5 easy ways to regain consumer interest
Thursday, May 30, 2019
The power of persuasion — as a marketer, it's your bread and butter. Sometimes, though, your brand might be going through an ebb...or you're trying to beat the drum from scratch for a familiar product you're repackaging.
Whether really need to reboot your approach to a relaunch, revamp your sales approach, or simply freshen up your image, research has you covered.
Try the following simple but highly effective tips to convince consumers you've got what they want now and in the future.
Instruct your sales team not to make eye contact.
Friendly eye contact has long been seen as a powerful way to sway others to your side — and that's true if those you are looking at are already inclined to agree with you. Yet, fascinating research from the Association for Psychological Science found that making eye contact with someone who is skeptical about what you're selling can make that person even more resistant.
More research is needed to determine exactly why, but it could be because when people know they are actively trying to be persuaded, this can create physiological changes like the release of stress hormones and a faster heart rate. Tell your ream members to pay close attention to consumer doubt when in conversation, and to avoid aggressively staring and holding their gaze when they detect it.
Avoid stereotypes in advertising.
A study from the University of Minnesota found that when many female consumers are seeking a financial services product or an automotive repair, they're concerned about any attempts to be duped by a male salesperson — because of the stereotype that women aren't as savvy about money or cars as men are.
Show your female demographic the respect they deserve and ensure you'll eliminate this fear by avoiding advertising that shows a male advisor or mechanic speaking to a female customer. And make sure your company representatives are honest and forthright about your new or revamped products and services at all times.
Pump in some vanilla.
The same University of Minnesota research found that the scent of vanilla made consumers feel very reassured about buying a product. Add it to that new and improved laundry detergent or use it as comforting ambience on your sales floor.
Use authority figures ethically and factually.
Research from Arizona State University found that consumers are effectively convinced of an authority figure touting the virtues of a product — but only if that person is truly qualified to promote it.
Using this data, here's a refreshing way to promote a new food item: choose a member of your scientific or nutritional development team to act as your spokesperson, not a slick sales team member or a local or national celebrity. A "real" person with accurate granular knowledge about your product's ingredients and benefits is a honest and accurate way to inform and persuade your target demo, and it's easy and innovative.
Make "free" worth its weight in gold.
That same study also determined that many consumers feel obligated to buy a full-size product if they've accepted a sample. Earn these consumers' enduring loyalty and confidence by working tirelessly to maintain quality in the product they've put their faith in.
Always respect your consumer's investment in your brand — that's the best way to build a lifelong relationship.
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