The 6 best persuasive selling techniques in retail sales

The most persuasive selling techniques in retail

In a measured and calculated system such as the sales one, where all key performance indicators are taken into account, it is also essential to understand the psychology that leads us to make decisions. 

There are so many factors that make us choose a product in a specific period of time and getting to know them can be decisive to drive your store’s performance.

Recognizing the persuasive selling techniques that influence people’s decisions is a competitive edge that all employees, regardless of the industry can and must use to increase sales considerably.

Persuasive selling techniques vs. manipulation

First, it is really important to differentiate between persuasion and manipulation. Persuasion has to do with convincing somebody to do something through reasons and arguments, while manipulation implies deception and coercion. 

There is a narrow line that separates these two concepts and that can take you straight to failure. The feeling of deception ends in rejection and distrust of your clients, which is almost impossible to recover.

Training your employees on sales persuasion tactics improves customer satisfaction. Assisted selling improves customer service and conversion rate. Besides, being aware of good results increases your employees’ motivation, as they will realize how they become better sellers.

Effective selling techniques

The writer and psychologist Robert Cialdini developed a number of special techniques for selling based on why we make decisions, and those are necessary to know if you want to improve your outcome.

1. Reciprocity and duty

When giving a selfless gift, you are cultivating a feeling of indebtedness. As a client, you feel as if you would have to return the favor.

Offering a benefit to the customer at no cost, generates a sense of reciprocity that will be returned in some way. Studies prove that the simple fact of including candy in the restaurant check increases the likelihood of receiving a greater tip.

2. Scarcity as a selling technique

Can one desire too much of a good thing? This is the basic principle of scarcity. Being conscious that something that appeals to us can get out of stock or be available only for a short period of time, makes it more valuable.

Launching exclusive content or a product that may be difficult to acquire, activates a sense of urgency and need for power in the customer.

3. The need of social approval

Feeling part of a group also affects the purchasing decisions we make. We are social beings, and we seek to build ourselves from, with and amongst others.

Therefore, offering what the majority wants means also selling. And even more in an influencer world, where imitating is an everyday occurrence. “I see it, I want it”.

It is important to keep in mind customers’ testimonies and the opinions and ratings that they can leave on the Internet.

4. Sympathy and empathy

In all respects, we tend to listen better to a kind, positive and attractive person. That is why conveying these values can be a decisive selling technique to influence a customer’s final decision.

In order to ensure your clients’ trust, you need to keep these principles at your store or restaurant. To do that, you must take care of your employees outstandingly, so they can provide the best customer service.

An optimized shift and tasks scheduling will be fundamental in order to make sure that there is always enough staff at your store to be able to offer the best customer service while maximizing employees´, and consequently, clients’ satisfaction.

5. Sales by an authority figure

Returning to the influencers’ topic, we can confirm that counting with a recognized opinion or experience, definitely sells.

Celebrities or real industry experts endorse your brand and generate an enormous sense of trust in your product, increasing its demand.

6. Commitment and connection

The last persuasive technique that Cialdini talks about is to create a commitment with your customers. Due to our human nature, when we get involved in something, we tend to be consistent with our actions.

Maintaining the values that made your client choose you in the past makes it more likely that they will be reaffirmed and come back to you in the future.

In short, controlling the best persuasive selling techniques means understanding why the customer makes a decision. This gives you an essential scope for action to prepare your selling strategy and increase your outcome.

In order to evaluate your performance, it is important to pay attention to results. Measuring the main KPIs of your stores will tell you if your strategy is working as it should. KPI Management Freemium gives you the opportunity to track, for free, the main Key Performance Indicators of your store, analyze them and make decisions based on data to maximize your performance.