Psychological Sales Triggers

Scarcity, urgency, social proof, authority, liking, reciprocity, and consistency are seven psychological sales triggers that can boost sales like crazy.

1. Scarcity

Scarcity is one of the most popular psychological sales triggers used today.

• Have you ever visited a website with the intent to buy something, only to see a message telling you that the product is limited in stock? 

• Did you feel the urge to follow through with the purchase because you didn't want to miss out?

That's scarcity at work.

Scarcity is all about creating a sense of urgency and limited availability. It’s an effective way to get people to make snap decisions, as they don't want to miss out on the opportunity.

Booking.com is one of the best examples of this. 

When you look up a room on their platform, you'll likely see an alert on a room that you're considering with the prompt, "We have x rooms at this price left".

Drawing from a common experience where people have often missed out on hotels and stays because of limited capacity, users are more inclined to finalize the booking process to get the room that they want.

• By creating a sense of scarcity with your products, customers are more inclined to purchase them. 

• Not only do they feel like they're getting something special and exclusive, but this also creates a sense of urgency that motivates them to act quickly.

2. Urgency

Urgency is linked to scarcity. Using your sales pitch or marketing materials to create a sense of urgency is another way to increase sales.

Urgency is a powerful motivator for people to act now rather than later because it taps into the fear of missing out on an opportunity or product.

With countdowns and limited-time offers, Groupon excels at instilling a sense of urgency in its customers.

They offer limited-time discounts on specific products and services and emphasize the limited availability by showing the time remaining to purchase the deal. 

This creates a sense of urgency, which motivates customers to make a quick purchase.

3. Social Proof

Social proof will remain one of the most effective sales triggers in marketing today.

It works because it appeals to people's desire to conform to what others are doing, which can be a powerful way to get customers to buy your product or service.

Seeing that others are using and enjoying your product or service provides potential customers with validation and can be a powerful sales trigger.

Uber is an excellent example of this. When you request an Uber ride, you'll see other passengers' ratings for the driver. 

This serves as social proof that other riders believe the driver to be trustworthy and dependable.

Sephora is also very good at using social proof as a sales trigger. 

When you browse their product pages, you'll see customer reviews that can help persuade potential customers to buy.

They also go a step further by allowing customers to list their facial and skin features.

People consider skin color, eye color, skin type, and hair color when selecting skin and beauty products, so when customers find a product that other users with similar features recommend, they're more likely to buy it.

4. Authority

Authority is another powerful psychological sales trigger that can help increase sales.

• People in positions of authority, such as celebrities or industry experts, are more likely to inspire trust and influence.

• This isn't new—celebrity endorsements were used back in the 1950s, with celebrities appearing in ads for brands like Whitman’s Chocolate and Western Union. 

Today, it’s still widely used as an effective sales trigger. One example of a company using celebrity endorsements is Nike. 

Their “Just Do It” campaign includes various athletes, artists, and other influencers, which helps to establish their brand as a trusted authority in the world of athletics and lifestyle.

By linking your brand with such well-known figures, you can build trust and credibility with potential customers, which can help improve sales.

5. Liking

The simple act of liking something goes a long way toward influencing people’s buying decisions.

• People tend to be more compelled to make a purchase when they like the product or service as well as the person or company selling it.

Toms, a footwear company, has built its brand around the concept of giving back.

They founded the One for One® model, where they give away a pair of shoes to those in need for every pair purchased. 

Today, they are involved in a number of socially responsible causes, from funding access to mental health resources to investing a third of their profits into grassroots causes for sustainable change.

This socially responsible approach creates a likable brand image and resonates with consumers who want to make a positive impact through their purchases.

6. Reciprocity

Reciprocity is one of the oldest psychological sales triggers.

• This means that if you give something away for free, people are more likely to feel obligated to return the favor in some way.

• This can be as simple as offering a free trial of your product or service. 

• By giving away something for free, you create goodwill and trust with potential customers, which will make them more likely to purchase from you in the future.

Spotify does an excellent job of this with its free trial period.

By offering a 30-day free trial for every new account, customers can try out the service without having to commit financially. 

This increases the likelihood that they'll become paying customers in the future.

7. Consistency

Consistency is a powerful psychological sales trigger that can help build customer trust and loyalty.

When brands act consistently, it sends a message to potential customers that they are dependable and trustworthy.

Starbucks is an excellent example of a brand that takes pride in its consistency.

You know exactly what to expect every time you visit one of their stores: the same menu, the same store layout, and the same level of service.

Customers know they can count on Starbucks to deliver the same level of experience every time because they consistently deliver on their promise of a cup of coffee or drink. 

You can count on that consistency even if you visit a Starbucks in another country. 

Being a trustworthy and consistent brand fosters customer trust and loyalty, which can lead to increased sales. 

Psychological Sales Triggers for Explosive Sales Growth

Using these psychological sales triggers can help you influence people's purchasing decisions and increase your sales:

• Scarcity

• Urgency

• Social proof

• Authority

• Liking

• Reciprocity

• Consistency

When developing your sales strategy or creating marketing materials, keep these triggers in mind.