Successful sales people don’t just talk prospects into buying; relying solely on their spontaneity and colloquial eloquence. They have a proven methodology of pursuing, nurturing, and converting leads, that they use every single time.
The modern-day customer is very well-informed, so winging it just doesn’t cut it anymore. You need to understand how your target market thinks and use relevant sales techniques accordingly. You need to start believing in the science of conversion, as much as you believe in the art of conversion.
Many researchers have tried to study the human mind more extensively in the past few decades. They have come up with valuable insights regarding the factors that affect our brain’s decision-making process. These insights have spawned a new approach which is been actively adopted by sales experts from all over the world. The approach is known as science-driven selling.
What is science-driven selling?
Put in simple words, science-driven selling is a sales technique that uses the principles of neuroscience, behavioral economics and social psychology to form methodologies that enhance conversion.
It basically forces you to stop relying on your hunches (however educated they might be) and instead allowing science to dictate your actions. It lets you take a peek inside the customer’s brain, and figure out how you can make them go, “Yep! That’s what I am buying!”
This might seem diabolical or far-fetched, but at its heart, it’s just years of research bringing a paradigm shift in the way we sell. If you are still not using research-backed sales techniques in your business, then now is the time to change that. To help you get started, we have compiled a list of the 5 most powerful sales techniques that will definitely help you convert more.
We all love telling stories, and honestly, if they are any good, the audience loves hearing them. Science tells us that it’s time we start telling stories during customer interactions, as it gives us more chances of conversion. Researchers believe that when people find traits similar to theirs in characters of a story, they feel an inclination to identify with them, which eventually enhances chances of persuasion.
However, sharing a story relevant to the lead/customer takes some brainstorming. This is once again an area where you can’t apply the one-fits-all principle. Remember, you are trying to form an emotional bond here, so be as personal as you can. Here’s how you can proceed:
- Find out where your prospect works, what their designation and duties are. If you have access to their purchase history, then that’s handy too.
- Get your thinking cap on and try to find a previous customer who was in a similar situation.
- Hit hard on a pain point (or two) that the customer had, and which the lead can relate too as well.
- Start by presenting the problem and finish the conversation/message with the solution.
The 5-minute rule
Customers don’t like waiting. Be it a long line at a Tesco, a slow-loading website, or a lazy sales team; a customer would rather “take their business elsewhere” than wait. Today, we even have stats to back this up. Research conducted by Velocify shows that leads are likelier to spend if you respond to their initial request/inquiry within the first few minutes. They claim that if you react within the first minute of lead generation, you increase your chances of landing a new customer by a whopping 400%!
So, while designing your business’ sales strategy, make sure you include the 5-minute rule.
Salesy emails can put anyone out; especially the people who aren’t looking to buy anything at the moment. However, make them laugh or put a cheeky smile on their face, and they might keep you in mind for later.
Humor has proven to be a very effective way to impress potential customers. After all, who doesn’t like people with witty jokes up their sleeve?
If they really enjoy the quip, you might even get a reply. But obviously, remember that it’s easier to offend people than to make them laugh. Here’s how you can go about incorporating humor in your emails:
- Find a funny meme or a gif that you think resonates with the personality of the lead.
- Go through their social media profiles to find more about their interests and hobbies, and try to find something to refer to. For example, if your prospect is a fan of Friends, you can include a Joey dialogue in your email to them.
The fear of missing out
Customers start taking you for granted when you keep bombarding them with salesy, let-us-love-you emails. Sometimes, to prompt immediate action, you can instill a sense of urgency into the minds of the lead.
For example, let’s suppose a customer mentioned that they want to get the new system installed before the next year starts. If they haven’t responded to some of your previous messages, you can send them an email warning them that you can only adhere to the deadline if they act within the next week.
One option is never enough
Daniel Mochon, a famous researcher of consumer behavior, found out that the amount of buying options presented to a potential customer influences their decision hugely. He famously conducted an experiment in which he tried to sell a DVD player to some people. When there was only DVD player to be bought, only 10% of the people made a purchase. However, when he gave them two DVD players to choose from, he saw the sales go up by 66%!
This works because we, as buyers, feel an innate urge to be confident in our decision. When we are given multiple options to choose from, we can put our finger on the thing that is the least risky for us.
Science tells us how our planet is getting hotter, and also how we can make more sales by paying heed to research. Start using any (or all) of the aforementioned sales techniques within your customer journeys and you’ll feel the difference.