The 4 Secrets of the Unconscious Buying Mind

So when a consumer buys something, they’ve consciously thought it through, right? Not quite. And that gives a big advantage to those who are doing the selling.

That’s because so much of the process from a consumer not having something to getting it in the hand happens in the unconscious or subconscious mind.

Let’s break it down, in 4 steps:

1. No thinking

It’s unfair to call people lazy, but the more thinking a seller can do for a purchaser, the better. Unconsciously, people would prefer to do less thinking, even if we all think we make our buying decisions rationally. So if your product or business’s purchasing steps require too much thinking, or it’s not explained in a way that the unconscious mind understands, it will turn off.
That’s why confident people will make the entire purchasing process as easy as possible, with all questions answered, extraneous information filtered out and all choices narrowed.

2. No risk

While the unconscious mind would prefer not to over-think, it’s also important to remember that it will try to steer away from taking big risks. Yes, people like getting something new, but the unconscious mind is also wary, and ready to steer around a potential risk.

So while many sellers go down the ‘all new, totally different!’ route, the better option is to market your product as a safe and sensible choice that improves their life.

3. No second look

Yes, first impressions really count – and you only get one chance to make a good one. Buyers assume they are making a calm, considered decision that is objective and rational, while in reality the unconscious mind can be made up immediately, based on a great first sensory impression. The thinking process after that can be the unconscious mind convincing the conscious mind to open that wallet.

So when it comes to first-sight marketing or the opening words of a sales pitch, or the state of emotion you are in,  remember: it really, really matters.

4. No untrodden path

When you talk to a conscious mind, the messages you’ll hear are about how they are unique, how they like to take a risk, try something new, blaze a new trail. But in reality, unconscious minds are actually much more prone to simply doing what the majority of people do.

It may sound boring, but the unconscious knows best: safety in numbers. When you see someone at the checkout, you’re curious about what they’ve taken the bold step to buy, because it’s some sort of proof that something is worth buying. That’s why testimonials are so powerful, and why successful people go on and on about ‘bestsellers’!

Converting conversations to sales is much easier if you have a better understanding of how the unconscious mind interacts with the conscious, improving customer relationships, customer service and communication. Training For Growth offers sales training Perth clients find simple to learn, so get in touch to learn more.

Call Diana from Training for Growth to learn more about the Converting Conversations to Sales workshop.