Driving sales requires a great deal of understanding consumer psychology and behaviour. The best businesses rely on information collected from consumer psychology and behaviour. The truth is that contemporary ways of buying things have changed over the years.
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Consumer’s behaviour in the past 20 years is no longer the same we have today. Today, the Internet has shaped the way consumers purchase products. Therefore, the leading companies exploit the concept of consumer psychology to boost sales.
To start with, what is consumer psychology? According to
VeryWell Mind, consumer psychology is a speciality area that studies how our thoughts, beliefs, feelings, and perceptions influence how we buy and relate to goods and services.
In this article, we shall take a peek at five ways in which you can use psychology to drive sales, and you may be surprised by how easy it can be.
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Create Curiosity
The best way to drive sales in your business is to do something unusual. People are drawn to unusual things. Attempting to bring novelty in product and marketing can draw customers to patronize your business. There are various ways to create curiosity in products and services. You can adopt the “Limited Edition” strategy. This incorporates novelty with exclusivity. Another is to pose like you are giving the customer something they see as special and personal.
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The Happiness Principle
Happiness is an innate desire in every one of us. When we purchase a product we love, we tend to be happy. What more? When we feel good about a potential purchase, we are more likely to buy. The best way to drive sales is to make the consumer feel assured that he will be a happier person when he buys your product. The best way is to inform them through various means, which include adverts, online and one-on-one marketing, that your product will enhance their pleasure. To ensure that they don’t leave without patronizing you, show them how to use your product and derive its maximum benefits.
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Human Touch
Another consumer behaviour technique you can apply is using the human touch. This is when you use storytelling to market or showcase your product or service. The story should tell about how your products or services can enhance the lives of your customers. You can use the testimonies of customers who have benefited greatly from your service or product as a tool for storytelling. Sell positive stories about your product and services, and ensure that your audience can relate to them.
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Stimulate Curiosity
Another consumer psychology in which you can use to pull up sales is to stimulate curiosity in your customers. You can do this withholding something back, like a secret. Don’t spill out all your information, rather create product suspense that leads somewhere. According to
Five Channels,  “subconscious needs and habits to influence purchasing decisions.” You can do this through your business website or landing page. Ensure that all details are not spilt. Use bait to make them click. And when they do, ensure that the remaining information is worth the suspense. Ensure that they are well informed and their curiosity satisfied so that they can strike a deal with you. This is a great way of providing consumer engagement, and it also works with the next point.
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Create Anticipation
Creating a build-up about your product can have a massive effect on sales. For example, big consumer brands understand the power of creating anticipation, which is why they create hype about their products long before they launch them. They build a lot of marketing buzz around their products or services, highlighting how important this product is going to be, what an improvement it is over existing or competing models, and why the consumer needs it. Inform your audience that there is something great about to emerge, give them the impression that what you’re proposing will make a huge difference to their lives. This is how the big companies whip up a frenzy: Witness the lines waiting for a new-release Apple product, for example, eager to get their hands on it first. You can do this with your marketing and see how word of mouth works even in the digital age.
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This article was first published on 4th January 2022
nnaemeka-emmanuel
Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.
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