We, humans, have our preprogrammed triggers that work wonder for the market, sales and persuasion. To initiate that preprogrammed triggers we have to understand specific niche customer habits and small unnecessary details that normal people overlook(but these help in selling your ideas to people). Let me elaborate using two examples.

1. Sorry to bother you. I have a 2% charge left and it's urgent. May I use the charging port because I have to catch a flight in an hour? - Result - 93% effectiveness

2. Sorry to bother you. Can I charge my phone? - Result - 60% effectiveness

At first, I am selling this proposal with a reason and the human mind get satisfied if any request is followed by a reason. Whereas I am requesting without giving any reasons. So Because plays a key role. You can easily predict which one of the images will gain more sales.

Part-2: Expensive is good

"I thought expensive was good." I heard this from my disappointed friend because she tried dumplings from an expensive restaurant and it tasted horrible. It got me thinking about where is this thinking coming from and why we as a society think like this? Then I started reading Harvard social psychologist Ellen Langer experiment on this human behaviour. The "expensive=good" stereotype we have gotten inside our head from various TV programs, marketing campaigns, friends and movies. This mentality helps our mind to relive that lifestyle and thus it becomes a habit. So let's dissect this psychology and see the marketing tactics used on us by others or by our mind itself.

1. A higher price means better quality. At many stages it's true but with this influence comes a stage where a product or service can be sold to a customer who doesn't have much knowledge about it but follows the crowd. That's why soap, shampoo, bags, clothes etc. with the same composition is sold at very different prices by redesigning the product that appeals to the mass.

2. So why don't the masses take this shortcut and do whatever it takes to get that product they have no idea about. The answer is simple - they have only one concept in mind "I thought expensive was good." If they had more knowledge about compositions, who is the management is, why recent reviews are negative, what is the use of this product etc, they could have to know the actual worth of the product.

3. This works as a FOMO as well. As people are invested in a product price gets double or quadruple suddenly. With the least knowledge and just taking price into consideration people buy. For example - many cryptos.

That's why statistically people bet on the price and make a parallel with the brand they use or want to buy. That's how persuasion works using a 70% off poster works and you don't have a clue about it. This concept is just a small part of cumulative neuromarketing used by developers, psychologists and salespeople.

Part-3:Power of exploitability -

"That's rude. How can you say those things to me?" This sentence brings a glimpse of sadness when said to someone. Why does this happen? It triggers our stimuli that are linked to images of experiences. In short, people knowingly or unknowingly trigger these points that are coded in our minds because of experiences and learning from our childhood. Exploiting these types of triggers similar to "Expensive is good" people sell their products. Corporations with data know customers needs, mindsets and habits. To pitch a product and gain sales they need to see the analytics of these things. That's why companies like Byjus could acquire lots of parents' trust through their sales model using analytics that targets parents' fear and acceptability in society. They exploit the power of triggers to sell their service.

Part-4:Perception manipulation - a virtually undetected weapon

The ability to buy things and repenting later that "I shouldn't have bought those things. It cost me a fortune." People don't necessarily understand how perception plays the role in this. According to the contrast principle in human perception, if we see the difference between two things presented one after another. If the second object is fairly different from the first, we tend to see it as more different than it's is. What is the reason behind people buying gym supplements or going to a high-end gym? The reason is simple - a six-packs abs just like a model. This runs the sale, marketing behind the fitness products. People will perceive the physical structure of their body as less attractive or less than the highly attractive or structured models. This way of marketing sales our comparison and perceptions. Supplements are the byproducts and targeting and manipulating the perception in the right way to the right kind of people makes all the money and revenue flows in. This perception theory is supported by a demonstration of perpetual contrast in psychophysics laboratories by taking three glasses of water -one cold, one at room temperature and one hot. Put your hand in the cold glass first and another hand in the hot water. Then put both hands in the water at room temperature simultaneously. Even though both are in the same glass, the hand that has been in the cold water will feel the water to be hot and the hand that has been in the water will feel the water to be cold.

Part-5: The power of selling something you don't know you ever wanted

"I bought one eyeglass and although it was a little expensive, I am liking it and it's so clear now." His budget was way less than that. So out of curiosity, I went to see how the eyeglass store sells its products to customers.

Show crappy designs first so that when you ask to show something good the best and most awesome design comes. "It's a bit expensive but completely suits your personality and looks. As you have an oval face this will look great on you. On top of that, the spectacle has tested longer durability, flexibility, scratch resistance and UV protection all are included in that price range. And due to rough use, you can add a spec cleaning spray worth 200 only for 99."

Psychology used -

1. Perpetual contrast principles by showing crappy design ahead of great designs or comparison between two similar features car in the same price range. Throw some confident features, protection guarantees and services to the second one with a bit higher price and you have eradicated the thought of not buying from your store at all. Now the person will be a constant comparison to buying between both products and ultimately you will sell your products.
2. Now on basis of 1st principle as you have bought a higher-priced product, a very less priced product which you never thought you will need will be with you when you walk out of the store just like the Rs 99 specs cleaning spray.

So sell expensive first and use that as a platform to sell small products with them.

Part-6: Reciprocation - The psychological indebtedness

Experiment - "How easy it is to say no to a person you know in comparison to a stranger?" Imagine, your best friend who had given you Rs. 100 before when you needed it urgently or if someone invites your family to a wedding ceremony, by reciprocity rule you will return the favour and give your friend or invite that person to your wedding. All these happen because we become "much obligated" to return the favour, invitation or gifts.

The same is used to sell products o the target audience. First, on social media or in communities, people sell free products, courses or knowledge to their audience. Now the audience is in debt to the creator without having a clue. Then when the creator asks for any favour or sells any product that has a price tag some audience(if not all) will replay back that debt by purchasing the product.

Part-7: Overpowering - The feature of reciprocation

One of the reasons reciprocation can be used effectively is to make people say "yes". This feature is so powerful that you become indebted to other people overwhelming the liking of those people towards you. In other words, in the majority, they will buy your product irrespective of their likeness towards you (whether they like you or hate you). This was proved by Professor Dennis Regan of Cornell University.

Have you ever thought about how you become loyal or indebted to the company on its first day without even working there? You might have gotten free goodies like bags, sweatshirts etc. These gifts follow the rule of reciprocation and you become obliged to do good work and become a valuable asset to the company.

In sales and marketing, this reciprocation technique is widely used by salespeople by giving free products first and when people whether or not want to have the product are indebted to the person who will buy their product and thus close the indebtedness account.

Have you ever thought why is it so hard to walk away after tasting a few ice cream flavours from an ice cream parlour? The same concept is used by thousands of content creators, influencers and advertisers in digital marketing.

Part-8: Indebtedness - a paradise for marketing and sales

"I am indebted to you. The amount of help you have provided me through your content made me fall in love with you." - it's a comment under many influencers, creators and motivational speakers videos or posts. This follows by the announcement of courses, merchandise and product advertisements. As of now, you have their gift (their content), although you don't want to buy anything, your mind is attached to that debt and suddenly the confusion from your mind spread to your posture and you buy the product.

So Reciprocatory rule was established to promote the development of reciprocal relationships between individuals. So the debt can be exploited using various trigger features, perpetual contrast and perception manipulation through media, posts and software.

Part-9: Rejection then retreat Technique

The technique is a two-step process to sell a product to a person or negotiate with a person. Suppose you want me to agree to a certain request. One way of increasing your chances would be making a larger request which I will most likely turn down(But the request should sound genuine, thought upon and should not be unreasonable). Then after I refuse the 1st request, you must make the smaller request you were interested in all along. But you have to skillfully structure the request. This will make your second request a concession to me and I will be more inclined to respond with a concession of my own.

Let's see a scenario - a person wants to get donations and is asking you to donate some money. You don't want to so you refuse to get out of that situation. But it follows with this okay sir thank you if you are not donating, can you please give me any two friends numbers so that I could connect with them. As you have rejected the first request you will take the 2nd request (in the majority of cases). Now when the person gets the numbers he will pitch to your friend that he got referred from his/her acquaintance and you donate to these causes, so can you please donate. See the differences in marketing and sales techniques.

Part-10: A powerful force of cumulative INFLUENCE techniques

Rejection-then-retreat technique success is because of several reasons -

1. Incorporation of RECIPROCITY Rule - Making a person in debt by giving something before selling your real product or ideas. In this way, the other person will be obliged to repay you by owning your product.
2. PERPETUAL CONTRAST Technique - the larger-then-smaller technique uses this contrast to negotiate people to buy into your personality or product. First, tell them a high number which is more likely they will reject and come up with the expected number which must be much less than the first request. Now, this offer is more likely to be accepted. Salary negotiation is a great example.
3. STRUCTURAL PRINCIPLE - The above example will be a great hit as it has a great result also if they agree to the first offer then you don't need to follow up with the smaller request. It's a win-win situation for you. It's always head - you win and another person loses. The way you structure your pitch matters. That's why some get a chunk of money in funding and some get less.
4. RESPONSIBILITY - In a negotiation make the other person feel that they are more responsible for the outcome. In this way, they will feel in power that they dictated the final agreement. So when you make extreme salary demand the other person will try to negotiate to a less price and the amount of time you say yes until your real expected value, another person will think they are dictating the negotiation terms and they will live up to the term of control and will give you the offer more likely.
5. SATISFACTION - Because of the responsibility of dictating the terms they feel satisfied and you can smoke likely go further with other demands.

Part-11: Power of NO

In part-10 we saw how we get manipulated and exploited by the reciprocity rule. It's very hard to determine whether someone is genuinely giving a gift without wanting anything in return or the first gift is just a step to sell the product. There are two ways -

1. Straightforward - Politely say no to any gifts and give reasons.
2. Elegant - Accept the first gift in both cases (genuine and manipulation) and if the second step is there then elegantly say no and come out of that situation as you have understood what reciprocity rule can achieve.

Part-12: Commitment and consistency

"Let's not but that thing. It's very expensive." A few minutes after - "I told you that it was worth it. It's one of a kind and it's the best purchase I have ever made." Can you see the difference? How many times we are hesitant to do something and go on to justify our actions after doing that thing? Like other influences, it lies deep within us directing our action with quiet power. Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressure to behave consistently with commitment. This trait of us is a goldmine for marketers who might be selling agendas, narratives or products.

Part-13: Brilliant use of consistency in advertising

Just like an automatic habit of doing things, for our own need to be consistent because of past commitments we will be sold products by exploiting these habits of ours without us being knowing.

1. Consistently showing ads through various channels
2. The undersupply of products in the market to keep up the hype and consistent remainder that why you need it by notifying the sale and in return sell substitute or recommended products until that comes.
3. They know through data analytics about your buying patterns and interest through ad clicks and searches so taking this data in makes you keep the promise you made to yourself or others to buy that thing in the first place.

In short, you will see -> buy -> repeat. Profit to the companies.

Part-14: Commitment - a weapon to build a prospectus to a customer

"Start small and build" Why does data play an important role in a startup or big corporation? They know the topics you are interested in and you give them minor answers in form of chats or discussions over calls to customer care. These are minor requests which make you commit to your narrative as those will be the things you believed in so you will be shown ads of those narratives like courses, products etc and you will be forced to buy without you even knowing.

For a salesperson, the tactic is to sell small to a particular customer. Almost any small sell will do the work as the purpose of that small transaction is not profit. It is a commitment. Further purchases in the coming days, weeks, months or years are expected to flow naturally from the commitment.

This technique is otherwise called the "foot-in-the-door technique".

So technique goes as follows - make them commit to your cause by giving some narrative using their data -> start selling small -> now the prospectus is a customer -> Carry on with the larger sells that they believe in throughout their life. So data is the King now.

Part-15: What we perceive is not who we are

We view ourselves by the societal mirror by how others think we are and try to match that perception. When we write what's not true, we commit to that persona and throughout life try to enact it. Startups or businesses bet on this commitment by selling you ideas about you what they think you are like. Whether or not startups know you, they know their market audience and if you are a prospectus they know that you are the somewhat reflection of that audience you try to fit with. Thus using commitment and consistency they sell ideologies and products.

Part-17: A magical wand

"Can you give me that on paper?" or "Write your goals and objective down". Writing is the commitment we make to ourselves as well as to the public. There is a slight increase of chances to fulfil these written objectives because we commit ourselves to be good in public eyes. Data that is sold right now is a product. Your whole behavioural data is being sold as you agree to the term and conditions written when you signup write feedback forms or chat with companion apps. Product is now our life that is being sold. These things follows written agreements -> commitment -> consistency -> Influence techniques.

Part-18: Attractiveness - an underrated persuasive method

Good looking people in ads, charismatic people on social media and favouritism towards physically or mentally attractive people clicks the trigger features in people to make them comply to say "yes". A halo effect occurs in people when one physical characteristic dominates the way that person is viewed by others. TV shows, product placement and influencer marketing are heavily based on this one dominating feature.

Part-19: Association

Do you know what is the similarities between hardcore sports fans, the manager who takes credit for teamwork, people who associate themselves with some famous friends or celebrities to impress someone and us as an individual?

The answer is simple - you must have heard hardcore sports fans react when our cricket team wins. "We" won the match or "we" beat that team by 7 wickets. But when our cricket team lose "they" can't win against such a low-grade team or "they" don't have the calibre to win outside India. If you look closely "we" or "they" tell the psychology of a person associativity. People who are not clear about who they are, about their feelings or psychology and who feel they don't look so good in situations of defeat. So just to make ourselves look good we try to bask in the reflected glory of the successes we are even remotely associated with. So when a team doesn't perform well or don't deliver the product on time, managers start feeling his public image is damaged, he tries putting blame on the team and tries to restore his public good image by associating himself with the successful ties. That said, those who know themselves and accept who they are and their outcomes don't associate themselves with these criteria. This is the reason we buy brands and associate ourselves with their success, superiority over other brands and to be on everyone's good books. So the best way to sell products is to sell people's fear.

Part-20: How to say NO to the liking rule

The answer is a complex one.

Step-1: Stop and think do you like the other person who is selling a product or impressing you. Step-2: If yes, did he give you something just before your conversation for free or took a keen interest in your work or hobby? Or maybe he is genuinely nice. Step-3: Now while taking a decision think about why you came to a place or are you impressed with the product you want to buy or impressed with the person who is selling it? Step-4: Final step is to separate the likeness with the product you want to buy. Focus on the latter one by making a pros and cons list completing excluding the feeling that you might hurt the other person.

This knowledge is from the book - The Psychology of Persuasion by Robert B. Cialdini. Thank you for all these beautiful lessons.