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The Psychology of the Purchase: Transitioning a Lead into a Buyer

The Psychology of the Purchase: Transition a Lead into a Buyer:

Humans are hedonistic in nature. We all are in pursuit of pleasure and self-indulgence as we work towards the satisfaction of our individual desires. It’s just who we are.

Getting more customers doesn’t require hypnosis. It doesn’t require hard sell tactics, tricks, gimmicks, or shiny-object marketing. It just means learning to understand the psychology of the purchase,  more specifically how your buyer thinks, and why.

What makes a sale?

Is it the flashing lights, the theme song, the catchy slogan, or the tv ads?

Truth is, most of the decision to make a purchase occurs within the buyer’s subconscious mind.


As a seller, this can be used to your advantage.

You can obtain the power to alter the decisions your consumers make, by understanding the way that they think. Actions can be driven by triggers, and by identifying those triggers, you gain control of your buyer’s pocket. Consumer’s will always spend money they don’t have on happiness they think they can buy.  

Customers don’t really want to buy your product. Customers want some form of outcome in their life that your product provides. If you can tap into that, you’ve struck gold.

Sell the Outcome:

I am sorry to tell you, but more often than not, your customer’s initial thought isn’t to buy your product. But rather, what usually precedes is the thought of wanting some form of outcome. This means your job isn’t to sell your product, your job is to sell the outcome your product provides.

Locate a problem in the life of your target market that needs to be fixed, and then demonstrate how your product fixes that problem.  More importantly, how can you set yourself apart from others in your market who claim to provide the same or a similar offer to you.

Consumers are focused on the end result, which means you should be too!

Value and Relation:

The modern consumer seeks high value for their dollar. They also seek to be made to feel special, like your product was made specifically for them, and their needs, to address issues that they personally face.

Show how your product is both valuable and relatable to your consumer audience.

Make your product appear as if it already seamlessly fits into your consumers routine or daily lifestyle.

Be Proactive, be Prepared:


Demonstrate to the consumer how you can overcome their potential objections. Lead your consumer through their buyer’s journey, with ultimate focus on moving them down the buyer’s funnel and closer to purchase.

Ensure you are positioning yourself to be better than your competition from the start.

Ask a potential buyer (or group of potential buyers) to voice their concerns related to the product before you initiate a sales pitch, or begin advertising. Find out exactly what your consumers don’t want, so as to ensure you can steer clear.

It’s a Dangerous World:

The human brain is always seeking comparisons.
Make your consumer feel like they can’t be without your product.

There is one thing humans are concerned with more than the pursuit of pleasure, and that is the avoidance of pain.

Instill the idea of some type of danger or negativity, and associate it with not having your product. Then, work to position your product as the solution to the presented negative.

The Shiniest on the Shelf:

Yes, your product needs to be shiny, but don’t exude a mass amount of effort just trying to make your product look like the shiniest on the shelf.

Customers want real working examples. They want references. They want to know who has benefited from your product, and in what ways? How can your customer ensure they will receive a similar benefit?

Work to link your product to benefits that core customers want, or have received.

Consumers want value. Value from your product that transcends into value for their dollar.


Sources:

http://infographicsmania.com/5-conversion-rate-tips/

https://www.pinterest.com/pin/459226493229272918/

https://blog.kissmetrics.com/15-psychological-triggers/

http://digitalintelligencetoday.com/30-more-psychological-nudges-to-get-people-to-buy-from-the-small-big-speed-summary/

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