7 psychological triggers to turn prospects into customers

Are you struggling to get enough new business leads? Do you have trouble convincing potential customers to say "Yes!" at the final hurdle?  Understanding psychological triggers - how buyers think, behave and make choices - gives you the secret ingredient every business owner needs to transform prospects into hot leads, and enquirers into clients.

Here are the top seven psychological triggers that work to convert them from a prospect to a customer.

1. Reciprocity

Show that you understand their position of indecision and offer to help them out with an opportunity to feel your product or service. A good example is a free sample. Similarly, being generous by extending a free gift can be a good way to bind them to warming up to you. It need not be a material token. Helping with useful tips and content can be useful for a prospect to make a decision to make the plunge to buy from you.

2. Scarcity

This can be a powerful trigger. The fear of losing out on a good bargain or even the risk of available stock getting over could urge people to buy. For example project sales with a deadline and limited time pricing. This will net in more sales and revenues.

3. Consistency and commitment

Getting your prospect to commit themselves to trying out your product is a good first step. But follow that up with enough situations where they is close to your brand and make them consistent in that relationship. For example, get them signed up for your newsletter. This will make it easy for them to try out your products, have an easy return policy so that they feel glued in to your brand.

4. Authority

The stamp of authority and the comfort of expertise can be inspiring to effect a sale. Having a dentist endorse a toothpaste or an athlete swear by their gear plants a sense of trust and assurance in anyone putting their money on such purchases.

5. Liking

This is different from the point on authority but just as effective and, in cases, more so. Having a favourite idol or a popular celebrity confirm their liking for your offering can appeal to your audience.

Creating a personality for your brand can also endear a potential customer to convert. Social media goes one step further by tactfully displaying names of friends who use your product.

6. Create a common enemy

This can be tricky but effective, if played well. Aligning your message with the needs of your prospect sends out a welcome signal. It could be a long awaited solution to a problem which your product or service addresses. An example can be your weight loss product. Talk about the benefits of your product or service, especially what mental pain it removes, then you can explain the pain as a common enemy.

7. Social proof

It is a known fact that we all depend on social acceptance. This applies for choices related to buying too. A popular brand, one that receives accolades and glowing testimonials and is received well catches the fancy of the market. These need to be publicised. Prospects latch on to these in their journey to becoming a customer.

To understand your prospect better, it is important to delve deeper into the psychological triggers that inspire him/her to accept or reject what you offer and turn them into customers.