We go to the store to buy one thing and come back with 10 of them. Do you know this? You are not the only one this happens to – even when we shop online. Let’s examine the psychology of sales.
There are some classic sales tricks in stores: where are the most expensive products placed, where are children’s products, why are there those shelves of chewing gum and candy bars next to the cash registers, why is the bread section at the very end of the store, why are there so-called mazes in some stores, how do music and smells influence the purchase…
There are many different motivators for the end customer to buy more and more. And so on!
The book Influence by Robert Cialdini, considered one of the most important works of social psychology, has opened our eyes even more to the secret world of sales.
If you are involved in marketing and sales, if you are a salesperson whose salary depends on the percentage of sales, or if you are a manager who needs to optimize the process itself, we advise you to get the book.
Here are some of the TOP things we took away from the book and the interview, along with some of our comments, just to give you some extra incentive to get the book.
Why do we buy more than we want and need? And how can we use some of the sales tricks ourselves?
Higher price = higher value
If something does not work at the price you set, try setting a higher price, not a lower one. People often think that something that is expensive is more valuable.
The owner of the store could not sell certain pieces to tourists, but when she accidentally set the price double, everything was quickly sold! Due to the perception that expensive equals quality, which is obviously due to the fact that so much money – so much music, people bought jewelry, thinking they were buying something really valuable.
Vouchers = I get away cheaper
Offer your customers shopping coupons to motivate them to come into your store. Vouchers automatically mean I’ll buy cheaper and the sale is easier to get off the ground. This is why you often get shopping vouchers at some magazines. Of course, with a certain number of days you can redeem them to add extra pressure – it’s now or never.
The crossed out price is cheaper than the new one
These days I saw a forum on the internet that actually shows quite well how people store. We think that the price of something from xy dollars is too high, until the famous Black Friday comes. So, the retailer first artificially inflates the price, cancels it and sets a new, cheaper price that customers go crazy for. People buy more when they think they are getting a better deal.
Income from supplements
Just as Apple no longer offers iPhone buyers a charger or headphones with the purchase of the phone – boosting sales of the same – you can do the same in other industries.
For example, if your customer is buying an expensive suit, you should also sell them accessories like a belt or shoes, because that will not seem as expensive to them compared to the price of the suit.
This will drive up sales
How can you sell an expensive suit next to a cheaper one? Always show a potential customer the more expensive product first, because if you show the cheaper one first, the more expensive one will seem much more expensive.
Similarly, on the Internet – offer multiple packages of what you are selling, the smallest and cheapest of which is also the most profitable. Shutterstock has a great sales policy where it’s most expensive if you buy photos individually. So go for the package.
Provide them with a good experience after two terrible
People selling real estate often show you two or three bad properties with a high price first to make the property they want to sell seem like a great opportunity.
Principle of reciprocity
When someone gives you a gift or invites you somewhere, you want to reciprocate because that’s how society works. Me for you – you for me. We prefer people who do us favors.
If you offer something to a customer in a store, they are more likely to buy.
And we are more likely to give something to a beggar if he gives us a flower or a pack of tissues than if he just begs.
Free samples at the store are a great way to sell a product (think wine or cheese tasting). This is what men use when they start dating. They pay the girl a drink so she feels more obligated to talk to them.
Seller offers its customers to try the products at their homes for 24-72 hours, with no obligation to buy. Later, they would pick up the products. People would buy half of them.
A waiter who recommends you not to take a certain dish because it is not good tonight, but gives you the inside information to take something else, but a little more expensive, is doing you a favor so that you have a good dinner, and by the way, he has increased the bill so that a tip of 10% will be higher.
He asks for a big favor to get a smaller one
If you ask someone for 10 dollars, he may not give it to you, but if you immediately ask for only two dollars, the person will be more inclined to give it to you because it is a much smaller amount and they don’t consider it a big loss.
Also, when you ask for a favor, be sure to say why – because I need it for… People do favors more easily when they hear the reason.
Refer a friend
Referral marketing is the best. We do not trust companies, but we trust other people, especially acquaintances.
If you have a referral and mention another person who recommended your service or product, that person will be more willing to listen and buy.
With this we conclude part one of our article. Stay tuned for our second and final part. In the meantime don’t forget Invoice Crowd is here to help you with all your invoice needs and help you keep track your costs!