You started a new business with your entrepreneurial spirit, but don’t know how to increase your sales? Comprehending the psychology of selling is crucial for achieving success in sales. Be sure that all big brands have been successful because they have analysed the psychology of their customers very well.

The father of advertising psychology: Edward Bernays

Edward Bernays, the pioneer of advertising psychology, laid the foundation for modern selling techniques by tapping into human emotions and motivations. You know, Freud is one of the scientists who left his mark on the 20th century with his views on psychology. Bernays used Freud’s wisdom in human psychology to revolutionize mass manipulation. Bernays taught American corporations how to manipulate people into buying something they didn’t need.

For example, one of Bernays’ most well-known studies is about women starting to smoke. In the early 20th century, women smoking was generally frowned upon. Therefore, most women did not smoke, or if they did smoke, they did not do so in public. Cigarette companies were looking for a solution to this problem, which affected half of the market. Barneys found a solution with Freud’s theory of the subconscious. According to him, for women, the cigarette subconsciously represented the penis. In these years, when feminism was becoming increasingly popular, Bernays succeeded in turning cigarettes into a symbol of women’s strength and freedom. And he did this only by handing cigarettes to women in a freedom march.

Here are some of the strategies used by Barneys

• Influencing Perceptions
• Creating Demand
• Social Influence
• Psychoanalysis in Advertising
• Creating Brand Loyalty

Little things can make a big difference

Simply strive to comprehend people, and find out how to incorporate this into your sales strategies. Here are some helpful tips for small business vendors who want to incorporate psychology into their sales strategies.

Creating Emotional Connections

Have you ever wondered why car companies give more space to children in their adverts? The answer is simple. The safety of our children is paramount, and these companies create the perception that your children are in our care.

Successful brands like Coca-Cola and Nike comprehend the strength of emotional connections in selling. By crafting compelling narratives and storytelling, they evoke emotions like joy, nostalgia, and inspiration in consumers. Whether it’s the iconic Christmas ads featuring polar bears or the “Share a Coke” campaign, Coca-Cola creates a sense of joy, togetherness, and nostalgia around its brand. By associating its products with positive emotions and experiences, Coca-Cola reinforces brand loyalty and consumer engagement. From the iconic “Just Do It” slogan to campaigns featuring inspirational athletes like Serena Williams and LeBron James, Nike inspires consumers to push their limits and follow their dreams. Small business vendors can infuse their brand messaging with emotion and personality to build deeper connections with customers.

Building Trust and Credibility

Trust is essential in sales. Brands like Amazon and Zappos prioritize customer trust by offering transparent policies, reliable customer service, and high-quality products. Small business vendors can build trust by providing honest and reliable information, addressing customer concerns promptly, and consistently delivering on promises.

Comprehending Customer Requirements

Social proof, or the influence of others on our behavior, is a strong selling tool. Companies such as TripAdvisor and Yelp use user reviews and ratings to sway buying choices. Small business vendors can showcase positive customer testimonials, endorsements, and user-generated content to build credibility and encourage sales.

Analyse the changing life

For example, Apple used this strategy very well at the very beginning. The collectivist approach had lost its importance and was replaced by a subjective approach. People were now saying, “I am important”. They started to say “I” rather than “we”. Me first! Entering the life of mobile phones with the “I-phone”, Apple had made it clear from the very beginning that it would make its users feel special. Perhaps, despite many advanced technologies and innovations in other brands, what makes Apple special is that it makes you feel special. What do you think?

Utilizing Social Proof

Social proof, or the influence of others on our behavior, is a strong selling tool. Brands such as TripAdvisor and Yelp use user reviews and ratings to impact consumer purchasing decisions. Small business vendors can showcase positive customer testimonials, endorsements, and user-generated content to build credibility and encourage sales.

Creating Scarcity and Urgency

Our ancestors fought famine for centuries. Therefore, in our collective subconscious there is the fear of “what if I can’t find it, what if it runs out”. Creating a sense of scarcity and urgency can drive sales. Brands like Starbucks and McDonald’s use limited-time offers and seasonal promotions to create excitement and urgency among customers. Small businesses can use scarcity to drive sales by offering limited quantities or time-sensitive discounts to motivate purchases. “Limited edition” will be your best friend on this path.

Offering Value and Benefits

Customers are drawn to products and services that offer value and benefits. Brands like Walmart and Costco emphasize value for money and convenience in their marketing messages. Small business vendors can highlight the unique features, benefits, and value propositions of their offerings to attract customers.

In conclusion, comprehending the psychology of selling is crucial for small business vendors to connect with customers, build trust, and drive sales effectively. By drawing on the concepts developed by Edward Bernays and studying the successful strategies utilized by leading brands, sellers can create compelling sales tactics that connect with consumers and stimulate business expansion.

Here are some books to read:

• The Psychology of Selling / Brian Tracy
• The Mind of the Buyer: A Psychology of Selling /Harry D. Kitson

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