Sales Action Triggers:6 Ways to Make Your Prospect Say “Yes”

POP QUIZ:What makes your prospect

decide to say YES...

...to take your CALL?

...to agree to your MEETING?

...to click on your EMAIL?

...to BUY your product?

DECISION SHORTCUTS

Often, people don’t consider all relevant INFORMATION or perform a rigorous cost-benefit CALCULATION to guide their decisions.

Instead, their brains use MENTAL SHORTCUTS to help them make decisions faster.

THE 6 PRINCIPLES OF PERSUASION

In Influence: The Psychology of Persuasion, Dr. Robert Cialdini described those shortcuts: the 6 universal “principles of persuasion.”

Sales and marketing pros can turn these 6 principles into ACTION TRIGGERS to persuade prospects to say YES.

RECIPROCITY COMMITMENT & CONSISTENCY SOCIAL PROOF

SCARCITYLIKEABILITY & FAMILIARITY AUTHORITY

Reciprocity

TRIGGER No. 1

RECIPROCITY

Why don’t you come over to our house for dinner this weekend?

PEOPLE FEEL OBLIGED TO GIVE BACK TO OTHERS WHAT THEY HAVE RECEIVED

Well that was nice! We should have her over for dinner

sometime soon...

RECIPROCITY in ACTION

STUDY: Restaurant patrons tip MORE when their waiter brings a SMALL GIFT along with the check at the end of the meal.

RECIPROCITY in ACTION

FREE STUFFFree samples, free trials, and

rewards make prospects want to GIVE SOMETHING BACK.

REFERRALSTo build good will, and to

increase the chance of RECIPROCAL REFERRALS.

FREE KNOWLEDGEProspects will pay you back for free ADVICE and IDEAS (tips,

guides, white papers).

DO YOU USE RECIPROCITY? HOW?

KEY POINTS

People don’t like to feel indebted, or to take more than they give

Give something away, then ask for something in return

Unexpected / personal gifts = most effective.

Commitment & Consistency

TRIGGER No. 2

Will you give money to my cause?

PEOPLE LIKE TO BE CONSISTENT WITH THE THINGS THEY’VE PREVIOUSLY SAID / DONE

COMMITMENT & CONSISTENCY

Will you sign my petition?

Well I’ve already expressed my support, so… sure!

Sure!

COMMITMENT & CONSISTENCY in ACTION

STUDY: People were more likely to agree to put up a “Drive Safely” YARD SIGN if they’d already agreed to put a SMALL STICKER in their window.

DRIVE SAFELY!

DRIVE SAFELY!

FREE TRIALSWhen you get people started with your product, they’ll be

more likely to KEEP USING IT.

TESTIMONIALSPublic statements of support

lead to increased CUSTOMER LOYALTY.

LISTENINGWhen your prospects verbalize their priorities, they’ll be more likely to ACT to address them.

DO YOU USE COMMITMENT & CONSISTENCY? HOW?

COMMITMENT & CONSISTENCY in ACTION

KEY POINTS

People want to follow through on commitments

Small commitment now leads to big commitment later

Voluntary, active, public commitments = most successful

Social Proof

TRIGGER No. 3

I love this product! Everyone I know loves it, too.

PEOPLE LOOK TO THE ACTIONS OF OTHERS AS A GUIDE, ESPECIALLY WHEN THEY’RE UNCERTAIN ABOUT WHAT TO DO

I wasn’t sure about it, but it sounds like everyone likes it, so

I’ll buy it, too.

SOCIAL PROOF

SOCIAL PROOF in ACTION

STUDY: People are more likely to REUSE HOTEL TOWELS when there’s a note suggesting that the majority of OTHER GUESTS do so as well.

75% of guests who stay in this room

reuse their towels. Please help protect the environment.

The Management

CASE STUDIESTo describe WHO YOU HELP,

and how.

TESTIMONIALSTo demonstrate the SUPPORT and ENTHUSIASM of clients.

CHEERLEADERSReferrals from TRUSTED

SOURCES are esp. effective.

DO YOU USE SOCIAL PROOF? HOW?

SOCIAL PROOF in ACTION

KEY POINTS

#FOMO: Fear of missing out

Safety in numbers: if others are doing it, it can’t be bad

The more specific the social proof = more effective

Likeability

TRIGGER No. 4

Wow, we went to the same school, and we both love golf!

PEOPLE PREFER TO SAY YES TO THOSE THEY LIKE

We have a lot in common! I’d much rather do business with

her than a stranger.

LIKEABILITY & FAMILIARITY

LIKEABILITY in ACTION

STUDY: Students in a negotiation class were far more likely to reach AGREEMENT when they were instructed to GET TO KNOW EACH OTHER first.

CUSTOMER SERVICEShow your clients you CARE ABOUT THEM to increase loyalty and grow referrals.

NETWORKINGIncrease your EXPOSURE to prospects so they’ll be familiar

with you and your business.

RESEARCHDiscover what you might have in

COMMON with a prospect before you meet with them.

DO YOU USE LIKEABILITY & FAMILIARITY? HOW?

LIKEABILITY in ACTION

KEY POINTS

People like others who are similar to themselves

People like when other people compliment them

People like others who cooperate toward the same goals

Authority

TRIGGER No. 5

I’ve been helping clients achieve X for over 30 years. I want you to

benefit from my expertise.

PEOPLE FOLLOW THE LEAD OF CREDIBLE, KNOWLEDGEABLE EXPERTS

Wow, this person knows what they’re talking about. I should

probably listen to them.

AUTHORITY

AUTHORITY in ACTION

STUDY: Physical therapists get more patients to follow recommended EXERCISE PROGRAMS when they display their DIPLOMA on their office wall.

EXPERTSCite experts to increase your

CREDIBILITY with prospects.

INFLUENCERSMarket to influencers so they’ll

help SPREAD THE WORD.

KNOWLEDGEBECOME AN EXPERT: share your expertise with prospects.

DO YOU USE AUTHORITY? HOW?

AUTHORITY in ACTION

KEY POINTS

Authority commands respect and trust

More effective when other people vouch for your authority

Demonstrate your authority: gain and share knowledge

Scarcity

TRIGGER No. 6

This is the last day we’ll be offering our product at lower

prices.

PEOPLE WANT MORE OF THE THINGS THERE ARE LESS OF

Uh oh… I better act fast!

SCARCITY

SCARCITY in ACTION

STUDY: The day after British Airways announced it would soon CANCEL its daily Concorde flights from London to Rome, SALES SKYROCKETED.

LIMITED QUANTITYThere’s ONLY ONE LEFT...

act fast!

LIMITED TIMESale ENDS TOMORROW...

act now!

UNIQUEIt’s ONE OF A KIND…

you can’t find it anywhere else!

DO YOU USE SCARCITY? HOW?

SCARCITY in ACTION

KEY POINTS

Scarcity = both limited quantity and limited time

Differentiate yourself: how is your product unique?

Scarcity promotes urgency

INSIDERS

© Business Wise Inc. 2017

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