We all know about the marketing calculus put in place to help encourage our purchases because most people have been targeted with it since they were children. Think of the toy adverts you saw on television as a child. Often, they were action-packed, fun, showing the cool things each toy could do, showing happy children playing with the product, all cloaked in the implication that yes, you’re having fun, but not this type of fun.
It’s all designed to make children, and of course, later adults, think they don’t have what they need until they’ve purchased X product. But while this can encourage a purchase, finally deciding to accept and pay for an item or service takes a few more steps.
Understanding the wider principles here can help you smooth that process, even if you’re using a website, a retail store, a banner advertisement, or a street salesman pitch to try and encourage that buy. But what are such principles? What psychological elements are in play here? Let’s consider that, below:
Calm Accessibility
It’s easy to think that convincing a purchase is all about making someone excited and beside themselves with envy, but that’s not necessarily true. People make purchases when they can relax and understand the options in front of them. If they feel rushed, they often feel less connected to their options.
A calm, accessible atmosphere can massively influence a buyer’s decision. This isn’t just about physical spaces such as implementing a clean retail space with music for shops playing – it’s also worth considering your online storefronts.
It person, that can mean wide aisles, clear signage, and a logical layout with clear prices and easily reachable products. Online, intuitive navigation, fast loading times, and easy-to-find product information are key, especially if they don’t have to reach out to your chatbot or team to get more info. The goal is to remove any friction that might deter a potential buyer.
Motivation, Fun & Comfort
Purchasing should feel good. That’s why they call it retail therapy after all. For this reason, it’s important to consider how you empower and even flatter the audience by making a purchase. Think about how Apple packs their iPhones – with just enough flair so you feel smart for buying into that economy.
To do this you need to know what motivates your buyers. Are they looking for a solution to a problem? A way to treat themselves? A way to impress others? This gives you a standing point to move forward. Someone buying a Rolex is hardly just doing so to tell the time, for example. There’s a whole prestigious element to that, and it’s worth understanding.
In some cases, this can help you determine the trimmings you implement around the purchase itself. You might have a dedicated salesperson, or perhaps just a calm waiting area where someone can talk through a representative. Or, you might make the checkout process easy and accessible for returns. It does make a difference.
A Sense Of Fair Play
One principle has been true since the first days of commerce until today – no one likes feeling as though they’ve been ripped off. If you charge higher prices than your competition, make it obvious why. It might be that you offer better materials, a superior service, or a great aftercare program.
Alternatively, you could focus on being just as effective as those in your competition. For example, some firms offer price-matching policies or bundle deals so their audience doesn’t feel like they need to constantly check other sources. These strategies not only provide value but also demonstrate that you’re committed to giving customers the best possible deal. People want to think the companies they support have their best interests in mind. After all, without you, the consumer, nothing happens.
Remember, a customer who feels they’ve been treated fairly is more likely to become a repeat buyer and recommend you to others.
A Complimentary Action
The art of a good deal is making sure the other person think they’ve gotten away clean and haven’t been driven too hard a bargain. This strategy works on multiple levels. It increases the perceived value of the purchase, it can differentiate you from competitors, and it leaves the customer feeling like they’ve gotten more than they paid for. It’s why if you pay for enough goods, companies will offer delivery for free. They may offer you loyalty points. It all counts.
With this advice, you’ll be sure to enjoy the constituent psychological elements of making a purchase.