generation associated with your website?
A Clear-Cut Advantage Over Your Competitors: Stressing Value
Online shoppers are quite different in terms of securing a sale. As they fully appreciate that there are countless retail websites to choose from, they are very demanding when deciding upon which one to use. This is why some of the best digital sales promotions combine solid calls to action with a sense of urgency. This can include limited time only options, buy-one-get-one (BOGO) offers, seasonal discounts and rewards for customer loyalty. The main takeaway point here is that the shopper must feel that he or she will be missing out if they do not make a purchase as soon as possible. In truth, this is often the case when referring to popular products and time-sensitive promotions.
Still, these methods may not be enough. You also need to illustrate to the buyer that they can trust your firm and what it stands for. This is when transparency comes into play. For example, would you ever purchase a product from a website with no contact information or that exhibits pages which have not been updated for years at a time? Of course not. The platform itself has to exude a sense of confidence and trustworthiness if you ever hope to secure a sale (even more relevant when referring to returning clients). This is why successful digital sales also need to take design, mobile-responsive pages and social media sales funnels in mind. Once again, such actions dictate value to the end user.
Fresh and Ready
There is perhaps no better way of stressing urgency than by creating time-sensitive deals. Common examples can include a certain discount to the first 100 email subscribers or rebates for those who purchase at or above a specific price. Above all, be sure to rotate such promotional activities on a regular basis. Stale offers can hint at a substandard product. It is wise to take a look at new approaches every few weeks in order to keep your customers on their toes and coming back for more. The same holds true when speaking of your products. Try to introduce new items or services whenever possible. Not only will these illustrate that your business is remaining ahead of the curve, but such updates are great excuses to send across an email in the hopes of further promoting what you have to offer.
Online sales psychology is not necessarily brain surgery and yet, there are countless would-be successful entrepreneurs who fail to realize the significance of the approaches mentioned above. Psychology will often determine whether your venture will succeed or ultimately fall upon deaf ears. There is a great deal of further information if you would like to learn more how to leverage such techniques to your advantage. Sales psychology is absolutely critical to attract attention as well as to retain your current digital audience.