<\/span><\/h2>\nReciprocity<\/strong> – is all about the natural inclination that people have to repay kind in kind. Think about your sales process, and list any actions that might make your prospects want to reciprocate by buying something. (For example, have you ever walked into a bakery and been offered a taste of a still-warm muffin? Or been offered a cold drink of water on a hot day upon walking into a clothing store?)<\/p>\nCommitment and Consistency<\/strong> – is all about wanting to be consistent with our past actions. What\u00a0opportunities do you create for your prospects to show that they\u2019re the sort of people who buy from\u00a0you, before they actually make a purchase? (For example, surveys, emails, even posted questions give\u00a0your clients the opportunity to agree to something about themselves, which you can refer back to in\u00a0later communications.)<\/p>\nSocial Proof<\/strong> – is wanting to do what other people are doing \u2013 especially if those people are like you.\u00a0Where in your sales process do you show your prospects that lots of other people like them have\u00a0already bought from you? (For example, do you show them testimonials from existing clients? What\u00a0about subscriber counts, and listing the number of visitors you get to your website, or the number of\u00a0followers that you have on Twitter?)<\/p>\nAuthority<\/strong> – is about our natural tendency to trust the experts, and whoever seems to be in charge.\u00a0What are the ways in which you show your prospects that you are qualified to do what you do? (For\u00a0example, your educational background, or your professional experience, or your various achievements\u00a0and accomplishments \u2013 these are all factors that make you a trustworthy expert.)<\/p>\nLiking <\/strong>– is pretty straight-forward: we prefer to do business with people that we like. When someone\u00a0likes you, they\u2019re more likely to buy what you\u2019re selling, and more likely to cut you slack when you\u00a0need it. Think about your sales process, and write down the ways that you create an opportunity for\u00a0people to connect with you on a personal level (after all, we don\u2019t like people that we don\u2019t know!)<\/p>\n(For example, do you share your hobbies, interests, past experiences, or other personal details with\u00a0your prospects? These many not all be appropriate, \u00a0depending on the business that you\u2019re in, but if\u00a0they do \u201cfit\u201d, they can work wonders.)<\/p>\n
Scarcity<\/strong> – is about wanting things that are in short supply, both because we don\u2019t want to miss out on\u00a0an opportunity, and because we feel special about getting in on a deal that other people will miss\u00a0out on. How do you employ scarcity in your sales process? (For example, do you have limited-time\u00a0offers? Limited-edition merchandise, or special perks for people who act within a certain time frame?)<\/p>\n