Whoever makes sales, online or offline requires psychological triggers to influence the customers to buy the product (Cialdini, 2016). Selling raffle tickets like any other product would also require reciprocity, commitment, consistency and use of other compliance tactics to woe customers. This paper looks at how one can build on these triggers while selling the raffle tickets.
Cialdini (2016) asserts that we feel obligated to reciprocate whenever we get something from other people. Whenever we give out something, those who receive them tend to feel compelled to comply with any requests we make in future. Reciprocity can be applied to the sale of tickets by advertising the tickets and attaching a gift to them so that whoever purchases one gets a gift. Besides, giving more beneficial information about the event to the buyers may be used as an ethical bribe to make them feel grateful and thus buy tickets.
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Social influence technique refers to the fact that the behavior, emotions and opinions of people are affected by others. Social proof involves the belief that customers have confidence in the views of their peers (Cialdini, 2016). Making the sales of the tickets would be more successful if case studies, client stories, logos, good media emotions, photos, testimonials with real names are shown to customers. Moreover, the number of followers or likes or social shares of the event will boost purchase of the tickets.
The western world is drawn to things believed to be in limited supply. People often attach value to scarcity; they assume that if something is rare, then it has high quality (Cialdini, 2016). The thought of losing the tickets will motivate the customers to buy them very fast. I will trigger this effect using tactics that show the tickets will soon be gone or off the market using phrases such as, ‘rush while stock still lasts,' ‘you'd better hurry only a few tickets left’ and many and many other statements.
Commitment and consistency principle. According to Cialdini (2016) giving willing buyers opportunity to show interest even if they are not ready to buy because people tend to be consistent in their words and actions acts as an incentive to purchase. Making the customers sign up for my email newsletter and then finally getting the tickets to them increase their chances of buying them. I also establish an easy return policy so that the buyers may feel they have the option of returning the tickets if they wish and get compensated but the truth is that the customers will already have been committed immediately they purchase the ticket.
Finally, I will use mimicry as a psychological marketing technique. Using photos of people looking like my target audience and even their language on a copy will probably increase their chances of purchasing the tickets (Cialdini, 2016). Creating a connection to the buyers will make them feel attached and thus buy the tickets.
Reference
Cialdini, R. (2016). Pre-Suasion: A revolutionary way to influence and persuade . Simon and Schuster.
