Priming is a powerful tool that can be used to influence people’s thoughts, feelings, and behavior. It involves exposing people to a stimulus that triggers a specific response or behavior, often without their conscious awareness. In the context of sales, priming can be used as a pre-suasion technique to influence how customers perceive and respond to a sales pitch. In this article, we will explore the science of priming, and how it can be used to boost sales and improve customer engagement.
What is priming?
Priming refers to the process of exposing people to a stimulus that influences their subsequent behavior, often without their conscious awareness. The stimulus can be anything from a word or image to a physical sensation or emotion. For example, if you show someone a picture of a bicycle, they may be more likely to recognize words like “tire” or “pedal” later on. This is because the picture of the bicycle has “primed” their brain to associate these words with the concept of a bicycle.
The idea of priming has been around for decades, but it was popularized by social psychologist John Bargh in the 1990s. Bargh conducted a series of experiments that showed how subtle cues in the environment could influence people’s behavior, such as walking more slowly after being exposed to words related to aging.
How does priming work?
Priming works by activating specific neural networks in the brain that are associated with a particular concept or behavior. When we are exposed to a stimulus that is related to a specific concept, it activates the neural network associated with that concept, making it more accessible in our minds. This, in turn, makes it easier for us to recognize and respond to stimuli that are related to that concept.
For example, if we are exposed to the word “dog,” it activates the neural network associated with the concept of a dog, making it easier for us to recognize and respond to other stimuli related to dogs, such as pictures of dogs or barking sounds.
How can priming be used in sales?
Priming can be used as a pre-suasion technique to influence how customers perceive and respond to a sales pitch. By priming customers with certain words, images, or emotions before a sales pitch, salespeople can make it easier for customers to recognize and respond to the benefits of their product or service.
Here are some ways that priming can be used in sales:
- Positive priming: Positive priming involves exposing customers to stimuli that evoke positive emotions or associations. For example, a salesperson may decorate their office with pictures of smiling customers or use upbeat music to create a positive atmosphere. This primes customers to associate the salesperson and their product or service with positive emotions, making them more receptive to the sales pitch.
- Brand priming: Brand priming involves exposing customers to stimuli that are associated with a particular brand or company. For example, a salesperson may wear a shirt with the company logo or use branded marketing materials. This primes customers to associate the sales pitch with the brand, making them more likely to trust and engage with the salesperson.
- Benefit priming: Benefit priming involves exposing customers to stimuli that highlight the benefits of a particular product or service. For example, a salesperson may use words or images that emphasize the convenience, affordability, or quality of their product or service. This primes customers to focus on the benefits of the product or service, making them more likely to be persuaded by the sales pitch.
- Scarcity priming: Scarcity priming involves exposing customers to stimuli that emphasize scarcity or limited availability. For example, a salesperson may mention that their product or service is in high demand or that there are only a limited number of spots available. This primes customers to feel a sense of urgency to act quickly and make a purchase before the product or service is no longer available.
- Social proof priming: Social proof priming involves exposing customers to stimuli that demonstrate that others have already benefited from a particular product or service. For example, a salesperson may use testimonials, reviews, or case studies to show how their product or service has helped others. This primes customers to feel that the product or service is already proven and effective, making them more likely to trust and engage with the sales pitch.
- Authority priming: Authority priming involves exposing customers to stimuli that emphasize the authority or expertise of the salesperson or the company. For example, a salesperson may mention their credentials or experience, or use language that emphasizes their expertise in the industry. This primes customers to trust and respect the salesperson, making them more likely to engage with the sales pitch.
- Reciprocity priming: Reciprocity priming involves exposing customers to stimuli that create a sense of obligation or reciprocity. For example, a salesperson may offer a free trial or sample, or provide helpful information or advice. This primes customers to feel a sense of obligation to reciprocate the favor, making them more likely to engage with the sales pitch or make a purchase.
- Priming is a powerful tool that can be used to influence people’s thoughts, feelings, and behavior. In the context of sales, priming can be used as a pre-suasion technique to influence how customers perceive and respond to a sales pitch. By priming customers with certain words, images, or emotions before a sales pitch, salespeople can make it easier for customers to recognize and respond to the benefits of their product or service. However, it is important to use priming ethically and responsibly, and to ensure that the sales pitch is honest and accurate. By using priming effectively, salespeople can improve customer engagement and boost sales.