Often times, people think of science as just something they learnt in school and something that should be forgotten once they leave tertiary education. There is always this assumption that science is not relevant to everyday life, especially when it comes to sales and marketing.

However, sales and marketing experts have recently realized the importance if using basic psychology principals to guide the way they sell their products. Hence, it’s up to you as a salesperson or real estate agent to understand these concepts:

Reciprocity

Reciprocity is the natural desire in any human to pay back a kindness or a gift they have received. If you’ve ever seen someone buy a several boxes of fruit juices after they have received a small cup of it as a sample, this is the reciprocity concept in action. This is why many companies offer free gifts together with a purchase, like coupons and discounts. These ‘gifts’ can include things like extra services or the like. The more a customer receives, the more they will be willing to purchase.

Analysis paralysis

An analysis paralysis happens when humans are given too many options to choose from and will have difficulty choosing. They usually end up not choosing anything at all at the end of the day. Therefore if you have a business, focus on only two or three options at the most. Nobody likes being bombarded with too many variants of the same products.

Recognition and Appreciation

Customers like to be acknowledged and thanked for their purchase, and any type of reward or appreciative gesture will boost their self esteem and keep them coming back for more.

A Sense of ‘Belonging’

Human beings love to belong to an exclusive group. That is why many companies have ‘membership clubs’ where those who join in get to enjoy special privileges. In the same way, if you’re a real estate agent, you can keep a close knit circle of customers, clients and fellow agents that update each other regularly through social media.

The Power of Purchase

The majority of human beings actually prefer to buy things rather than get them for free. This is because the ability to purchase reinforces their feelings of power and control. Therefore, once you understand this, you will know why spending is actually important to some people.

Scarcity

Consumers have a tendency to favor options that are more rare and dwindling in number. Therefore, smart business people will do their research to determine what services and products are still relevant to the community but hard to find.

Positioning and Motivation

Positioning would mean putting yourself in a position whereby you or your business is easy to find and contact. This would often mean reaching out to the masses more effectively. You also need to provide a motivation for customers to come looking for you. In essence, you need to find strategies so thatyour name will come up when they need to purchase real estate.