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Desire to belong...

Posted by Amanda Abiola on August 9, 2017 at 9:30 AM Comments comments (0)

Let me make a few observations that are critical to understanding this next psychological trigger. First you buy from an emotional level, you have learned that the purchaser using emotions to buy using logic.

 

Often the buyer who uses logic to justify a purchase knows exactly logical justification for buying the product but does not realize the emotional reasons.

 

Some of this really common sense, but too often we dont look at the core motivation for the purchase of a specific product, which could reveal a lot more about our prospect.

 

Think of any product, magazine, service or even location. What is the psycholoigical profile of the person belonging to that group of people who buy the product or service or live in that location?

 

It will give you some ideas on how to treat the person. And it will help you realize what would motivate your prospect to buy your product. These clues to the emotional appeal your product has when matched to the clues you can get from knowing your prospect and her ownership trends is valueble knowledge at its most basic core psychological level.

 

The desire to belong is one of the strongest psychological triggers on why people purchase specific products or services. use it to your advantage by realizing what groups your prospect belongs to and then matching the needs and desires of your prospect with those of your product.

 

Linking...

Posted by Amanda Abiola on August 3, 2017 at 12:30 PM Comments comments (0)

One of the very critical techniques that I have used in my mail order ads is a process called "Linking". It is a technique of relating what the consumer already knows and understands with what you are selling to make a new product easy to understand and relate to.

 

Fads are very powerful and you have to understand the basic concept of linking. But how does this help in the selling process when there isn't a fad? And how could this trigger be used in a personal selling situation?

 

Whenever I sell a new product or a unique feature of a new concept, I use linking. I take what is familar to the prospect, relate it to the object I am selling, and create a bridge in the mind of the prospect. Because of this linking, the prospect needs to think a lot less to understand the new product. The product is easier to relate to the needs of the prospect. Everybody wins.

 

Linking is a basic human emotional system of storing experiences and knowledge and recalling those experiences and linking them to something we have to deal with on a daily basis.

We often link things together in our memories.

In the personal selling process, simply be aware of how linking works. Presenting your product or serivce by linking it to something the consumer can relate to and understand is very powerful in that selling process.

 

 

Santisfaction conviction...

Posted by Amanda Abiola on August 3, 2017 at 4:45 AM Comments comments (0)

A satisfaction conviction conveys a message from you that says "Hey I'm convinced that you will like this product that I'm going to do something for your benefit that will surprise you and prove how incredible my offer really is."

 

If my potentioal customer after reading what I said in my satisfaction conviction thought something like "They must really believe in their product" or "How can they do it" or But be careful "They are really going to get ripped off by the customers who will take advantage of their generosity" Then I knew I had a great example of a satisfaction conviction.

 

But be careful to use a satisfaction conviction that makes sense for the offer, you wouldn't want to raise an objection and then satisfy it with the wrong resolution, one whose only purpose is to create a satisifaction conviction. In short, its got to make sense.

 

The satisfaction conviction is a critical part of any sales presentation, and yet few realize its importance. I have never seen it any book on salesmanship or psychology. Yet if you can create a powerful satisfaction conviction, this simple psychological trigger will do a great deal for the success of whatever you are selling and may just double your sales results.

 

The key is to simply close your sales presentation with a passionate resolution of any possible objection by offering a satisfaction conviction that goes beyond what the prospect normally expects or would be entitled to from anybody else.

Creditibilty...

Posted by Amanda Abiola on July 31, 2017 at 8:00 AM Comments comments (0)

Creditibilty means truthfulness...

 

Does the consumer really believe you? Rash statements, cliches, and some exaggerations will remove any credibilty your offer might have had.

 

One of the biggest factors that can affect creditibillty is not resolving all the objections that are raised in your prospects mind, so that they think you are hiding something or avoiding an obvious fault of the product or service. You need to raise all objections and resolve them.

 

You are in essenses sensing the next week question the prospect may come up with, and then answering it in a straight forward acton in your offer. and you put your self all on the line, and unless you are a big hot shot you must convey the highest creditiblilty in your presentation, your prospects will not feel comfortable buying from you.

 

There are lot of ways to add creditibitly and realizing this is important when you are crafting your sales presentations and creating the selling envioronement for your product or service. Use methods explained here as a checklist to determine which techniques make sense for you and which on works on your are selling, and then use them discreelty. They are indeed very powerful when included in a well crafted sales presentations.

 

Greed...

Posted by Amanda Abiola on July 28, 2017 at 5:40 PM Comments comments (0)

Greed, in the form of attraction to bargins is a very strong motivating factor.

 

Many times I've brought things I didn't need simply because they were such a bargin. you might even be like me and often fall into the trap.

 

But don't hasitate to recognize greed as a very strong factor either for low priced merchandise, or for expensive products that have low prices. Too low a price may diminish your credibility unless you justify the low price. Many people are willing to risk something and take chances just to get more for your money. Greed is simply a psychological trigger you use when you provide the prospect with more value than he or she really feels entitled to.

 

Greed is not a technique that can be employed all the time. But it should be recognized as an effective element that, when properly employed. Is a great trigger for making a sale, because it plays on practically everybodys weaknesses.

 

When you lower the price of a product, generally speaking with very few expectations, you will end up with an easier sale requiring less justification and less logic.

Keep lowering the price and you will create an enhanced emotional desire for that product that will defy all logic and any need to justify the purchase. In fact if you go low enough and all sense of reason and logic is thrown out the window the purchase becomes a completely emotional reaction with creditbility required. Of course, if you go to low you will have to add justification for the lower price as it will start raising a few creditiblity issues with your prospects.

 

You should recognize greed as an important factor when selling your prospect. By giving more value that your prospect expects, you will enhance the power of this valueble trigger.

 

 

Justify with logic...

Posted by Amanda Abiola on July 27, 2017 at 4:55 AM Comments comments (0)

Ok, now we get serious I mean really serious because this blog is about logic and its use to justify a purchase. Logic is serious its a lot more serious than emotion and it is powerful way to justify an emotional purchase.

 

One of the questions that pop into the mind of the prospect as your are making a sales presentation is a question "how can I justify this purchase?" If you don't raise it and then resolve it you will give the prospect the excuse "to think about it" and of course never buy.

 

Very often the need to justify a purchase may be in the prospects subconcious. In fact it is often not even mentioned by the prospect but it is always there. So therefore it is critical that somewhere in your sale presentation that you answer that subconcious question, first by raising the justification issue and then by resolving.

 

The higher the price point the more you need to justify the purchase. Nobody likes to buy foolishly, Everyone wants to know that there purchases have a logical basis and can be justified.

You want to provide the reasons and the justification for the purchase, without it the prospect is missing some the important ingredients for resolving all their objections in the selling process.

 

Very often someone wants to buy something but hestitates because there isn't enough justification to warrent the purchase. You have to overcome this resistance by giving your prospect every reason to believe that the emotional decision to buy is backed by a logical justification.

Otherwise you are missing the major psychological trigger you may need to close the sale.

Emotion...

Posted by Amanda Abiola on July 26, 2017 at 3:45 AM Comments comments (0)

Sometimes things just pop out of your brain. Sometimes things just happen. This blog is about emotional triggers in advertising.

 

But the subject shouldn't be as emotional as i'm amaking it out to be .There are just three points to remember about the subject of emotion in advertising, which relates to the subject of personal selling.

 

1. Every word has an emotion associated with it and tells a story.

 

2. Every good sales presentation is an emotional outpouring of words, feelings, and impressions.

 

3. You will buy on emotion but you justify a purchase with logic.

 

In a good sales presentation often you get your prospect in an emotional frame of mind as a result of the environment you have created, and the logic then becomes less important. People automantically and unconsciously redefine the actual words to fit the emotional context; Courteous comes to mean hassle free instead of polite. This is great for advertisers but not so hot for english teachers.

 

Often a phrase or sentence ot even a premise does not have to be correct logically.

The final point on the emotion of selling relates to the words you use. If you realize that each word you speak has an emotion attached to it--almost like a short story itself--then you will also gain a very good understanding of the effect some words have in the sales process.

 

As a sales professional you need to know the difference between selling from an emotional angle and selling with logic. You have got to know your prospect and your product and know what emotional triggers are that will motivate your prospect to buy. But the main purpose of this blog is to simply recognize the fact that emotion is the single most important motivating factor in why people buy. It is the underlying basis of every buying decision.

 

 

We buy on emotion and justify with logic,

 

Proof of value...

Posted by Amanda Abiola on July 25, 2017 at 9:55 AM Comments comments (0)

Even if you are a multimillionaire you want to know that you are not being taken advantage of and even more importantly that you are getting value for money.

 

In my advertising I always want to convey through examples or by comparision that what the customer is buying is of good value.

 

A tyipcal element in one of my ads is where i compare my prices to products with similar features and pint out that im providing a better value. By comparing your product with others and proving its value you are providing the prospects with the logic from which he or she can justify a purchase.

 

Simply educating the reader to the intrinsic value of your product is equivelant to lowering its price, or a minimum providing greater value. In short there is value associated with your prospect will be willing to pay more result. This is as true in personal selling as it is for a mail order ad.

 

There will always be a question in the mind of the consumer, "Am I buying the product at the best price?" Once again you must first bring up the question and then resolve it with your price comparison or price information, or you are not communicating effectively with your prospect.

 

When you justify the price of your product or service, you add value to your offer and give the prospect one more logical reason to buy.

 

 

Authority...

Posted by Amanda Abiola on July 24, 2017 at 12:35 PM Comments comments (0)

There's always something you can say about your company to establish your authority, size, position, and intention. The consumer loves to do business with experts in a particlular area.

 

Establishing your authority is something that matters, it doesnt matter how big or how little you are. If you really examine your company, you will find something you can say that establishes your authority and expertise in what you are selling.

 

Then after you establish your authority you will be tempted to stop using the phrase that established that authority. Never stop, there will always be that first time reader who will catch the ad and need the reassurance that she/he is dealing with an authorative company in the field in which she was contemplating a purchase. That phrase will give her the confidence.

 

Sometimes it is easy to establish an authority just in the name of your company, like "Computer discount warehouse" you can tell by this name its a big company, but if you compare it with "Jack and Eds video" it gives you a pretty good idea of their authority.

 

Authority can be expressed by age or experience, a 60 year old executive would have more authority than a 24 year old executive, if experience was a deciding factor. Knowledge is a strong way to express authority, the more you know about your product and your industry, the more effective you will be before a tough prospect. It is also a proactive way to start developing your authority. Even the youngest of salespersons can be of benefit to the prospect.

 

People naturally respect a knowledgeable authority.

Storytelling...

Posted by Amanda Abiola on July 21, 2017 at 9:35 AM Comments comments (0)

There's an expression in Hawaii that I've used quite often, "Joe, we gotta talk story".

 

People love stories, and one of the really good ways to relate to your prospects is to tell a story. Just as a picture is a thousand words, a story can be invaluable and often creates an emotional relationship that keeps your prospect riveted and listening. Stories create human interest, in childhood, stories read to us by our parents were what we fantasized or even saw the world. In short, we've been primed for stories ever since we were very young.

 

Think of the public speaker who starts his speech with a story or uses stories throughout his presentation. It makes for an interesting presentation and often holds the interest of the audience.

Stories usually have lessons to teach or experiences to share, or even endings that can excite and surprise. And so it is with selling!

 

If you tell a story in your sales presentation that is relevant either to selling your product, creating the environment for selling your product, or getting the prospect involved with your sales presentation, you are using this wonderful and powerful trigger in a very effective way to sell your product or service.

 

Some stories even add a unique human element that allows you to relate to and bond very closely with your prospects. The most interesting people I know always have a story to tell. It is either relating to the customers and entertaining them as well.

 

Timing is also important in the storytelling process. It is nice to start with a story, because it holds attention and gets the prospect into the listening mode. Or use stories or jokes throughout the presentation to add variety and rhythm to the presentation. Telling stories grows with experience. Simply being aware of its protential and its effectiveness is a good start.

 

A good story should capture a persons attention, relate to the product or service and to the sales message, and help you bond with the prospect.

 

And you will live happily ever after...


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