Social forces are one of the most important forces in the business world. And if you understand how these forces work, you can always use them in your favor. Humans unconsciously create trends that affect how they behave, think, and interact with other people. In this article, you will learn some ways to convert social forces into customer buying decisions.
Surprisingly, most social forces are impersonal and remote because they weren’t created deliberately.
However, you will often encounter social forces as an entrepreneur. In doing so, you have three options – you can embrace them, challenge them, or bypass them. The choice is yours to make.
These days, social forces influence most buying decisions. People tend to buy a product or service based on emotional and psychological factors influenced by social forces. For example, it could be due to passion for other people, their experience, and sometimes, social relationships.
So, here are some ways to convert forces into customer buying decisions;
#1. Find the Latest Social Trend or Create One
Most consumers these days have an “I don’t want to be left out” attitude. And you should take advantage of that as an entrepreneur.
I know it’s funny, but it’s today’s marketplace; most people don’t buy based on rationality. Instead, they buy based on emotions and other psychological factors. That explains why Havard Professor Gerald Zaltman says that 95% of buying decisions are subconscious.
Most customers rely on their favorite social media channels or influencers to make decisions. They don’t carry out a cost-benefit analysis and research. Once they feel that a particular product is trending, they make an impulsive decision to buy them.
However, this is not peculiar to the business or customers alone. Several business-to-business organizations now unconsciously make buying decisions based on social trends.
For instance, the sharing economy trend birthed successful brands like Airbnb and Uber. And when most people make rental decisions on Airbnb, they don’t consider cost advantage or special features. Instead, they make their rental decisions based on things like local flavor, the hospitability of the host, etc.
So, one of the ways to convert social forces into customer buying decisions is to position your business along with social trends. And if you can’t find a suitable trend for your business, create one.
#2. Have a Good Relationship With Popular Social Influencers
Nurturing your relationships with social influencers is one of the ways to convert social forces into customer buying decisions. Regardless of your niche, the service of a social media influencer will always be handy.
Most influencers have loyal audiences who rely on them for purchase decisions. These consumers always follow influencers’ leads based on psychology. And will take their recommendations seriously.
If you have a good relationship with influencers in your niche, you can use them to create a trend for your products and services. And once your product trends across social media platforms, it will make it easier to reach out to more customers.
For instance, someone like Neil Patel is one of the most popular influencers in the SEO niche. Most business owners rely on his recommendations because he’s an industry leader in the SEO niche.
So, it’s easier for Neil Patel to recommend any SEO-related product or service to his audience. And they will gladly buy his recommendations based on psychology.
#3. Try To Make Your Offer Exclusive, Unique, and Personal
One of the best ways to convert social forces into customer buying decisions is to make your offer exclusive. It’s easier to convince people to patronize your products or services if you offer something unique and exclusive.
So, you can easily influence customer buying decisions by giving them the impression that the availability is limited, that the service is selectively offered, and more importantly, the product or service will improve their status.
And once you can work on your customers’ subconsciousness, they will pay less attention to cost and usability.
For instance, the early success of the social media giant Facebook was because membership was exclusive to Harvard Students. And once the students saw the exclusivity in the membership, they massively joined the platform.
Similarly, some startups use advanced artificial intelligence to provide personalized services to their customers. And most of the time, it gives them a competitive advantage in their niche.
#4. Building Positive Relationships With Potential Customers
You can easily influence a potential customer’s buying decisions if you have a good relationship with him or her. That’s because customers generally want to do business with people they know, respect, trust, etc. And most times, when these factors are there, they don’t consider cost and other features.
So, try to be more active on social media and build positive relationships with your audience. If possible, commit to a higher purpose that goes beyond profit for your business. It will make your customers respect you more and want to do business with you.
For instance, the founder of TOM shoes, Blake Mycoskie, set a higher purpose beyond profit for his brand. He donates a pair of shoes to the needy whenever someone buys a pair from him.
And according to analysts, Blake Mycoskie’s approach generated more returns than the cost of donating a pair of shoes.
#5. Highlight Benevolence to Customers and Society
One of the best ways to convert social forces into customer buying decisions is to be kind to your customers and society. It costs you nothing to treat your customers with respect.
If you always treat your customers with kindness, they will be loyal advocates of your business.