Promotions that display an original price alongside a discounted price also take advantage of this biasSeeing a crossed-out price of $200 and a new price of $150 makes the discount seem much more attractive, influencing the customer's purchasing decision.
The Principle of Reciprocity: Generating a Feeling of Debt
The principle of reciprocity is based on the idea that people tend to feel obligated to return a favor when they receive something of valueThis principle is a cornerstone of human interactions and can be effectively applied in the field of sales.
In sales, reciprocity can be activated by offering physician database customers something free or valuable before asking them to buyThis could be a free sample, a free consultation, exclusive content, or a trial version of your productWhen they receive something of value, consumers tend to be more inclined to reciprocate with a purchase.
A clear example is offering free content in the form of ebooks or webinars before promoting a product or serviceThis gesture not only creates goodwill but also establishes a relationship of trust, which increases the chances of conversion.
The framing effect refers to how the context, or the way information is presented, can influence a person's decisionDepending on how an offer or product is framed, consumers may perceive it more positively or negatively.
In sales, this principle is used to highlight key benefits or downplay the less attractive aspects of a productFor example, instead of saying "Shipping is $10," you could frame it positively by saying "Get fast shipping for only $10." Simply shifting the focus of your message can make the offer seem more attractive.
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