1) Flattery
Even for those who recognise it, flattery works. In the classic book, Influence, author Dr. Robert Cialdini conducted studies proving that even in situations where the test subject knew the flattery was bogus, they still felt good about it afterward.
For a simple version of flattery that anyone can try on their next phone call… instead of the incredibly boring “How are you today?”, try telling your caller that they sound like they are having a good day.
2) Perceived Scarcity
Something hardwired in the human brain says: “When there is not enough of something, get what you can quick!” When it comes to selling, if you can create the idea that the solution you are offering is scarce, or only for a limited time, you are able to generate a sense of urgency that will generally help influence the buyer into action.
One way of doing this is by explaining why your product is unique—truly like none other on planet earth, and then that for whatever reason it will be harder to get in the coming months than it is now (i.e. a big contract is coming, entry into a new market will increase demand and slow supply, etc).
3) A Discount on the Markup
This only works for buyers that have no idea what the going rate for a product is. And it can do more harm than good on savvy buyers who know what normal prices are, resent the technique and see it as a scam. In industries where services are generally offered at a marked up price however, giving a prospect a discount can often help close the deal. The discount brings the price of the product down to its normal retail value and you aren’t sacrificing a thing.
4) Accessorising
In the property market, they call this ‘staging’. It is the process of adding a bunch of related accessories to your product (that you may or may not sell), to make it more attractive, or give the purchaser the ‘vision’ of what they could have.
Ever been to a mattress shop, and been seduced by a bed with huge down pillows, silk sheets, a gorgeous duvet and blanket… and left not with the mattress alone (which is all you really needed), but a new set of sheets and ridiculously expensive duvet? That is accessorising—essentially upselling. Top tip? Don’t introduce it into your sales pitch until you are sure the prospect is going to buy.
5) Capitalise on the 5 Senses
The smell of cookies baking, the taste of a perfectly crafted cappuccino, beautiful music, a mini ’15 minute’ massage. An age-old, but very successful sales tactic is to seduce your prospect through their 5 senses. This clearly doesn’t work for all industries—“Would you like a mini-massage with your VoIP business phone system demo?”. But for those where there is a natural fit, it can be very effective.
6) Exclusivity
Why not make customers know they are part of an exclusive club. If part of your value proposition is that you are unique, and especially if you are the top choice in your space, why not play these facts up? Know anyone that owns a Porsche? Ten pounds says they are proud to be part of that ‘club’.
Selling something is ultimately not only done best by those with a natural knack for it, but those who practice and become good at it. We are all sales people, every single one of us, and whether we use one or all of these tips next time we find ourselves in a selling situation... the more we work at it, the better we will be.
Read more about operational efficiency, producitivity and other business success tips in related VTSL Blog articles. And for the latest news from the UK's expert business phone system provider, please see our News.