Do you know kids use persuasion to get what they want? They throw tantrum and make those puppy eyes that just melts your heart and you end up buying them the toy they wanted. It’s not just the kids however, you and I have both been persuaded at some point, especially by a salesperson who keeps telling us how this Dior perfume will magically make our prince charming appear (he is a liar!).In fact, we are constantly being persuaded by the media/advertisements. Salesperson know how and when to use certain persuasive techniques. And they work because even if we like to think we are calculative and rational, we really aren’t!
People think persuasion is just fooling people but it’s not. I am willing to bet that you were once persuaded to purchase something and the persuasion was so good that you thought “you purchased something” instead of “you were sold something”.
Persuasion is an art and very difficult to master. But here are five rather easy steps in persuading your customers.
Ask small receive big
I’m sure you must have asked someone for a favor, either you got a yes or a no. But if you did get no as the answer, lets rewind a little and see why. First, did you ask for a BIG favor? A real BIG favor straightaway? If you did, chances are that’s where you went wrong.But there is a fix for this. Ask for a small favor first, when complied with, ask for the “real” favor.
This is called the “foot-in-the-door” technique. Used by many badass sales people.
So how can you use this in online sales?
DO THE UPSELLS.
What is an upsell? It is when at checkout you give your customer an option to buy something that is complimentary to the product already in the cart or is in the same category.
Or you send an upsell with the invoice you send for the product they just purchased.
e.g. a valentine day card paired with a heart charm.
Once a customer has said YES to one product they are more likely to buy again or buy an upsell. The use of an upsell will depend on the niche your business. They don’t only help bring in sales but also help the customers, especially when paired with complimentary items/products.
The key is giving the right upsell. e.g. if you buy a slow cooker online and the upsell was a guitar, you wouldn’t buy it.
So, upsells=more sales.
There is only one cupcake left on planet earth would you wanna buy it? If you are a cupcake lover, the answer would be YES!
FOMO! Fear of missing out. It’s very real and you can attest to it since at some point you lived it. Maybe it was that concert ticket that was almost sold out or that dress you wanted, of which only one remained at the Zara sale or that call you almost didn’t make that could have caused your relationship to fall apart.
The reason it works is because it plays with the fear of missing out on something that our mind believes is very important.
You can use scarcity in closing sales. Use a time limit or a limited inventory stock. This signals your customers anxiety or restless mode to take action.
The one important thing to remember is to NOT USE FAKE SCARCITY! Your customers can see right through it! And it will also label your brand as not authentic or sleazy.
Ask big receive “small”
This is called the Face-in-the-door technique. You ask someone for a big favor which will be answered with a no and then ask for the real,smaller favor you want them to comply with.
NO and then YES. This only will work if the huge request you make is similar to the real request you want to fulfill. So, how can you use it in online sales? Offers. Offer your customer a deal that will surely be refused.
e.g. buy one large cupcake sculpture for $199. And then follow it up with a smaller deal e.g. Don’t want to spend $199? buy these 6 assorted clay cupcakes for only $49
(I love cupcakes btw! if you couldn’t tell already)
You can use this on your sales page or landing page as well as in the email/newsletters you send.
Have you come across a sample station at a grocery store or at a supermarket? I’m sure you have. Just last week I picked up two salsa dips at my local grocery store after sampling the flavors.
Samples are a great way to earn customers. It greats brand awareness and gives your customer a chance to try out your product. You too can use samples to increase sales. Give away a “lite” version of your product for free. The word “FREE” works wonders on our brains. It signals our brain that yes, I need this product and I am getting it for free? Hell yeah!You must know of some online businesses that use the sample technique. e.g. free trial for 14 days.
An important thing to remember is that if the product you are offering as free is not of good quality and is not solving anything for your customer, then you may as well stop, because giving away something that is not of good quality as your others products will not create customers but instead you will lose some.
Of course, I had to include this. When you are shopping for something online you don’t just view images and hit buy. You read the copy, the description and only then make a decision to buy.
Your customers do the same thing. Use persuasion in your copy. Explain to your customer what are the benefits of using your product or rather why should they choose your product over your competitors. Your customer may have doubts about using your products, take their doubts away. You know your product better than anyone, let your buyer know how exactly your product tackles every doubt or question. Only then talk about the features your product offers. e.g. if you are selling artwork, you should start with the story behind the picture and who or what is depicting and only then talk about the frame, size, etc.Benefits first features second.
If you have taken the free course 4 steps to more online sales, then you already know how to make the copy even better with emotions.
Now I can’t emphasize enough that if you don’t create a quality product or there is no value in your product, then no matter how hard you persuade someone, they won’t buy.
Have you used any techniques to persuade your customers? How did you use them? Let me know.
Psst! I am sharing 4 steps to more online sales
Just tell me where to send them.