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Buyer Triggers

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BUYER TRIGGERS:

The mind is the root of every action and reaction in our world. What we do physically is merely the manifestation of what’s going on in our mind. Our actions are extensions of our thoughts. Even when our actions seem to go against our thoughts, they are in fact drive by our subconscious compulsions. Every action and reaction can be trace back to the human psyche. Customers, consumers or clients are no different. People decide under the influence of psychological triggers. These psychological triggers can be influence by many factors. While there are dozens of elements that can influence the psyche of an individual,here are the ten most important psychological triggers that convert leads into customers.

1. The Quest for Pleasure:

Every human being is draw towards pleasure and is averse to pain. No one wants to suffer and everyone wants to have a good time. This desire to be pleasured drives people to buy specific products. As a company, marketing professional or salesperson, you need to present your product or service in a manner that will help the lead to imagine some form of pleasure. The product or service could be anything, right from a foot massager to more data in a postpaid plan. Affordability will always be a quintessential^ influencing factor but the lead will at least be interested in buying or signing up if pleasure is assured. The worst selling products or the duds in any industry are those that exist without offering any substantial pleasure to its intended customers or users.

Now, pleasure is not always physical or emotional or psychological. It varies from person to person. Pleasure needs to be well defined in the context of the product and given the kind of audience you are targeting. Once you identify the exact the formof pleasure your audience wants, strategize your marketing campaign accordingly. It is not necessary for a materialistic product to lack emotional pleasure. And an immaterial service to have no physical pleasure. Smart marketers know how to package their product or service and how to convey the message.


2. The Pursuit of New and Original:

People love new stuff. It doesn’t matter what the product is. New clothes, new shoes, a new car, a new house, a new phone, a new laptop, a new set of speakers or it could be a new set of wine glasses. Everything new has a special appeal. It helps if the product is also an original. That is to say it is not the run off the mill stuff that is already aplenty in the stores. The pursuit of new and original can be explain using the proven fascination with novelty. Studies have proved that exposure or anticipation of novelty items increases the secretion of dopamine in the human brain. Hence, it is a neurological trigger.

Let us illustrate this reality using two simple examples. Every smartphone maker and automaker in the world keeps releasing new variants of their existing models. Other than the rare instance, there is hardly any significant change or improvement inthe subsequent variants. You can consider everything from an iPhone to a Galaxy, a Volkswagen to a Toyota. The existing models are repackage, some specifications are tweak, some features are upgrade just marginally and there you have a newly manufacture phone or car. This new original product builds anticipation and is satiating for many people.

3. The Quintessential Reason:

Every product in the world has multiple features and at least one benefit. Else, the product should not exist. The features and benefits will do their job to capture attention. And will trigger some interest in the people. But they are not enough to drive the sales. You can talk as much as you want about the benefits or features. And yet you may fail to convert a lead into a customer. The reality is simple. The lead is waiting for the quintessential reason. Many marketers and salespeople have been misled to believe that people need many reasons to buy something. It is absolutely not true. Most people don’t even know all the features of products. That they have purchased. The average consumer is not that savvy or interested.

The average consumer has a lot of stuff on their plate. They need one good reason. Let us talk about organic food or green tea. Does any average consumer know all the differences between organic food and inorganic food? Does an average consumer know exactly the difference between green tea . And what has been call tea for ages? Even those who drink tea everyday don’t know the difference between normal tea and green tea or black tea and yellow tea. People have one good reason to opt for organic food or green tea. And that has been enough to promote these two products across the world.

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