Buyer Triggers

Using Ethical Psychological Buyer Triggers To Generate Sales


Chuck Guyett


Imagine what it would be like if you were able to read your customers' mind and know what he was thinking? You would know his motivation for wanting to buy your product or service and results in know why he might not want to buy from you.


Obviously, we can’t make you a mind reader, however, human behavior is becoming more and more predictable. There have been many books written about triggers and their effectiveness in getting customers to purchase that which we sell.


These psychological triggers can be used ethically to get your customer to engage more in your marketing material and influence them into making a buying decision.  This article is going to cover five of the most common triggers used on sales pages, videos, and webinars.


Buyer Triggers:

Honesty – [not personal integrity] whatever it is that you are presenting to the marketplace to accept or do must be something that agrees with your words and actions.


E.g. Imagine for a moment that you are promoting a Software Package for running Sales Webinars that you claim to your audience is the best on the market and yet you are using an alternate Webinar Software to promote it.


Walk the Talk – be transparently genuine. Your customer needs to see that you are someone who practices what you preach.

Exclusivity – your sales message needs to be transparently aimed at a specific customer. Example: Someone that is brand-new to video marketing is going to have different needs than someone who has been using video to market products and services for several years.


Speak to Your Prospect – Qualified – frame your sales message in such a way that your customer feels that you understand the problems and needs that they have and that you’re going to help them solve them.


Guilt /Law of Reciprocity – Example:  saying to your customer that if they get value from your video/training that they give you a “Like/Share/Comment” this also can cement in their mind that the content they are receiving is valuable.


Storytelling – is one of the most powerful ways for you to connect with your customer. The cliché “Facts tell but stories sell.” says it all. Stories allow you to provide your customer with anchors of understanding that they will not forget anytime soon.

Example: telling a customer that just bought a used truck from you – “getting an extended warranty is a good idea” is not as powerful as framing a sales message inside a story.

Telling a prospect how that yesterday you were able to get another customer of yours a brand-new motor put in their vehicle for free. They were able to get it for free because they had bought the extended warranty. Sharing with your prospect how relieved your customer was because they didn’t have to pay the $10,000 to have it put in in their vehicle.

As your story concludes you now shift your customer into making a buying decision.


Activates a Childlike Imagination –Example: “you know how the Joker said to Batman in that one movie where he was really frustrated with Batman “where do you get all those toys”? The Joker was really upset with Batman because every time he tried to beat Batman, the Dark Knight just pulled another weapon off his utility belt” 


“Well, what I’m going to give you is kind of like that. I’m going to give you 20 different ways to close your prospect when they raise an objection. No matter what concern your prospect hasyou’re going to have a way to overcome it and make more sales.”


The analogy of how Batman beat the Joker gives your customer the “Uh Huh” moment – he connects to your message.


Satisfaction on Steroids – Example:  Rather just saying that if your customer is not satisfied with your product within 30 days, they can request a money back no questions asked refund….


We believe so strongly in our product that if you’re not satisfied you cannot only request a complete refund by returning it, you can keep the bonuses that we gave you that are worth [$ “X” – amount of dollars].


Objections Raised and Resolved – as your prospect is watching your presentation, they are going to be thinking about possible problems that they may encounter with your product or service.


Create a list of objections that you believe they are going to have and then bring them up in your presentation with each one of them resolved.


Example: Your Customer is Thinking I don’t have any expensive camera equipment to create videos with, it sounds like I’m going to need a lot of money if I want to use video to market my products and services with.

"Right now, you might be thinking that you’re going to need to spend a lot of money on camera equipment, but the truth is all of your video work can be done with your smartphone or a WebCam on your computer."

Chuck is Christian, a Husband, a Father, a Grandfather and a Foster Parent. Most of Chuck's working life has been devoted to serving others. Over the past 20 years, Chuck has helped hundreds of troubled and delinquent Youth cope emotionally as they went through a critical time in their lives.

 In 2000, Chuck Guyett began what would later become a successful career in the Network and Affiliate Marketing industry. He got involved in sales when Pat (his wife Pat now of  40 years), was diagnosed with cancer and could no longer work.

 Chuck has earned awards for leadership/sales achievements and has taught thousands of marketers how to sell using the phone.

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