3 Covert Psychological Strategies Used by Large Corporations to make you buy!
“...In less than 100 words tell us why you buy our product over the competitors”
No doubt you have all seen these types of innocuous competitions run by the majority of large corporations, however, have you ever thought about WHY they do it and WHAT EFFECT it has on those who participate because the answer is far cleverer than you would ever dare imagine?
Before I reveal what 3 psychological triggers they are employing to generate huge additional sales, I first want to place the concept in a completely different environment.
It’s Just the Way You are Wired!
Unsurprisingly, this weekend will see me in front of the TV with a few friends and like millions of other boxing fans we will be watching the World Heavyweight clash between David Haye vs Wladimir Klitschko. As part of the build up people throughout the world will be discussing who is going to win, in what round and what tactics are needed for their favourite fighter to win the fight.
The same it also true for fans of Andy Murrey or just Wimbledon 2011 as a whole. They too will be analysing current form, who the opponents are and previous meetings between their two favourite tennis players.
What happens next is the Psychological Sales Trigger that large corporations have been employing to get YOU to BUY for years....
Don’t Believe Your Own Hype!
So, if you are a fan of David Haye, Wladimir Klitschko, Andy Murrey, Manchseter Utd, Lewis Hamilton or the mighty Southampton [had to get that in there] then you would have or just about to experience this psychological effect of commitment.
As part of any sporting event it is almost become ritual to discuss who is going to win, by how much and why. Naturally we want to justify to others as to why we believe we are right and other ‘less informed’ fans are totally wrong. It is when we justify our choices that this psychological strategy takes hold.
Equally the same is also true if as part of your working role you have to present a new idea, a new concept or justify making a decision to a spouse, staff member or a business owner. It’s the act of justification that will get you every time!
KEY CONCEPT – When you justify a decision, idea or point of view, you become much more attached and committed to it which makes it virtually impossible for someone else to change your mind.
You Just Can’t Help It!
The bell for the opening round is about to ring. For the past week you have been telling everyone how David Haye is going to beat Wladimir Klitschko in the middle rounds due to his faster speed, quickness of feet and superior boxing skills. You have been totally convinced of this after having debate after debate with other boxing fans. NOTHING can change your standpoint on the outcome of this World Heavyweight Unification Fight.
“... Haye is on the canvas! Is he going to beat the referees count? 7 – 8 – 9 – 10... That’s it, it’s all over, David Haye has been beaten by Wladimir Klitschko in the 10th Round to become the undisputed Heavyweight Champion of the World”
[I hope this doesn’t come true!]
What happens now is utterly amazing... Those who were so committed to David Haye will now say things such as:
· I knew I should have gone with Wladimir Klitschko
· I had a feeling he was going to lose
· I always did have my doubts about David Haye
KEY CONCEPT – People will stay committed and LOYAL to a decision, concept or product until it has been proven to have been a bad choice.
How Have the Big Corporations Used This?
“...In less than 100 words tell us why you buy our product over the competitors”
Do you think that the company who ran this competition knew this? Categorically they do because I’ve told some of them how to do it!
As soon as a customer writes and expresses their views about why they choose a manufacturers products over the competitors they become much more committed to that decision and point of view.
Just think about when someone says to you, ‘Why did you choose....XYZ?’
As soon as you justify your decision you have now become emotionally and psychologically bonded with it. So much so that if they then question your decision, you will now defend it more so than before making you totally loyal to that decision.
That’s why they ask you to express your view... It keep you loyal to their product and brand! Amazing.
Psychological Trigger Number 2
“...In less than 100 words tell us why you buy our product over the competitors”
Is there a better way of receiving thousands if not millions of glowing testimonials from unsuspecting participants and without them ever knowing about it?
Surely you’re just entering a competition aren’t you? Absolutely NOT!
A new 50’’ plasma TV in exchange for 100,000’s exceptional testimonials... Could they be that cynical?
Psychological Trigger Number 3
“...In less than 100 words tell us why you buy our product over the competitors”
As we said earlier, once you make a stand about a decision it is virtually impossible for someone else to change it.
The ‘competition company’ now have you and your loyalty forever and a day! They know you will not only keep buying their products, excepting their special offers and trying new ranges but will JUSTIFY their brand to others who currently don’t use them but question you!
YOU DIDN’T THINK IT WAS A GENUINE COMPETITION DID YOU?
Now it’s YOUR Turn!
Do you now not think it is about time you asked your customers to verbalise or write down why they choose YOU over your competitors?
Key HINT – Maybe you could be entering a national business or industry award and wanted to know what your customers thought of you? [Just a thought!]
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