5 Persuasion Techniques To Increase Your Conversion Rate
Persuasion techniques are part of any salesperson's context. So, improving the ones your team uses increases - a lot! - the conversion rate into sales. When the power of persuasion is maximized, meetings become more productive and agile, directly impacting sales in the commercial area. Persuasion goes beyond “having a sly”: it is a niche with consolidated studies and a series of techniques of proven efficiency.
In this post, we'll show you 5 of them, teaching you how to structure a complete and persuasive sales process.
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You will read about:
·
Persuasion Techniques
to Increase Conversion Rate
·
The 5 most used
practices in the market to sell more
·
How Pre-sales can
impact your area's results
Learn 5 techniques to increase your conversion rate
Technique 1: Apply mental triggers
Starting
our persuasion tips to increase conversion rate, we'll start by talking about
mental triggers. They are an excellent tool to shorten the purchase
journey path and speed up the decision process.
The
principle of this technique is to take advantage of studies on human
psychology, awakening situations that induce the brain to decide
faster. This happens unconsciously most of the time. That's why it is
so powerful and is present in almost all Sales teams with good
performance. The most popular triggers are:
Reciprocity
The
mental trigger of reciprocity is responsible for increasing the conversion rate
starting from the maxim “it's giving what you get”. It may just sound like
an old saying, but that's how our minds act in certain situations.
When
someone offers us something, we have the feeling that we need to give it back
in some way. In the sales field, this can be used to make the lead feel
the need to know more about your proposal and your product.
One way
to trigger this trigger is by offering free samples or time to use the
solution. This way, the lead knows what you have to offer and may feel
inclined to complete the purchase.
Another common mental process is feeling responsible for what we
say, and then committing ourselves to it.
When a
person gives their word that they will do something, they are less likely to
back down or act inconsistently. That's because we all want to be
recognized as trustworthy people, especially in the professional field.
To use
it and increase the sales conversion rate, the salesperson needs to get the
lead to verbalize a commitment. It can be either scheduling a meeting at a
certain time or receiving a sample of the solution.
social proof
Being
“Maria goes with the others” is a metaphor for the behavior of following the
actions of others out of a need for social approval.
This
means that when a solution is widely accepted by its audience and those with
whom the lead identifies, they tend to accept it as well. After all, if it
works and brings good results to those around you, it's possible that it works
for them.
Using
the social proof trigger in Sales is possible with the use of success cases and
testimonials from customers who approve your solution. This can be either
the result of the company's Marketing actions, or something spontaneous done by
the customer.
For
this reason, investing in service and quality is always the best alternative.
Affection
To
understand the use of this trigger and increase your conversion rate, we don't
have to go very far. Just remember those situations where a special friend
asks for a favor and you quickly accept. Even under other circumstances,
it is possible that you would not do the same for someone else.
This
happens due to the bond of affection, which makes us have the need to please,
agree and trust certain people.
In
Sales, this trigger is activated when we create a healthy and positive business
relationship. Going beyond professionalism, the salesperson who develops
true rapport and friendly communication with the lead comes out ahead.
Scarcity
If
there's one thing that nobody likes, it's the feeling of missing
something. In Sales, this is the scarcity trigger. When the lead
believes that a product or opportunity is limited and is about to lose it, he
tends not to be left out.
For
this reason, destocking promotions and “only while reserves last” phrases work
so well.
Technique 2: Tap the right pain
It is
not enough to offer your product in a generic way. To increase your
conversion rate, you need to target your sales approach to your lead
pains. After all, what drives the consumer to look for a solution is a
problem.
If you
don't talk about it directly, you're missing out on a lot of
persuasion. So, the most coherent way out is to look for ways to map it
quickly, reliably, and objectively.
For
this purpose, the best alternative is to implement a Pre-Sales strategy within
the sales process. In it, the focus is on the qualification and
segmentation of the opportunities that enter the funnel, through the
investigation of the pains and context of the lead.
Through
the work of a pre-seller, filters are applied to all leads in the base,
regardless of their origin. Thus, a contact is made by the professional,
in which questions are asked to understand their pain and offer a consultative
approach.
In
other words, before presenting the solution, the company shows interest in
knowing the lead's situation and helping it to solve problems in the best
possible way.
, we explain in detail how to
use this strategy and which technologies are essential for its success.
Technique 3: Position yourself as a reference
This
technique is linked to another mental trigger not mentioned above: authority.
That's
because when you become a reference in a certain area, you gain authority on
the subject. Making leads trust your knowledge, as well as solidly
establishing your brand in the market.
Being a
reference means that when someone needs a solution like yours, your name will
be first in mind. Or, at the very least, an indication of who already
knows your work.
For
this, it is necessary to offer a high quality service. This becomes easier
using the previous strategy. Because knowing the lead pains, you become
assertive in the solution. Therefore, it offers a positive experience that
consolidates in its area of expertise.
Technique 4: Be a good listener
Also
aligned with the Pre-Sales strategy is the ability to be a good listener.
Train
your team to listen carefully to what the lead says. In a call, the more
your prospect talks, the better. After all, everything it presents becomes
data that can help increase your conversion rate. It can be simple things,
like interest in a topic like football. Something that should easily
surface in casual conversation and that makes your action more potent.
Knowing
this, the salesperson already has a point to generate rapport and be
persuasive.
Technique 5: Make good use of storytelling
Telling
a good story is the card up your sleeve for a successful
salesperson. Stories involve people, tighten ties and awaken
feelings. Which can be channeled to increase the conversion rate into
sales.
When
someone presents a product or an idea, it's more efficient to get the listener
to be able to imagine it in detail. Recognizing elements, identifying and
imagining what it would be like to be in that scenario.
This
goes for positive environments, where the lead is enchanted and starts to want
that positioning. But it is also true for the negatives, where the pain is
evident and the prospect identifies the seriousness of the situation. Both
drive faster decisions, overcoming resistance and making the lead more likely
to complete the purchase.
With these
5 persuasion techniques, your team will be able to increase your conversion
rate and sell a lot more. But remember: to get the maximum result, it's
critical to have a well-structured process. This includes thinking that
the sale does not end with itself, but is a reflection of how previous
processes have pulled the lead so far.
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