Influence, a book written in 1984 by Robert Cialdini highlights the six triggers that secure sales, and interestingly they are as relevant today as they were 30+ years ago.
This principle applies to the way we feel when someone gives us something, and we feel we need to give something in return. If you’ve ever felt the need to buy something because you got a free sample, that’s reciprocity! Online, this isn’t always as easy, but giving customers a free gift or running a rewards scheme equals much the same thing.
Commitment and consistency
The psychology of shoppers is something that many have studied, and understanding how you can utilise the character traits of commitment and consistency is key to success.
Easy return policies, store rewards, try before you buy and other similar schemes all play on the idea that customers are consistent and will commit when they are assured of an easy way out – or in.
Being likeable is something we all want, and we are more likely to say yes to those we like too. Creating a likeable atmosphere is key, and whether it is getting the right music for business, such as that available somewhere like https://moodmedia.co.uk/in-store-media/, or choosing a pleasing colour scheme, being liked can easily convert into sales and success.
We are hardwired to listen to those in a position of authority, and those who seem to know what they are talking about attract customers. Online stores that speak about their products with confidence and authority tend to make sales, and those that are lucky enough to have endorsements from famous faces will do even better in the marketplace.
Connected to the principle of liking, social proof is a big seller. If a product has gained popularity from a large group of people, others are more likely to purchase it. Social proof is a lot like a word of mouth recommendation, and is essential in the current digital age, where sharing a review is so simple.
If we believe we may miss out on something, we want it more. This final principle targets consumers who may think that if they don’t buy now, they won’t get what they want. Suggesting something may be gone soon is a powerful incentive to snap it up!