The Power of Influence
Professional Development
What Is Influence?
Why does it matter?
Types of Influence
Agenda
Branding
Closing Thoughts
Why do Customers Buy?
Did you ever stop to think about why your customers prefer
your products over your closest competitors? What is it that
sets your products apart from the rest? They are almost
identical in many ways. To understand your business better, it
is important to know your target customers. This will help you
understand why they choose your products.
Understanding Your Customer
Consumer
Power
These factors provide marketers with
a better understanding of their
customers. These influencing factors
can be used to your advantage by
helping you understand your target
market, product category, brand and
competitive set. Customers can be
influenced by what you say, how they
hear you, who you speak with, and
the images you create. All of this can
help to build a web of influence
factors. These connections are
powerful and effective tools for
winning customers' hearts and minds.
Understanding the consumer decision process will help you to understand how people make
decisions about what and when they buy. The outcome of purchasing decisions can be affected
by many factors.
These factors can be specific to your buying situation, such as what you're buying and for which
occasion. Others are unique to each individual: their background, preferences and motivations. It
is impossible to predict the impact of the many influencing factors on a purchase decision
because no two people are alike.
.
Influencing
Online
Website Advice
• INFLUENCING ONLINE
• Your website should be easy to read.
When people read something in difficult
fonts, it can make them feel more
confused about the topic.
• This holds true for both products and
purchases. Several studies have been
done on ecommerce product pages. One
of these studies revealed
The Power of Influence
Products Vs
Branding
What is the deciding factor
How people perceive products is affected by their
description format.
Product Factors
Product factors directly relate to the product. If
you are shopping for a mop, and there are two
identical products on the shelves, one mop may
be your choice. The reason is that it is made of
stronger materials. This is a product factor.
There are also non-product factors. These are factors
that have an indirect effect on a customer's decision,
even though they aren't directly related. These are the
five most common non-product factors. These factors
are equally important from a business perspective.
Branding
Brand name The brand name is important - and this
goes beyond brand equity. Both the sound and images
of the brand name can influence the buyer's
decision. When launching a product or brand, it is
crucial to choose good company names.
First, brand familiarity is more likely to get clicks on
Google.
82% of respondents chose a brand they knew well as
their first choice across many sectors.
47% of respondents indicated that they were past or
current customers of the brand.
Different Influence Techniques
Influencing
Techniques
What is the deciding factor
•The Decoy Effect can be used to influence the
decisions of customers.
•Use the Reciprocity Principle to influence the actions of
your potential customers.
•The Endowment Effect allows you to increase the
ownership of your customers and maximize sales.
•The Framing Effect allows you to use the Framing
Effect to create word (verb) questions or statements that
will change the customer's perception.
•Social Proof can increase conversions on a sales
webpage.
Social proof isn't a new idea. Man is a social animal and
has been sharing recommendations with each other for
hundreds of years. These recommendations and antirecommendations are now easily heard by hundreds.
Social proof, as I said above, mainly impacts your
friends and those you know. Social media users aren't
only following their friends, they also follow influential
people. This is where influencer marketing comes in to
play
Influence Training
Samantha Grubelich
Andrew Chaplin
Chris Moody
Emma Cartwright