Sales Psychology: How to be Persuasive (free download)
3 min read (and a free download!)
At Elina we think more accommodation providers can bring some sales psychology into their marketing and sales, whether on their website, or from within the corporate sales team.
We put this free guide together to present the concepts, provide practical tips and be a checklist for optimising your conversion rates on opportunities to sales, or confirmed reservations.
A summary of our PERSUASIVE model
P – Personalisation
Personalising our communication to that person, invokes a positive reaction of “this is for me”, as well as tailoring the offering to that person based on what you have learned about them and what they like.
E – Exclusivity
Exclusiveness taps into our competitive nature. We want to beat others to the benefit, or to being a part of something others cannot join or enjoy. This makes us competitive to get that exclusive item or offer.
R – Reassurance
We need reassurance when buying or booking something, to be confident we are making a good decision. Being reassured of conditions, price, quality, experience, delivery… depending on the product or service will put our mind at peace and let us complete.
S – Social proof
Popularity drives engagement. The more popular something is, the more social proof it has. This in turn makes us want to interact with that person, product, service or brand.
U – Urgency
Urgency means creating a deadline. Sometimes people will not commit to buying without a deadline on making a decision. Making something urgent, speeds up the decision making process and if they want it they will go ahead.
A – Anchoring
The technique or anchoring, tying one thing to another as a reference, is mostly used with pricing online. The first piece of information we see becomes the anchor and is our reference. This can be used to determine how we feel about the final price.
S – Scarcity
Limited availability, or scarcity, is when by controlling and communicating the supply, demand can be increased. If there is just a few left at one price, or just a few left to buy, or book, it becomes more desirable and forces a faster decision.
I – Integrity
Having integrity means being honest and transparent. It means communicating and upholding your values. Often mentioned is under promising and over delivering – so meeting or going above expectations. In a seller & buyer situation pre-transaction, being honest is the best approach for a long term relationship.
V – Vanity
Feeling good about a decision, or vanity, how we think others think of us, affects when and how we buy products or services. Vanity is linked with causing customers to spend more than they might otherwise want to in seeking others approval.
E – Emotion
An emotive approach, helps you to connect beyond just what the customer was or is looking to purchase. Emotions, communicated through story, colours, or images, move the sale away from the rational. We are all irrational. Happiness, goes a long was with customers.
Thanks for reading, we hope this free Persuasive Reservations Guide is useful in generating some ideas. These concepts can apply to all areas of marketing and sales, so your website, booking engine, sales team, sales materials. You will know where they should be applied, by just re-looking over what you have now.
Our team can help if you want advice. Speak to us about digital marketing, your website or booking engine.
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