Boosting marketing and sales effectiveness using persuasion science and positive psychology.

1. PERSUASION POWER
Small Ways to Boost Sales & Marketing Outcomes!
@LoisKelly! HARDI | 3.22.16!

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Better outcomes!
Minimal budget!

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• How many feel
overwhelmed by new sales
and marketing techniques,
technologies?!
!
• How often do you wish you
could find a way to compete
more on price?!
!
• How often are you told “we
just don’t have the budget
for that”?!
!
• How many of you pray that
you never have to compete
with Amazon? !

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What matters most?!

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6. Appreciate
Customer experience
Persuasion nudges
Easier customer decisions
Strengths
Crea;vity, energy
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7. Social, behavioral,!
positive psychology!
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8. “We see our customers as invited guests to a party,!
And we are the hosts. It’s our job every day to make
every important aspect of the customer experience
a little better.”!
Jeff Bezos
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10. “A sense of
appreciation is the
single most
sustainable motivator
at work.”!
!
Dr. Adam Grant!
Univ. of Pennsylvania!
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11. People are less likely to
express gratitude at work
than any other place in their
life.!
John Templeton Founda;on study, 2013
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MORE TRUSTING.!
LIKELY TO HELP OTHERS.!
STRONGER SELF-WORTH.!

12. Apprecia;ng someone you work with
What they do and why it maOers
1. ________________________________
2. ________________________________
3. ________________________________
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13. Friday Howl-Outs!
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14. Where we focus and
the questions we ask
determine what we do.
(or don’t do.)!
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15.
Think about an experience at your company
where a sales/marketing effort was amazing.
What was the program?
What made it so successful?
What conditions made it possible to do this?!
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16. All modesty aside, what is great about your
marketing/sales – and how could you do
more of that? !
1. ______________________________________________________
2. _____________________________________________________
3. _____________________________________________________
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17. Persuasion"
NUDGES"
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18. 95%
of our purchase decision-
making happens
subconsciously.!
Gerald Zaltman
Harvard Business School
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19. Personalized text messages:"
5.7% increase in college enrollment!
Step by step instructions in email messages:!
Doubled service members’ enrollment in
government savings program!
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20. Make it easier for customers to make decisions"
Possibili'es
Personalize
Social
Proof Par'culars
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21. 9 TYPES OF MESSAGES!
POSSIBILITIES" Anxieties" David vs. Goliath"
"
Emerging trend"
"
Glitz & Glam" Seasonal"
Counterintuitive" Personal story" How-To"
"
Beyond Buzz, L. Kelly, 2008
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The more posi;ve the message, the more likely it is to be shared.
Jonah Berger, UPenn, “Contagious”

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Use of person’s first
name in reminder
appointment:
57% reduc;on in no-
shows
PERSONALIZE

23. PERSONALIZE
29% higher open rates
40% higher click through
rates
41% more likely to buy from
vendors who personalize
35% more opens from a
person vs. company email
blast
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24. 1. Save $54/month on
your utility bill.!
2. Prevent the release
of 262 pounds of
greenhouse gasses
every month.!
4. Saving energy is a
socially responsible
thing to do.!
3. 77% of your
neighbors already using
fans to save energy.!
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25. SOCIAL PROOF:
Case studies
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Social Proof:
Experts

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IMAGES
you ‘get’ us

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86% of contractors in (your region) are now
selling ductless heating and cooling systems.!

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If you ask someone to do something, they are far
more likely to do it if you explain why.

30. BEING SPECIFIC ABOUT OPPORTUNITY
COSTS INFLUENCES DECISIONS
Cost of choosing
higher priced product !
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Someone to
mow your
lawn for six
weeks

31. With the average
annual savings from
participating in your
loyalty program…!
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BEING SPECIFIC ABOUT OPPORTUNITY
COSTS INFLUENCES DECISIONS

32. BEING SPECIFIC ABOUT OPPORTUNITY COSTS
INFLUENCES DECISIONS
The ;me saved using our
24/7 online ordering
system
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Three extra
days of
vaca;on

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THREE!
Ideal # of claims to produce !
positive impression!
“When Three Charms But Four Alarms”
Suzanne Chu, Kurt Carlson, Journal of Marke;ng

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35. GET STRONGER:
Renewal vs. repetition!
hOps://youtu.be/3V7PmfvX2pE
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36. Confidence"
Self-esteem"
Optimism"
For organizations who are focused on
strengths, 77% of their employees
report they are flourishing, engaged
and able to make things happen at
work."
!
VIA Ins;tute on Character

37. Renewal: use your character strengths"
Crea;vity Curiosity Judgment Love of
Learning
Perspec;ve Bravery Perseverance Honesty
Zest Love Kindness Social
Intelligence
Teamwork Fairness Leadership Forgiveness
Humility Prudence Self-Regula;on Gra;tude
Apprecia;on
of Beauty/
Excellence
Hope Humor Spirituality
www.viacharacter.org
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38. 1. What strengths resonate with you the most?!
2. When you’re in the flow, what strengths are you using?!
3. What do you think are Bruce’s strengths?!
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APPRECIATE!
NUDGE!
USE YOUR STRENGTHS!

40. I’m On Fire!
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It’s not what you sing it’s how you sing it!

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PERSUASION POWER..
Be like the BOSS. Play to your strengths. !

42. Foghound.com
RebelsAtWork.com
slideshare.net/Foghound
@LoisKelly
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