Demand must always exceed supply. Otherwise, no one will need your product.
Almost everything is sold this way today. Courses with a limited number of students. The amount of goods left in the warehouse that will be sold out tomorrow. There are no analogues to these services. The wording can be anything.
What is being sold is not the product, but the feeling of being chosen. Brilliant, but it works. The perfect demonstration of this principle is the Birkin bag from Hermés.
Birkin bag from Hermés
"Every woman has a bag, but only a select few have a Birkin"
To buy a Birkin, you don't italy email list have to have money. You must already be a Hermés customer with an impeccable reputation and a total bill of 10,000 euros, preferably in one boutique.
Once you place an order, you are put on a waiting list for up to 1 year. During this time, you need to behave very well – regularly spend suitcases of money in brand boutiques, inquire about the order, be nice to consultants. And you know what? So far, the company has not had a shortage of clients.
Make your products popular
"Bestseller", "Buyers' Choice", "Product of the Week", and the presence of reviews are ideal tools of influence. Social proof in action.
"When we are unsure of ourselves, when uncertainty reigns, we tend to look to others and accept their actions as correct."
It would be better, of course, to try it on yourself, but who wants to waste time on your own rake. The crowd effect works more powerfully than other tools.
Attract authorities and push your expertise
Today, another name is trending – “personal brand”. If a famous actress on the screen says that this cream helped her get rid of wrinkles, the number of people willing to buy it increases.
Image from the book "Psychology of Influence"
From the book "The Psychology of Influence" by Robert Cialdini
Why? Because it is an authority. That is why toothpaste is advertised either by actors with snow-white teeth or by actors in medical gowns. Inspire trust, and customers will come to you themselves.
Mirror the buyer and manipulate the feeling of gratitude
We unconsciously show sympathy to those who share our views, are similar to us in appearance, are on the same rung of the social ladder. In addition, an attractive salesperson (even if it is his voice) will sell more.
Golden rule! Provide a service, and only then make a commercial offer.
This works very well when collecting contacts of potential clients. You offer useful documents, free checklists or a Lenten menu for a week. When you start calling these people, they are more willing to make contact and agree to buy your services.
Let's sum it up...
The book is amazing. Specific working triggers with examples of use in real business. In total, more than 15 different principles, tools, rules and levers of influence.
Very useful advice for improving your skills in interacting with people and an explanation of how our brain works – why we tend to trust authorities, why we follow the crowd and still fall for red price tags.
Well, and other useful things and entrepreneurial insights that you can discover for yourself after reading this wonderful book.
What methods of influencing the client do you use? Share in the comments.
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