The Six Jedi Mind Tricks The Top Performing Direct Sales MLM Reps Use To Earn 6 Figures
The 6 Psychological Factors That Can Help You Get More Sales
2. Commitment & Consistency
I recently read a book called Influence: The Psychology of Persuasion by Robert Cialdini. In it, He accurately describes different strategies used by retail professionals and salespeople alike to increase their chances of success.
Note: These concepts must only be used for good. In his presentations, Professor Cialdini describes and emphasizes the ethical use of these principles. Only through its non-manipulative use can the process be simultaneously effective, ethical, and enduring. And only in this fashion can it enhance a lasting sense of partnership between those involved in the exchange.
Have you ever been to an in-home party or special event and felt like you needed to purchase something to be “nice?” If so, the concept of reciprocity was used to make you feel this way (even though the salesperson didn’t necessarily do this intentionally).
The idea here is that doing nice things for people results in them wanting to do nice things for you. When you make the first move and do something for free, the person on the receiving end is much more likely to “hook you up” down the road.
This is why retail businesses use giveaways to attract new customers. The simple act of giving something away shows others that you are willing to put them first without expecting something in return. At Shoppe, we have had much more success offering value to customers before asking for the sale for the same reason and we try to apply this concept different ways within our business.
Some people believe this might be a direct result of good karma, but psychological evidence indicates that people generally respond positively to generosity.
Although my wife would kill me if I she knew I shared this story with you, I’m going to share it anyways to illustrate this concept.
A couple years ago, she was walking the mall shopping for clothes. While walking, she was approached by someone at one of those vendor booths who offered to straighten her hair, which she obliged. The salesperson then spent 30 minutes doing her hair. Later that day when I came home, she couldn’t help but fall in tears while explaining to me how she had ended up walking away with a $200 straightener (that’s worth $50, by the way) from the vendor booth. She felt bait-and-switched. I then took the straightener back hoping for a refund, which I was unsuccessful in doing.
Now why would she end up paying $200 for an off-brand straightener when she was shopping for clothes? Although it’s easy to say she was “gullible” and fell for the sales trick, the real reason is ingrained in our psyche.
Truth is, she felt like she needed to pay the salesperson for time spent doing her hair.
Every minute the salesperson was working on her hair, the worse she felt about walking away from the situation scot-free.
In the end, she felt so bad about the thought of walking away that she spent $200 to get out of the situation.
Commitment & Consistency
The premise of this concept is that inconsistent behavior is seen to be an undesirable trait in society.
If our words and actions don’t match, we might often be considered “two-faced or confused.”
On the flip side, we are considered “logical and practical” if our behaviors are consistent with our words.
So, since societal beliefs dictate that consistency is a beneficial approach to daily life, is highly regarded by society as a desirable trait, and the fact that we don’t need to process more information when acting consistently with previous beliefs and decisions (making it easier to navigate), we can expect customers to behave the same way.
After securing a small, public commitment from customers, we can expect them to make future decisions that are consistent with their initial commitment.
For example, one study cited that a health center was able to reduce the number of missed appointments by 18% simply by having patients, not the staff, write down the appointment times on the future appointment card. This small commitment on the patient’s behalf led to future behavior that was consistent with the initial promise.
People buy from brands they know, trust, and like.
An example given in the book is the Tupperware party. Anyone familiar with this type of setting (99% of our readers) will understand the tactics employed here:
1. Reciprocity: Games are played and prizes are won by party goers. Grab bags are offered to people who haven’t won yet so everyone wins something before the pitch begins.
2. Commitment: Participants share their stories about how the products have benefitted them in the past.
3. Social proof: Each purchase indicates that the products must be good if others are buying them at the party.
4. Urgency: You miss out on all of the perks and bonuses mentioned unless you buy tonight - at the party. Ouuuuuchhhh!
5. Scarcity: There is limited supply on hand before you must order the product and wait for shipping. Ain’t nobody got time fo’ that!
A big reason asking for referrals is so effective is because we listen to our friends – people who we like, when they recommend things to us. We know, like, and trust them so we listen to their recommendations – the result of having a high “Like” factor.
Several negotiation studies have shown that, when entering business negotiations, identifying similar interests and establishing a personal connection BEFORE talking business increases the likelihood of getting the sale. Again, increasing the “Like” factor tends to attract more business to you, instead of the other way around.
In order to apply this principle, you can think of areas of similarity that you share with your customers and compliments you can give them before you start talking shop.
Teachers and doctors are able to persuade students and patients by displaying their accreditations and dissertations for them to see. People are willing to comply with others who are wearing police uniforms.
Salespeople are usually wearing suits and swear by it. Why?
People are more likely to respond to an influence attempt by someone with perceived authority.
The evidence is showing that we can project the perception of authority by the things we say and do.
The three types of symbols for authority that have been shown to be effective are titles, clothing, and automobiles.
Say we were comparing a salesman wearing a red polo shirt and cargo shorts driving an old Toyota Camry with a well groomed salesman in a nice suit who pulls up in a Mercedes Benz E-Class.
Which do you think would be more influential among the people they are targeting? Probably the latter.
Truth is, we tend to respond to images that provoke more “authority” than others.
We view a behavior as more correct in a given situation if many other similar people are performing it. The more people doing it, the more we believe that the behavior is correct.
This is also known as the “herd mentality” which is a concept that people have a tendency to follow the crowd.
Part of the reason social proof is so important is that we use it as a mechanism when we are confused or lack information. When we look to others to guide our decisions, we tend to make them without complete information. This is the definition of “following the crowd.”
This is easily one of the most powerful techniques to use in retail sales. For example, you can get video testimonials from customers explaining why they like you and your product. Potential customers will see this as “social proof.”
In the same way, you can get photos of customers with your products as well as testimonials from your downline team explaining the value of teaming up with you.
Did you know Black Friday is a play on human psyche?
On this day each year, people clamour over the best deals and trample their competitors to get to the TV aisle.
Because stock is limited and deals are limited-time only, we are forced to make a purchasing decision right now else we lose out on the opportunity of a lifetime.
This is scarcity – the concept that the thought of losing something motivates us more than the thought of gaining something of similar value.
An example given in Cialdini’s book is when a group as handing out pamphlets advising young women to check for breast cancer through self-exams. The group found that the pamphlets were more successful when they focused on the risks involved with not getting checked and the downsides of having breast cancer instead of focusing on the benefits of the exam.
This example seems to evidence that people seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value.
This is my favorite technique to use in retail sales. When sending emails and other marketing communications to customers, I usually stick to limited-time offers with deadlines as well as limited-number scarcity.
The 6 psychological principles of persuasion are extremely useful in retail sales. Use these principles in your communications with customers to increase your sales this month!
There’s a very good chance that using these principles effectively will increase your bottom line in a short time. These triggers allow you to play offense and you will score if you use them.
It helped me refine my marketing and sales game and add thousands in sales to my bottom line within a period of 30 days.
I’d like to offer the same opportunity to you and that’s why I’m writing today.
If you’re struggling to get more sales and want to see an increase in the next 30 days but feel like you don’t have the technical skills to do this online, I can help.
Fill out the form below to talk to us about increasing your sales this month using the online marketing & sales techniques discussed earlier in this post!