The whole idea of the marketing and sales is to play with the psychology of the consumers. In any campaign, efforts should be made it make it so influential that the decision making of the customer is totally in the favor of the company.
There are some tips and secrets to manipulate the mind of the
consumers, which can be utilized by not only ordinary sales person, but can be
used by larger firms. Although they are used unknowingly, there is no set list.
Mutual exchanging is the first and powerful tip. The
company can start with giving something for free to the customer. He will take
it for the first time, but from next time he will feel obliged and will try to
return the favor. Offering the product for free initially can do this. And if
the customer is satisfied with the product, he will buy it for himself from
next time. Some salespersons get confused with this principle. For example, it is ineffective and wrong
according to this principle, to quote ‘Spend over $25 and get a free t-shirt’.
The offer is not free; the customer has to spend something to get the free
product. The product being given should be totally free without any condition
to be fulfilled. For example, the line ‘Get the latest lipstick shade
absolutely free’ will do the trick. If the shade is really good, they will buy
it the next time and might even think of buying other shades of lipstick.
The next tip is to present something as of high value, but
the company should incur only small or no amount in producing it, like
information. It can tempt the customer by saying that the information provided
to them is a big time secret and is not known to anyone at all. But some mess
it up, by saying that they are providing very valuable information, but it
turns out to be another advertisement.
Another example is giving out free sample to the targeted
customers. Again the mistake made here is that companies distribute samples of
poor quality or rejected products. This certainly lowers the customers liking
towards the product and he will assume that’s the way the product is actually
and won’t go ahead to buy it.
Use words, which initiate immediate action, like ‘Limited
time offer’, ‘Offer ending soon’, and ‘Offer till stocks lasts’ are really
motivating. The customer gets the impression that the offer will end really
soon as the products are limited edition and he should go out and buy it at the
very first chance. This works well specially with customers who have an
interest in collecting antiques, collectibles and anything which are not easily
available.
Getting the customer in making a commitment is another next
good method to increase sales. The trick is to make the customer to take small
steps toward the goal, without realizing about it. Like when the customer
requests for some information, provide them with the relevant information for
free and make them fill a form and take contact information from them. This is
like committing to get offers and information about products in future. Do not
advertise in this step. In the next step advertisements about products and
services can be sent to the customer to the address provided by them.
Conducting surveys is another example.
Just listing the benefits isn’t enough. Customers want more,
they want their needs to be met. Like if some is thinking of buying an exercise
equipment, don’t just say that the machine has display, automatic incline,
cooling device, CD player, programs, but also add that there is a program with
audio instructions which encourages the person to do exercise, which is meant
for people who need real motivation to get out of their couch and to start
sweating out. So convey exactly why the customer should use the product, be
more precise.
Uniqueness is the biggest key factor. Not only should the
products and services be unique, the marketing campaign should be unique too.
Not only will the effort be appreciated but also the impression will be
everlasting. Once faith of customers is gained, they will be like free walking
advertisement and will spread the word to their friends and acquaintances like
anything.
Scientists agree to the fact that using visuals to make a
person learn something is the best option than any other means and as one of
the famous saying goes “a picture speaks a thousand words”. So the best bet is
to add visuals to promote marketing. Visuals can be anything like pictures,
animations, or graphics. See yourself what wonders it does by placing a picture
of a representative and products on the company’s website. This not only brings
the customers close but also strengthens the relationship.