When is the Best Time to Sell More to Your Customer

When is the best time to sell your customer more?

The best time to get your customer to buy more is at the time of sale.

That’s right, offering your customer an immediate up-sell is going to get you better results than waiting until later. There’s a reason that an immediate up-sell is going to get your better results than one that is offered at a later time. The reason is rooted in psychology.

You see, there’s a behavior called “Commitment and consistency” that says that we as humans have an overwhelming need to behave consistently once we make a public commitment. So when we finally pull the trigger and make a purchase, we have this innate desire to behave consistently with that decision or commitment that we just made. So, when I decide to become a customer of yours, there’s an innate drive to stay a customer of yours. Therefore if you present me with an offer, I have a higher likelihood of buying more while I’m still feeling this commitment. This behavior drives us to purchase again.

Have you applied this to your business?

Social Validation: Avatar

Have you seen the latest blockbuster movie Avatar? You know, the movie that is breaking all the sales records at the theater box-office? I saw it last weekend. It’s a prime example of the pillar of influence called social validation. This simply means that the more people that see the movie, the more we think that it is proof that the movie is good.

One form of social validation used in marketing is called “social proof”. You will see this in the form testimonials and case studies. When we see that someone else like us is using the product or service and is happy with it, we have a strong desire to join them. The more people participating, the stronger the desire to participate.

You will see marketers using social validation when they broadcast that an event has sold out (or is about to), or that they have surpassed their goals. You see, that means that more people liked what they are offering than even they expected and the implication is that you will like it too.

When you add in some validation from authority, you up the ante. You see, when people perceive someone as an authority figure, they have a higher tendency to do what that person says. Think “4 out of 5 doctors prefer”. That is an example of a marketer using the perception of authority to promote their product.

So, when you go to the movies this weekend to see Avatar, let me know if you liked it. Then let me know WHY you liked it. did you like it because it was a great story line? Did you like it because the graphics were amazing? Did you like it becauase everyone else did (social validation)? Or, did you like it because it got good reviews (authority)?

How to Build Community: Extraordinary Measures Quilt

Want to know how to build community for your business? Here’s a great example. Check out the website for the movie Extraordinary Measures. And go to their “Quilt” page. Here you will see all kinds of submissions of home movies about charitable causes. I was directed here from a link posted to a friend’s Facebook status. A friend of that friend has a son with a deadly genetic disorder and posted a video in the contest. The video with the most votes wins $10,000 for their cause.

Why do I think this is great?

First, I had no knowledge of the movie before being directed here. Even after landing here, I simply watched a couple of videos and could pretty much guess that the movie was about a family fighting to save their kids. The nature of the contest was inline with the theme of the movie. It completely supported the plot. And, even better, it attracted the kind of people who are likely to want to watch the movie; people who know people who are living under extraordinary circumstances.

Can you see the viral effect? All you have to do is notify a couple of charities about the contest and it spreads like wildfire. They notify everyone in their organization, who notify all their friends and family, who notify theirs. Who wouldn’t want to win some money for the cause they are championing? Who wouldn’t want to support their friends in contributing to their cause? Of course we are going to spread the word.

It also helps that the site makes it easy to spread the word. They integrate Twitter, Facebook and other social networking tools right into the site to make it easy for people to spread the word.

This is a great way to build community because it engages your customers, gets them involved in a way that supports the product. It attracts their ideal customer to them and creates awareness virally. People are committed to the movie because they are committed to their cause (or that of their friends). If they make a video or vote for a video there is a part of them that wants to act consistently with that choice and actually see the movie. The movie is supporting them, why shouldn’t they support the movie?

There is a lot of goodwill generated with this contest. You get a warm, fuzzy feeling from the movie because they are supporting their customers. Here is where the psychological trigger of reciprocity kicks in. They do something to help us, so we want to do something to help them.

So, take a look at the Extraordinary Matters Quilt and let me know what you think. What do you like or dislike about it as a method of building community? What other examples of great community building would you like to share?

Affiliates | Terms of Use | Earnings Disclaimer | Privacy Statement
Copyright © 2009-2012 The Expert Marketing Coach. All Rights Reserved.