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If, like me, you didn’t major in psychology, then we’re in the same boat: running a small business and doing our best to understand our customers and prospects.

I always thought I should have taken at least one psych course, so I got super excited when I saw an infographic on the SocialFresh blog called “10 Ways to Convert More Customers Using Psychology.” No need to take a course, just read an infographic!

In the first blog post in this two-part series, I detailed the first 5 ways to turn a no (the problem) into a yes (the solution). Here are 5 more ways to do so:

Problem: Customers hate waiting

Solution: Provide instant gratification by pointing out how your product or service will solve their problems quickly

Example: Fast shipping, quick turnaround times, very short learning curve

Problem: Distinguishing yourself from competitors

Solution: Instead of slamming the competition, label your customers (see my previous blog post)

Example: Because you’re a Mac person, you’ll love my product; If you want to travel the world, my photography class is perfect for you

Problem: Unclear company values

Solution: People love brands who share the same values as them, so clearly state your values and weave it into your messaging.

Example: Donating a portion of every sale to a specific charity; only selling products made from sustainable or recycled materials

Problem: Customer is not completely confident in decision

Solution: Play the devil’s advocate and lay their concerns to rest with stats, information, examples, and case studies.

Example: “93% of our business is due to referrals from happy customers.”

Problem: Customers get bored

Solution: Surprise your customers when they least expect it.

Example: Handwritten thank-you note, box of samples, free product or service.

What have you learned about customer behavior over the years?

Image courtesy of psy.ed.ac.uk

I majored in business administration, and looking back, it amazes me that at least one psychology class wasn’t a required course for business majors – especially those of us focusing on marketing. So much of marketing and sales is based on what people respond to – which of course has its roots in psychology.

So I was delighted to stumble across a great infographic on the SocialFresh blog called “10 Ways to Convert More Customers Using Psychology.” If you have a chance to check it out, do, but if you don’t, you can rest easy knowing I did the work for you.

Here are the first 5 ways to turn a no (the problem) into a yes (the solution):

Problem: Action paralysis, in which we avoid making a decision for no good reason

Solution: Set minimums that are easy to attain.

Example: Purchase 2, get 1 free; First month free

Problem: Not feeling special; just feeling like a number

Solution: Label your customers so they feel like part of a special group.

Example: VIP; platinum, gold, silver levels

Problem: Convincing tightwads to open their wallets

Solution: Since tightwads (yes, that is an actual psychology-based term) make up 24% of buyers, you need to appeal to them by reframing the value of your product or service.

Example: Bundle products for a better price, reframe value ($2 per week instead of $110/year), roll fees into the price

Problem: Not admitting to fault

Solution: Because buyers trust companies who admit a problem is their fault, take the blame, even if it’s not your fault (really!).

Example: If a product is not available temporarily because shipment from a vendor is delayed due to a manufacturing problem, apologize and explain what you’re doing to fix the situation.

Problem: Incomplete calls-to-action (CTA)

Solution: Sales messages that convey urgency and scarcity work, but only if buyers are told how to make the purchase.

Example: Add a phone number, email address, or link to a landing page in your CTAs.

Look for my next blog post, in which I share the final 5 ways to turn no’s into yes’s.

What are your favorite tricks and tips to boost sales?

Image courtesy of psy.ed.ac.uk