THE PSYCHOLOGY OF SELLING: HOW YOUR CUSTOMER THINKS

Let’s say you just launched a shoes collection named Akeye. Here’s what’s probably going on in your customer’s head with every post you make trying to sell:

Day 1: Step up your style with Akeye’s new collection of luxury shoes
[Your customer scrolls past the post.]

Day 2: Looking for a pair of shoes that’s fit for all occasions? Try Akeye!
[Your customer gets curious and reads the post. But where’s the 30k to buy shoes? He keeps scrolling.]

Day 3: Get ready to turn heads with Akeye’s stunning new shoe collection.
[Customer likes the post.]

Day 4: Got an interview? Try these Akeye’s shoes for more confidence.
[Customer starts thinking about the last job interview he failed.]

Day 5: Unleash your inner fashionista with Akeye’s chic and stylish footwear.
[Customer starts seeing the hidden Idris Elba in himself.]

Day 6: Find your soulmate in a perfect pair of Akeye shoes.
[Customer starts seeing himself in front of his crush, sister Ester, after church service next Sunday.]

Day 7: Mr Uche met his wife wearing Akeye’s shoes.
[Customer: “Wow. I tap into this too.”]

At this point, customer is already calculating his next salary. But abeg jare, he still needs money for other things.

Day 8: Be the envy of your friends with Akeye’s exclusive shoe collection.
[Customer: “Exactly what I need right now. Chris will know who’s the boss. Let me just get these shoes jare.”]

You can also add a little FEAR OF MISSING OUT (FOMO). Like the one below.

Day 9: Get a 15% discount if you pay for Akeye’s shoes in the next 48 hours.
[Customer: “Ah! I need to take a salary advance before this discount is over.]
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I have topics like this lo last me 100 days. This is what goes on inside your customer’s head. The more relatable you make your product/service to the customer, the more likely they are to buy. This is what Aunty Chioma Ifeanyi-Eze calls touch points.

But many business owners post for just one day and complain of no sales. Or they post daily, but they’re hammering on just one touch point. They’re not caressing the whole of the customer’s touch points.

Of course, each customer’s resistance level is different. And each customer will be convinced and be capable of buying at different points. But imagine that instead of one just post a day, you’re making 5 posts a day. Instead of just one social media platform, you’re also sending an email to the customer, and he’s also seeing you on WhatsApp status, and on a Telegram channel.

This is the difference between those who make sales and those who don’t. Let me give another example with my Business Planning Academy program. I’ve touched on jobseekers looking for a hot skill to land them a job quickly. I’ve touched on business owners, who are trying to raise funding. I’ve touched on 9-5 people looking for extra income. I’ve touched on recent graduates, who need an in-demand skill to make their CV heavy. I’ve touched on freelancers who want to expand their skillset and income.

But most people quit on Day 1, because they don’t know what’s going on in their customer’s head. They’re not patient enough to massage all the touch points of their customers.

I hope this really helps you make more effort to shamelessly sell your products/services, and get more into your customer’s head.
~ Rilwan Akeyewale
Business Consultant

Community Magazine

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