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And now we are moving on to psychological techniques, which the sellers can use to convince the buyer more easily, by resorting to the subconscious level. We will define the most important techniques and give an example for each of them. Firstly, the seller could give the buyer fewer options, so that the buyer has an easier choice. According to the Paradox of Choice, when the buyer has too many options, it is harder to make a decision. For example, if the phone you want to buy is only available in 2 colors, you will not spend so much time on thinking about your choice compared to the case when your phone is available in 10 colors. Second, the seller can use the leverage loss aversion technique, by explaining to the buyer what he/she would lose if they don’t buy the product. This technique focuses more on describing the things people will miss out, rather than the added value of the product. For example, the seller could say that the buyer’s competitor will have an advantage over them if they don’t buy the product. Next, the seller could adopt an authority attitude, by showing a lot of self-confidence and credibility in their expertise. For example, if you manage to convince the buyers that you have years of experience in repairing cars, it would be easier for you to sell a specific car part. At the same time, a seller shouldn’t forget that they should act like a friend, not a salesperson, should be amiable and make the customer feel comfortable. Furthermore, social proof is a technique that always works well, as it convinces the buyer that other people also use this product and are happy about it. For example, this technique is used in different commercials, where we are provided statistics like “8 out of 10 Latvian people use this product”. Also, the feedback/social score/reviews play an important role in the decision making process of the customers. Next, the seller could ask psychological questions which would make the buyer come up with arguments. The buyer would end up convincing him/herself that the product is worth buying. The seller could use questions like “On a scale from 1-10, how much would you need it? Why didn’t you give the product a lower score?”. Another important tool of the seller is the fear of missing out (FOMO) of the customer. If the buyer feels there is some time pressure, other interested customers, scarcity of the product and probability of price going up, they will most likely go with the purchase right away. This is the technique used by many airline companies when they say that there is only a small number of seats available at this price or available in general. Moreover, the seller should also focus on the body language he/she uses. People say that a true salesperson can sell something without even opening his/her mouth. One body technique is mirroring, and it implies imitating the buyers’ body language. This shows subconsciously that the seller is on the same wavelength as the buyer, and that the seller is behaving familiarly, similarly and in a friendly manner to the buyer. Furthermore, on the same topic, we could mention the importance of active listening, which implies letting your customer talk, by encouraging them to open up their soul to the sellers. This way the buyer starts trusting the seller more and more, and associates the product to a thing that would be recommended by a friend.