UNDERSTAND YOUR CUSTOMERS BETTER
HARNESS THE SCIENCE OF CONSUMER PSYCHOLOGY & THE DECISION-MAKING PROCESS
What would you do if you could understand your customers and your prospects better? If you knew exactly what they think, what they want, and why they behave like they do? You would become better at selling to them, negotiating with them, and caring for them.
My name is Paul Skah and I’m a brand strategist. This is the place where you can learn all there is to know about consumer psychology and the decision-making process. Why on Earth would you need that?
What can you get better at?
Consumer psychology and a thorough understanding of the decision-making process will give your company an edge. Here are some areas where you can apply this immediately.
Get more YES from your prospects
Did you know that by adding details to the option you want your prospects to choose you increase the likelihood that this option gets chosen? And most people don’t know there’s a methodology to it — it’s called “minus A”.
Increase conversion in your sales funnel
Do you use “the scarcity rule” to nudge people from your sales page to your pricing page? Good. And do you use strikethrough style to indicate that some options are unavailable in the selected plan? Bad.
Deliver your presentations like a rock star
Meeting prospects face to face? Pitching investors? Don’t pour numbers on them. We are not wired to remember numbers. But we’re excellent at remembering the relationships between them.
Sell the same. For more money
If you’re pricing your own work… you tend to undervalue it. You engage in something called “negotiating with yourself”, and you end up… earning less than you should. Don’t worry. There are methods to combat this.
Have your customer happily pay you more
The price your customer is willing to pay is equal to the value they see in your product or service. But do you know what they use to judge this value? It’s called “substitution bias” and it can be tampered with.
Have them tell you exactly what they want
Every skilled sales person will tell you that discovering the needs and wants of your customer is the key to success. There are many methods, my favorite one is called “the a-ha moment”.
Physical proof will make them remember
If you’re selling services people tend to forget you — they have no physical product that could remind them of you. But if you know how memories are generated (yes, they are generated, not recalled), you can do something about it.
A collection will keep them more engaged
If you sell SaaS products you know how important it is to have the customers logging in as often as possible. But how do you get them to remember to log in? The answer is, use game mechanics, in this case, something called “the collection”.
A good story will make them care for your brand
Do you know what makes storytelling work? A good story engages us on an emotional level. And in order to achieve that, you need three things: obstacles, emotions, and a surprise. There is science behind each of those elements.
How do you get there?
Funny you should ask…
I’ve got just the thing for you.
HIRE MECan you think of a problem I can help you solve right away?
Drop me a line!
Read the blogI write about all things consumer psychology.
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Is there a problem I can help you solve? Or do you want me to speak at your event? Or, perhaps, you just want to chat? Contact me through this form or directly — my email is paul (at) paulskah.com.