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In 1956, Johnson & Johnson came up with an unusual way to advertise an ordinary plaster. A hen’s egg was hung from a strip of leukoplastyka and dipped into boiling water. For 15 minutes. In this way, without unnecessary words, the viewer was shown simply and clearly that the plaster does not lose its adhesive properties even in boiling water!
Buyers are usually critical of the conclusions that the salesperson draws in his advertising message and sales funnel. They perceive such information as a common marketing ploy. You must agree that it is not very pleasant to realise that we are constantly being motivated against our will, that our minds are being manipulated, that our weaknesses are being exploited and that we are being pushed towards certain decisions.
Give the buyer arguments
Give the buyer arguments and they will draw their own conclusions. This is the best way to sell a product without objection or mentoring.
There is a huge difference between the behaviour of a professional representing a company and that of a typical pushy salesman. Don’t be a salesman who is a walking catalogue of products and doesn’t care what the customer thinks.
Emotional drivers
Every purchase is associated with certain emotions. Positive ones: joy, pride, altruism, ambition. And negative ones: fear, shame, guilt, envy. The salesperson usually influences both groups by “loading” one or the other driver emotion.
Give the customer the opportunity to judge the quality of the product and its benefits for themselves. Create an emotional connection between the customer and the product. Share purchase stories. In a humorous, simple and unusual way. People who feel emotionally involved are more likely to trust such a presentation of information. Use your website and social media. A small emotional addition to the product description in the product card (also in the marketplace) is not superfluous. Stand out – in e-commerce this is a step towards sales.
Persuade, don’t pressure
Discounts, promotions and “pain” are effective but toxic sales tools. People don’t like to be manipulated. Remember that the average web user’s attention span is less than 9 seconds. What problem does your offer, product or service solve? How does it make life easier or improve the quality of life? Write or speak clearly and concisely (in short videos, articles or infographics) about what will appeal to the customer (quality, reliability, simplicity or uniqueness).
Data and statistics
We trust facts and figures more than the words of a sometimes unknown salesperson. Use statistics and testimonials in your sales strategy. Any messages you send to your customers should be relevant and personalised.
- 71% of buyers want to call or email salespeople early in the buying process.
- 80% of consumers look for comprehensive information about a product or service before making a purchase, comparing prices, reading reviews, researching features and functionality.
- 75% of shoppers are interested in personal experiences, recommendations and purchase stories.
- 47% of shoppers make purchase decisions based on positive customer service experiences with other customers.
- 87% of shoppers believe that salespeople should be exceptionally knowledgeable.
- 82% of shoppers believe it’s important to get real-time answers to their questions when shopping online.
Reviews and testimonials
Few people don’t read reviews and testimonials – a pretty powerful online persuasion tool. This can be a built-in review system on a seller’s website or online store, or reviews on social media or third-party platforms. Detailed product descriptions, video reviews and instructions help shoppers understand the product better.
Dynamic videos and gallery of popular products
Visual presentations and product demonstrations in online sales allow potential customers to see the product in action. 360˚ virtual showroom technology allows you to fully immerse yourself in the space and become visually familiar with the product.
Don‘t understand = don’t buy
Impulsive buying behaviour is usually linked to a way of thinking and a certain logic. It is the salesperson’s job to understand this logic and to show a sincere interest in an unobtrusive and open way.
Stelvel Ltd develops communication strategies that help clients to interact effectively with different customer segments. Using emotional marketing formulas from AIDMA, AIDA, ACCA, we identify patterns of customer behaviour that influence conversion.