I read Triggers by Joseph Sugarman and found 11 useful triggers for marketing of high-tech industry.
Trigger1 Consistency
Customers who have made a purchase decision will continue to take actions that match the initial purchase behavior.
Sell additional products!
Dialog
Customer: I decide to buy this one.
Sales: It is an excellent choice! Thank you. By the way, how about this one too? This one has a good reputation and works well with the one you chose. So this is frequently bought together.
Customer: Ok, I buy it too.
Trigger2 Product Nature
Each product has its own unique characteristics that customers can sympathize with.
Find the appeal point of your product!
Dialog
Sales manager: Know our product! And use your knowledge.
Sales: Yes, I will.
Trigger3 Prospect Nature
If you know the emotional and logical reasons why your customer buys your product, you can sell it.
Know your customer!
Dialog
Sales manager: Listen to your customer! And try to understand customer emotion.
Sales: Yes, I will.
Trigger4 Object Resolution
When a customer finds an objection point, it needs to be resolved. If we can do that, we win the customer’s trust.
Prove the objection point is not a big deal!
Dialog
Customer: It’s a negative point of your product isn’t it?
Sales: Yes, it is. But it’s not a big deal because …
Trigger5 Authority
Customers want to buy from the expert in the field because they want to think they spent money wisely.
Make yourself look like an authority!
Dialog
Customer: I want to buy the best product.
Sales: The expert said this is the best product.
Customer: Ok… I buy it.
Trigger6 Credibility
Make sure your statement is true, not overly exaggerated, and fully believed.
Make sure all your words are accurate!
Dialog
Sales manager: Avoid jargon that you can’t explain.
Sales: The expert said this is the best product.
Customer: Ok… I will buy it.
Trigger7 Desire to Belong
People unconsciously want to belong to a group that already owns a brand.
Clarify your brand image and why your customers sympathize!
Dialog
Customer: I want to buy a Mercedes-Benz. (So I may want to join a wealthy & successful group?)
Trigger8 Proof of Value
Customers want to know if the price is the lowest available.
Highlight possible savings and bargain prices!
Dialog
Sales: 30% OFF Sales. Best Price Guaranteed.
Trigger9 Specificity
A concrete advertising copy is highly credible.
Find out the facts to make the copy specific!
Dialog
Sales: Which one is a specific copy? An eco-friendly toothbrush or 80% less plastic toothbrush?
Trigger10 Familiarity
The more familiar a customer is with a product brand or company, the more motivated they are to buy the product.
Repeating promotions and using well-known designs to get familiarity!
Dialog
Sales: How do we get familiarity?
Sales manager: Sending a direct email.
Sales: How about TV commercials and Internet Ads?
Sales manager: Yes, if you afford to.
Trigger11 Honesty
Honesty is the most important trigger. The more honest and straight your message is, the more your customers believe in you.
Check your message is true!
Dialog
Sales manager: Don’t lie to customers to sell. Customers will find your lie. Honesty is the best sales tool.
Sales: I got it!
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