As you’ve browsed online, you’ve probably noticed that everyone takes different approaches to selling things.
This includes putting prices as low as possible, being manipulative about what the product offers and convincing the audience that they absolutely need the product.
There isn’t a single effective approach, but many people completely ignore the significance of psychology in selling online.
The thing is, people don’t tend to make decisions rationally. In fact, there is a huge range of things that can influence decisions and some of these are the opposite of what you expect.
In this post, I want to focus on perception and the way that this can influence your success at selling.
Say I had an eBook that I wanted to promote on my site. One decision I have to make is how much I’m going to sell it for.
Most people assume that the lower the price is, the more sales you will get for a product. After all, people hesitate about spending lots of money, but they are quick to spend money on a bargain.
Based on this, I might put my book at $0.99, which seems to be a pretty common price for books these days.
The problem is, the relationship between price and sales isn’t as straightforward as you think.
If you saw a $0.99 eBook, your first thought would probably be something like ‘What’s wrong with it?” or “It can’t be any good”.
Regardless of their income level, people tend to be suspicious of low priced products.
This can mean that your product doesn’t end up selling very well at all.
To make matters worse – selling a product at a very low price can affect your reputation.
In general, it makes you look like your site is poor quality and can even make you look like a bit of a scam artist.
This isn’t something you want when you are actively trying to build a good reputation in the market.
So, what do you do about it?
One approach is to look at the prices in your industry.
What are other similar books selling for?
Look at books by people with a good reputation and a solid following – most people in that position will sell their product at what they think it is worth, rather than lowering the price to try and get sales.
You can even sell the same product at much higher than your competitors, making it seem like a ‘premium’ product.
Apple was pretty famous for doing this with some of its products.
In fact, people were so enthralled by Apple’s device that they never even look at whether Apple’s competitors had good products.
So, the price that you choose to set your product act provides an immediate indication of the quality of the product and this is one example of psychology in selling online. However, it is only one component of the discussion.
Your price affects how people think about your product, but it isn’t the only thing.
Overall, the way that people perceive your product plays a key role in how much they are willing to pay for it and whether they will buy it at all.
So, what do you do about this?
You really need to think about every aspect of the way your product is presented – starting with the words you use.
For example, the terms eBook and business report sound very different and sound like they are worth different amounts, even though they could easily refer to the same thing.
In fact, if you have an eBook, it’s worth looking at a different term.
There are a huge number of low quality eBooks online already and you want to make sure your product looks different than those.
You might be surprised at the negative associations with some words – including some that are used very often.
The words you choose need to be the ones that create the perception you are looking for – even if it takes you ten times as long to find them. It is much better to get everything right before you launch your product, than to try and recover from a poor product launch.
Likewise, the product itself and the experience around it has to be good.
This is doubly true if you are charging premium prices.
Realistically, people are prepared to pay more for a product or for service that is good, particularly as this is so rare these days.
This means that you have to have an emphasis on your consumer and you have to consider what is going to make the steps they take easier.
Customer service is top of this list.
This includes making sure that people feel like they are dealing with a person (or people) rather than a faceless company and answering any questions promptly and fully.
After all, wouldn’t you rather put money into a company with good service than one that ignored you?
Many website owners have found that they are much more successful when they make an emotional connection to their audience and develop authority over time. This plays a key role in the way people see your product and what they think of it.
It doesn’t matter what product you are selling – customer perception is important.
If people think your product is bad quality, then they will react poorly and this will affect your profits.
This means you have to take the time to manage the way you and your product are perceived and there are so many things that can affect this.
For example, any of these things can make your site look bad:
- Broken links
- Confusing navigation
- Bad spelling
- Incorrect grammar
- Bad formatting
- Low-quality or irrelevant content
And this list doesn’t even consider anything about your product, such as what it looks like, or even your sales copy.
If you can, it might be worth getting some people to look at how you plan to present your product and tell you what their first perceptions are and whether they would buy the product.
However, you have to pick people who are going to be honest with you; otherwise the exercise is just a waste of time.
One good place to turn to is Wealthy Affiliate.
Now, Wealthy Affiliate is a training site that teaches people how to make money through affiliate marketing. That function can be relevant for many people.
However, in this case, I'm more interested in another feature of Wealthy Affiliate - it's community.
Wealthy Affiliate has an extensive community with more than 400,000 individual members from around the would. This community has a strong focus on supporting and guiding other members.
Because of this, the community is a great way to get feedback about your site and to figure out if your site works the way that you want it to. You can also use the community to ask questions and seek guidance.
After all, having social support is a key factor for success in just about any venture, including internet marketing.