Pre-Sales Persuasion Techniques
Introduction
Even marketing campaigns prepared with attention to every detail may have difficulty in capturing the right target audience.
What if your target audience knew about you before you even conveyed your message?
What Exactly Does the “Door to Persuasion” Mean?
Dr. Let's listen to Cialdini:
Door to Persuasion: The process of opening the senses of the people to whom the message will be delivered, before the message is delivered to them. Believe it or not; People need to be “prepared” before they can perceive your message.
If marketers understand this concept well and can prepare their prospective customers well for their campaigns, any strategy will work.
Dr. Cialdini uses the farming analogy to explain this concept better, and I think it couldn't have been better explained.
Imagine planting the best seeds you have in any soil. If the soil is healthy enough to bear fruit, your seeds will grow. So, the better your soil, the better your crop will be. Whatever your soil is, you can get it ready to plant seeds.
If we think that your seed is your marketing campaign, your soil will be your target audience who will see and hear your campaign.
Do you understand a little better? If you got it, keep reading. We have compiled 25 recommendations from the book "The Door to Persuasion" to help you decipher your target audience and get it ready to deliver your message.
Must Read: Target Market: A Complete Step-by-Step Guide For Beginners
1. Gaining Trust.
Make sure your audience trusts you before you ask for anything. Gaining trust is a way of conveying information that benefits your audience and not your business (i.e. you).
2. Managing Attention.
We all know that your action plan should be clear and precise. But there's something else that few people know: If you can focus your audience's attention in one place, you'll get better results.
You should know the audience you are trying to attract and present this information in a way that will attract their attention.
For example: Whenever you go to a concert or an event, a promotional video is played before the main event, brochures are distributed, speakers are introduced, or whatever comes to mind. While people are waiting for the main event, it is easy to get them to focus on the event.
3. Things That Seem “Insignificant” But Matter.
This is important if something is on your page, video, or email.
Of course, this may not be a button, but each part of your message should have a purpose and should be considered. Factors that affect page speed, background images, or sounds can break or shine your marketing strategy.
For example, in a study, it was observed that French products were bought more when French music was playing in the background in the market.
Must Read: Increase Your Sales by Knowing the Product You're Selling.
4. Focusing on a Single Point.
When talking about what you do best (or your products), don't talk about the competition.
Charts, where you compare your products with those of your competitors, are sometimes necessary, but not essential at this stage. You should convey the positive points in a way that gains the trust of the other party.
Talking about competition in the first place is like putting a book list on the back of a novel rather than putting reviews or information about the author on the back.
Must Read: How To Raise Prices Without Losing Customers.
5. Focus on Causality.
Let's look at two different scenarios together.
In, the benefits of the product to the customers should be mentioned,
On the other hand, show a video that tells customers how to use the product step by step, and how their lives will change thanks to the product.
Images of a product you haven't used yet keep the focus on the product. A positive link is established between success and the product.
6. Associations Come First.
We don't need to speak to an audience to promote a product. Instead, we need to communicate to impress our potential customers.
Getting your customers to see your products as solutions is the best way to quickly reach the “shut up and take my money” level in the sales cycle.
Examples: Use words and images that will appeal to the audience you are trying to influence. To get the most impact, use demographic data that addresses the character, psychological and sociological characteristics of your target audience.
7. Word Associations.
People love to label everything.
In this way, we divide things into classes in our minds without fully understanding them. In addition, for this very reason, public relations and sales departments constantly come up with new concepts.
For example; People don't like the word "liberal" so let's say "innovative". Doesn't "global warming" get much attention? How about “climate change” then? “Outdated” is not a word, but rather “unheard of” or “unpopular”.
Find appropriate language and focus on positive purposes, not negative ones.
8. Words That Are Easy To Pronounce.
While baking the cake, you need to sift the flour. If you don't, bubbles will get in your dough. If your dough is soft, people will enjoy eating it more.
Your products, sales presentations, and webinars also look a lot like cake batter. It should be pleasing to the eye and be as easily digested as possible.
Remove words that are not strictly necessary from your campaign. If you need to use it, don't forget to make the necessary explanations for people who are unfamiliar with your literature.
9. The Power of Metaphor.
Metaphors should not be taken lightly. Metaphors are one of the most powerful tools you can use in this process.
There is no other way to keep your target audience in mind and gain their trust while delivering your message.
Of course, they may not always work. However, webinars and audio presentations fall within the metaphor area.
10. Egoism.
As a song goes, "I usually want to talk about you, you, you, you. And sometimes about myself…”
Everyone wants to be talked about, about how smart he is, and how he does everything in the best way possible. If you want people to be ready to perceive your marketing message, you must constantly talk about them.
Choose words to clearly describe who will benefit from your products (you, yours, you will, etc.)
11. Hit Your Audience Twelve.
Even the questions you ask should have a positive impact on people.
Neutral or negative sentences are not enough to draw people towards you.
For example: “How likely are you to shop from brand X?” Open-ended questions such as “Are you satisfied with the existing solutions” or “Are you satisfied with the existing solutions” can make people hesitate.
You can try these sentences instead:
- How important is it to you that your company improves product benefits?
- Do you think you are effective in […]?
12. Motivations.
Most of the methods you will use in this process are things to think about.
These topics not only have a purpose, but they also have to mean something.
For example: If you are selling memberships to the Peace Corps, you cannot use someone famous in the entertainment industry. Instead, you should choose a war veteran who was born or was born during the period between the Second World War and the Cold War. Sounds logical, doesn't it?
You should make sure that the methods you use to produce the correct responses.
13. Smashing the Competition.
Showing your competitors as mundane and “behind the time” as possible can be helpful (especially when it comes to technology). But never make bad comments about your competitors. Highlight your biggest competitor and show that they have similar qualities to your other competitors.
This way your unique value and qualities will shine like a diamond.
14. Counter-Argument.
It's never a good idea to get into a discussion with your audience. But on the other hand, having an internal discussion can work miracles.
You are trying to convince your potential customers that you will implement the solutions they need.
After all, they have some reservations, too, and these reservations may prevent them from buying from you.
If you properly communicate possible objections and refute them with solid evidence, you will gain their trust.
For example: “Many [product names] take time to set up and learn how to use them, which prevents you from using the product properly. We've all been down these roads. But [explain how your product differs from others].
15. Reducing Time to Goal.
Whether they're good or not, people love to put a cross on their task on their to-do list. By breaking up long tasks into small chunks, you may feel like you've accomplished something, or adding a tab to see how far you've come in completing your tasks may help you achieve better results.
Show it to everyone, make it easy, and keep your tasks short.
16. The Zeigarnik effect.
You can use this concept, named after the Russian psychologist Bluma Zeigarnik, to keep your customers' curiosity alive.
The Zeigarnik effect is simply the fact that we constantly think about and wonder about unfinished or unfinished events. The reason why serials always end in the most lively place is that they want to use this effect.
To benefit from the zeigarnik effect, you can send e-mails encouraging your customers to click on the link, or you can write blog posts consisting of several sections that will allow you to get very important returns.
17. The Power of Mystery.
You can always make things more mysterious.
The more mysterious you are, the more loyal your target audience will be. Of course, eventually, you have to settle. If your favorite characters cannot be together in your favorite series, you stop watching that series.
Let me even give you an example.
For example: Do you know how to make the most popular and frequently used toilet paper?
18. The Power of Togetherness.
Encouraging people to do something (like singing) helps them work together and be more loyal.
Just get everyone to react, that's all. The easiest way to do this is through webinars and live broadcasts.
For example: If you're ready to make [your product contribution], hit the "yes" button on Facebook right away.
19. Refer a Friend.
If your potential customers drag a friend with them, they'll be on your radar, too. They will promote and sell your products using something you don't have: friendship.
Using the example in advice #18, why not ask them to impress their friends and get them to join your Livestream?
20. Liking.
People tend to say yes more to what they like and dislike. So get likes and comments so you can sell more.
But the “like” should be two-sided. You must tell your potential customers how you feel about them. You can either take the time to explain why you love your customers in your videos or thank them for their contribution (to your products).
21. Social Evidence.
Amazon is currently the leader in e-commerce. They seem to compete with themselves at the point they have arrived.
This is a good thing because we can improve ourselves by following their path.
For example, “Customers also bought,” “most popular,” or “customer … bought … 15 minutes ago.” sentences like
Call your developer, this works because if it didn't, Bezos wouldn't be using it on Amazon.
22. Authority.
People trust experts in their field more and give more importance to their opinions. You can use the authority based on these 3 criteria:
Message: What you say needs to be thought through, arouse curiosity, and play a little bit of psychology.
Tool: Video or audio; they all need to be well prepared, of high quality, and popular with your target audience.
Intermediary: This leads us to advice #12. The image of the speaker should be in harmony with the subject he is talking about.
23. Scarcity.
Simply put, people want more of what they have less reach for.
Software startups often use it to drive growth. For example, when you raise your price and report this change, your sales explode.
Be sure to inform everyone wisely about your price change, deal expiration date, or any other means of dealing with shortages.
24. Interchange.
People do not want to leave the good done by their nature unrequited. Even if you give them a little candy, you will get a lot in return. For example, if you invite your friends to a dinner party, they will invite you soon.
Give your customers something wonderful, unexpected, and suitable for their needs. Set no expectations and give them a chance to express their satisfaction.
25. Contextual Impact.
Most storytellers need some "stage setting" to get people's attention.
If you see the characters doing ordinary things at the beginning of a movie, you will likely love the whole movie.
You ask why?
You feel like you know the characters, which allows you to focus more on the plot of the movie.
Build your story based on the message you want to deliver and elaboratewith details that match your message.
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