Top 7 Psychological Triggers That Convert Leads to Customers

All the leads in the world are worthless if you can’t get them to buy. You need to know how to efficiently turn a prospect into a lead and convert leads into customers. Then it is a simple method of understanding your customer acquisition cost, and your profit per customer, to run a profitable business.

The following 7 psychological triggers have been proven to consistently convert leads into customers.

 

1. Pain Avoidance

Psychologists and great salesmen will tell you this is the biggest motivator of all human behaviour. Explain how your product or service helps your leads avoid pain in their life in some way. Then your chances of turning those leads into customers are excellent.

Psychologists and great salesmen will tell you that pain avoidance is the biggest motivator of all human behaviour. Click To Tweet

 

2. Pleasure Attainment

What is the second most efficient motivation for getting someone to do something? Help them gain pleasure. It can be argued that either pain avoidance or pleasure attainment is at the core of every human decision. Make it clear how your product or service addresses the pleasure side of the equation.

The second most efficient motivation for getting someone to do something is to help them gain pleasure! Click To Tweet

 

3. The Power of “New”

When you hear about a new restaurant in town, doesn’t it create some interest in your mind? On a physiological level, novelty boosts the release of dopamine in your brain. Dopamine is a neurotransmitter, and one of its functions is to stimulate your belief that a reward is just around the corner. Make your offering new and novel and your conversion rates will rise.

The third most effective motivator for converting leads to customers is the power of new! People love bright, new shiny objects. Click To Tweet

 

4. The Need to Know Why

Psychologist Ellen Langer conducted an experiment. She asked people using a photocopier, “Excuse me, I have 5 pages. Can I use the copier?” A full 60% of the people she asked allowed her to cut in line in front of them. Then she began asking, “Excuse me, I have 5 pages. Can I use the copier BECAUSE I’m in a rush?” Compliance shot up to an incredible 94%. Explain to your leads exactly why they should become a customer, make sure you use the incredible power of the word ‘because’, and you’ll fulfil the psychological need in your prospects’ minds to know why they should do something.

Use the incredible power of the word ‘because’ and you'll fulfil the psychological need in your prospects' minds to know why they should do something. Click To Tweet

 

5. Social proof

Testimonials, referrals and case studies from satisfied customers prove to your leads that they will benefit from your offer.

Social proof is the 5th most effective motivator for customer conversion. Testimonials, referrals and case studies prove to your leads they'll benefit from your offer. Click To Tweet

 

6. The Desire to Belong

Most human beings have an innate desire to be part of something that is bigger than themselves. Online project management provider Basecamp harnesses this desire effectively. In different marketing campaigns, online and off, they inform prospects how many companies have “… signed up for Basecamp to manage their projects. Today it’s your turn.” This appeals to the human herd mentality.

Appeal to the human herd mentality to belong to turn your leads to customers. It's how Facebook Groups form a community. Click To Tweet

 

7. The Fear of Missing Out

Give your leads a time limitation to become a customer. No one likes to think they missed out on a good thing. A deadline can be an effective motivator. You can compound the effectiveness of this psychological sales trigger by limiting the number of products or offers you have available.

Give your leads a time limitation to become a customer. No one likes to think they missed out on a good thing. A deadline can be an effective motivator. Click To Tweet

Applying any one of these triggers or a combination of them will help you convert your leads into customers.

If you’d like help converting your leads to customers, then why not book in for a FREE 30-minute marketing review session. Follow this link to my calendar to book your session!