Quote: "The better you are at influencing people, the better you can sell”
by Professor Andrew Grinbaum.
According to Webster dictionary, Influence is “a power affecting a person, thing, or course of event, especially one that operates without any direct or the power to sway or affect based on prestige wealth, ability, or position.”
Influence is a skill that is required in the field of business marketing. We influencing people majority of the time by trying to convince someone to agree with ideas or to make a decision. Our society follows the pattern of the capitalist culture and what is popular, where it influences us as humans to value different things. Majority of people feel they are known by what they have not by what they are. I choose to create the influence in the clothing industry because customers believe that brand name is a symbol of quality.
The Clothing industry could persuade more people to buy their product by marketing and promoting constantly, also direct your message to the right individuals. Three ways the clothing industry can persuade people to their product and service is….
- Showing what others are doing.
- Cross and up sell.
- Allay people fears.
Showing what others are doing: They could persuade more people to buy because people look to others and will often do what they're doing, especially when uncertain about a certain style or fashion. Also seeing a advertisement with a authority figure or celebrity brings sales. Webcredible.co. states “This psychological phenomenon is called social proof. People feel reassured and often make decisions based upon what other people are up to.”
Cross and up Sell : One could persuade people to buy more. examples: posting pictures and video about buy one get one free offers, having a item and them offering the matching item.
Allay people fears : One could persuade by ensuring the customer that what there getting is the best and satisfaction guaranteed.
In society, the clothing brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. For example a lot of teens tend to wear Ralph Lauren (POLO) because of its styles and the fact its what popular. Meaning what the person uses can reflect his or her taste of life, status in the society, economic background and many other things. This makes a connection between the clothing industry and its brands, with the consumer (buyer).
According to How to influence People: Techniques for making your Sales Soar By Scott Moldenhauer. Moldenhauer states that positive impact on your sales persuasion techniques are.
- Make product “in demand” or “hard to get”.
- Talk losses, not gain.
- Position yourself as someone Valued by the Experts.
Make Your Product Appear “In Demand” or “Hard-to-Get” : Present yourself and your product as limited or in demand because people want what they can’t have. For example a sales person would quickly say its the last in stock available. Another example, ads would tell us that the sale ending or its limited offer, so that it can be bought. This causes a demand to want it more.
Talk Losses, Not Gains : is not telling a buyer what they will gain by buying your product, but telling them what they are going to lose by not buying your product. This works because the pain of losing something that you already have is more intense than the pleasure of gaining something you don’t have.
Position Yourself as Someone Valued by the “Experts”: :is when the customer is unsure about a product to buy, so they look toward famous people, doctors, authority figure; as a reason to buy certain product. For example: advertisements claiming that a product is doctors recommend or celebrity clients approved.
As professor Andrew Grinbaum states in Cha-Ching “ The better you are at influencing people, the better you can sell”. I believe in this statement because I feel that product has a power if you can bring the product to life, which attracts the customers to buy more products. This helps to persuade more people and become loyal to your services.
Sources
Andrew Grinbaum. M.S. Cha-Ching First ED.2011http://www.webcredible.co.uk/user-friendly%20resource/web-usability/online persuasion.shtml
http://www.ehow.com/how_5962273_influence people-buy-product.http://www.selfgrowth.com/articles/how_how_to_influence_people.