Sales Psychology: 6 Marketing Principles To Success

There are certain psychological selling strategies that you can easily incorporate into your marketing plan.

If you are just starting out with your business, you are starting to realize that you need certain fundamentals to ensure your success. Values ​​such as trust and authenticity are essential to your corporate culture. 

Additionally, there are 6 marketing principles smart online marketers and successful entrepreneurs use to generate income. These marketing principles work both online and offline. They influence the consumer’s psychology and trigger the desire to have the product on offer. 

So in this article, we want to bring you closer to the best tips and tricks in sales psychology.

Sales psychology as the basis of marketing principles

If you want to establish yourself on the market with your blog, products or services, you first face the challenge of being noticed. Getting customers to notice your company and then convincing them is a difficult task. And that’s exactly where sales psychology and the six marketing principles that Robert Cialdini set up come in. 

Cialdini is an American psychologist, researcher, and professor of psychology and marketing. He wrote down his findings in his book “The Psychology of Persuasion”, which has sold more than three million copies worldwide. Although Cialdini his six principles of persuasion for classic marketing developed, they are now also applied to online marketing. 

And because of the great success of these marketing principles within sales psychology, we now want to introduce them to you in detail.

1. Marketing principle: reciprocity

Reciprocity is one of the most powerful principles within sales psychology. Because reciprocity describes that we humans treat our counterparts as we are treated by them. 

So when we get a favour from someone, we want to give something back to that person. In this case, it is really important to us not to be in debt and therefore we often give back even more than we received. 

This effect can be intensified if the first favour is particularly meaningful and valuable. Especially when this advance payment comes unexpectedly and is even individually adapted to the gift recipient.

This marketing principle of sales psychology can be cleverly used in online marketing. For example, you can offer high-quality content to attract and convince your customers. This can be implemented in the form of free eBooks or free webinars. 

If a customer has already bought something from you, give them a free sample or a discount voucher. In return, customers or potential customers may subscribe to your newsletter, like your social media channels, or choose one of your products directly.

2. Marketing principle: sympathy

Basically, we are more willing to listen to people, trust them and let them convince us if we find them likeable. And whether we find someone sympathetic depends on various factors. 

  • Is our counterpart similar to us or can we identify with him? 
  • Does our counterpart appear attractive? 
  • Do we get praise and recognition? 
  • Do you feel a certain closeness to each other that triggers intimacy? 
  • Does our counterpart appear honest? 
  • Is he or she successful? 

So if you combine a few of these qualities, you can convince potential customers much more easily to actually buy your products or services.

But how does this theory work in practice? On the one hand, frequent contact with the customer can already create a certain closeness and familiarity. Someone who e-mails frequently, or even has a strong presence through pictures on the website, appears to be engaging with customers and gives the appearance of genuine interest. 

On the other hand, personalized addresses in newsletters, e-mails or other communication channels can reinforce this effect of sales psychology. You can also appear sympathetic to your target group with appropriately created personas.

3. Marketing Principle: Social Proof

The fact that humans are herd animals becomes clear at the latest through the marketing principle of social reliability – also known as social proof. Because we humans judge a situation as correct if we can also observe the same behaviour in other people. Do we sit in an empty café when the restaurant next door is busy? Do we buy product A if product B has more customer reviews? So social proof makes us look to the majority and draw our conclusions from that. Social proof is particularly influential with people who are very insecure and have not yet decided on a specific action.

This effect can also be used in online marketing. Have customers bought one or two products significantly more often than others? Then point this out to other customers and convince them of the satisfaction of previous customers. In general, it is worth making successes visible. Does your website have an above-average number of visitors? Do your social networks have a particularly large number of followers? Are your sales very high? Or do you have well-known people among your customers? Communicate these successes and advertise them so that the unsure potential customer is encouraged to buy. However, make sure that everything here is always true and that you advertise with people and names who have given you their consent.

4. Marketing Principle: Authority

Another marketing principle in sales psychology is the principle of authority. People believe and trust other people in positions of power much more than people in positions of inferiority. So if you are more successful, more powerful and better known, we give you a leap of faith and act according to your instructions. 

Often we don’t even have to be convinced of their authority and knowledge, since even simple symbols already trigger this behaviour. Everyday symbols that exude authority are, for example, work clothes, titles or status symbols such as cars or expensive clothes.

Your own online marketing can also benefit from these symbols. There are special trust seals for websites, which on the one hand exude expertise and on the other hand appear very trustworthy to users. In addition, specialist articles, contributions from external experts or listed studies can also stand for authority and specialist knowledge and convince customers more quickly. 

So think carefully about how you can use authority as a building block of the six marketing principles.

5. Marketing principle: scarcity

If goods are available only rarely or in small numbers, these goods appear more valuable. The principle of scarcity describes exactly the fact that we feel products or services are all the more valuable, exclusive and important if they are only available to a limited extent. 

In addition, we have the feeling that we have to act quickly since there may soon be nothing more available and we don’t want to “miss out” on anything. A shortage can therefore arouse and above all increase the desire for a product. It becomes particularly urgent when we know that we are in direct competition with many other people.

And that’s why scarcity is often used in online marketing. Because with this marketing principle you can reduce your own goods and thus quickly increase demand. 

Even small information on your website such as “Only 50 copies available” or “This product has already been sold 10 times today” can encourage the customer to buy or at least ensure that you keep an eye on the offers. However, make sure that your offers really match the stock, otherwise, warnings can quickly flutter in.

6. Marketing Principle: Consistency

We, humans, are not just herded animals, we are also creatures of habit. This means that we stick to our decisions, values ​​and viewpoints once we have made them. We are simply reluctant to question everything over and over again and to reorient ourselves time and time again. According to Cialdini, we feel the need for consistency.

But how can we use the marketing principle of consistency in sales psychology in online marketing? Basically, all you have to do is know your target group and your customers well. If you know their values ​​and ideas, you can start right there. If you know exactly that your target group has a high need for security, then you should make exactly that topic when you make contact. 

If your customers react more to emotional offers, you create emotional content to lead them to your product. Everything you know about the habits, interests and values ​​of your target group, you can skillfully use for yourself.

Conclusion: Use sales psychology for your online marketing

Of course, one or the other marketing principles can sometimes be more or less integrated into your strategy. But wherever possible, you should benefit from this knowledge. Because the integration of a small info button is often relatively uncomplicated but achieves a significant effect in terms of your marketing goals. 

Basically, you should always keep in mind that the more you know about your potential customers, the better you can address them. So use these marketing principles from Robert Cialdini and try them out: Success will surely come soon and take your business to the next level.

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