In the marketing and customer sales that how to make customers obey your wishes? What psychological factors can push consumers to achieve your desired goals?
Psychologist Dr. Robert B. Cialdini explained to us the six reasons behind impulsive obedience to others in “Influence”.
Understanding these hidden psychological factors can help you increase your personal influence, and be vigilant in dealing with this potential awareness.
If you are engaged in marketing and sales, then these six principles may be very inspiring for your work.
1.Principle of Reciprocity
The principle of reciprocity says that if someone gives us any benefit, we should try to repay it as much as possible.
Often, after seeing the supermarket offering free tasting, many people buy food that they have never tried before, or even dispense with basic product inquiries.
In the customer invitation letter, take the initiative to put a small gift in the letter, which may increase the other party’s goodwill towards their own brand and personal, and increase the meeting rate.
By the side of the road, homeless people who sang with guitars received more donations than unpaid beggars. These are the potential influences exerted by the principle of reciprocity.
There is a Chinese saying that if someone’s mouth is soft, they are shorthanded. We have been educated since we were young to be grateful, and no one wants others to call ourselves a mean.
Therefore, the principle of reciprocity can be used as an effective strategy to obtain obedience from others.
For some requirements, if there is no sense of indebtedness, they will definitely be rejected; if the principle of reciprocity is reliable, you can easily get others to nod.(marketing strategies)
2.Principles of Commitment and Consistency
Commitment and unanimity is a desire to be consistent with our past words and deeds. Once we make a decision or establish a position, we will face personal and external pressure.
Force us to change some of our previous behaviors accordingly to prove that our previous decisions are correct.
In life, there are countless examples of this kind. For example, after we introduce a brand that we feel good to our friends, we may become more loyal to this brand; for the husband we choose to marry, even though friends reprimand him for being bad after a fight, my wife Still unconsciously to maintain; for the draft star, we often choose a vote, we will continue to support it and so on.
In our moral and cultural consciousness, consistency is the most adaptable and respected behavior. Inconsistency is usually considered a bad behavior.
Therefore, even though I sometimes know that it is wrong, driven by this kind of commitment and consistency, I will persist to the end. Marketers can use this psychology appropriately to gain consumer recognition.(marketing strategies)
3.Principles of Social Identity
Walter Lipman said that when everyone thinks in the same way, no one thinks too seriously.
The principle of social identification points out that one of the criteria for us to judge right from wrong is to look at what others think, especially when we want to decide what is the right behavior, we will regard what most people do as the right approach.
We all know that under normal circumstances, doing things based on the experience of the public can indeed make us less mistakes.
This provides us with convenience and shortcuts for decision-making. Therefore, for marketers, it provides a way to complete marketing tasks. Opportunity.
For example, before buying books, the public often wants to see the recommended list of experts; when buying clothes, they like to read relevant reviews; when traveling, they often consult their friends to recommend hotels.
In the marketing process, marketers need to find ways to satisfy consumers’ social identity.(marketing strategies)
People are always willing to agree to the requirements of people they know and love. This is the principle of preference. This is what the ancient Chinese saying goes, “to do what you like.”
Some of the most reliable factors that can cause affection are:
1) Beautiful appearance. We often subconsciously add some good qualities to the beautiful-looking people, such as cleverness, kindness, honesty, wit, etc.
2) Similarity. We like people who are similar to us. Whether they are similar to us in perspective, personality, background, or lifestyle, it will make us feel good about them.
3) Compliment. When others ask for us, they flatter us or claim to be similar to us, we will make a positive evaluation of these people.
4) Contact and cooperation. We tend to have a more favorable impression of things we have come into contact with and familiar things, and we subconsciously love it.
5) Association. People have similar reactions to interconnected things. For example, when the weather forecast is inaccurate, we often complain about the broadcaster; the public tends to have good associations with brands that have always shown good things.
Although we don’t recognize it, whether as ordinary consumers or marketers, we may have applied the preference principle or been used by the preference principle.
In the process of marketing and sales, the effects of these methods have been tried and tested, but they are becoming more and more likely to arouse disgust.
Considering that we often stay away from our acquaintances who sell insurance business, we know how much negative effects are, so how to find Exposing the clues of the customer’s background and interests, and making good use of the principle of preference is really a training course.(marketing strategies)
5.Principle of Authority
The principle of authority refers to the sense of respect and obedience to authority deeply rooted in our hearts.
In our cultural system, respect for authority is basically everywhere. Students obey teachers, soldiers obey their superiors, employees obey leaders, and patients obey doctors’ orders…
The order of respect for authority has allowed us to subconsciously form obedience to authority. It is wrong to disobey authority.
Title, clothing and external signs are the three most typical symbols of authority.
Authority has undoubtedly been very effective in marketing and sales. We can see that by looking at the advertisements of various toothpastes and health medicines in white coats that frequently appear on TV.
However, due to the falsification of authority, the public is more cautious towards authority, and marketers need to ensure how to convince consumers of authority.(marketing strategies)
The scarcity principle means that when we realize that we may lose something, fear of losing something is more motivating to people than hoping to get something of the same value, and it can convince us.
It is the so-called “the less the opportunity, the higher the value.” Our most direct application of the scarcity principle may be the “limited time and limited amount” strategy.
If in the process of marketing and sales, consumers can be cleverly aware of not doing this What will be lost, than telling consumers what they can gain by doing so, the marketing effect may be better.
Perhaps our most direct application of the scarcity principle is the “limited time, limited time” strategy.
If in the process of marketing and sales, consumers can be cleverly aware of what they will lose if they don’t do this, and they can get something better than telling them to do so. What, the marketing effect may be better.
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