Top 20 Sales Tactics Used to Manipulate Your Psychology and Behavior

A fascinating experiment from the book Priceless:

• Initially, two types of beer were sold: a premium beer for $2.50 and a cheaper one for $1.80. 80% of customers chose the $2.50 beer.
• Next, a third, cheaper beer priced at $1.60 was introduced. As a result, 80% chose the $1.80 beer, 20% chose the $2.50 beer, and no one opted for the super cheap $1.60 beer.
• Finally, the $1.60 beer was removed and replaced with a high-end beer priced at $3.40. In this case, the majority chose the $2.50 beer, a few picked the $1.80 beer, and 10% went for the $3.40 beer.

Here's a simple experiment you can try:

• Fill one cup with hot water (around 50-60°C).
• Fill a second cup with warm water (around 30-40°C).
• Fill a third cup with cold water (around 10-20°C).

Then, take both fingers out and place them into the warm water. You'll notice that one finger feels warm while the other feels cool.

This is an example of contrast.

This principle of contrast isn't limited to temperature; it applies similarly to pricing and product quality.

For example, you might hesitate to purchase a bag priced at 1,000,000 because it seems too expensive. However, your perception will change dramatically if the seller places a bag priced at 10,000,000 next to it.

Imagine it's a hot, scorching day, and you're offered a bottle of your favorite beer. Would you be willing to pay a premium for it if you had one of two options?

• Option one: The beer is bought from a run-down grocery store.
• Option two: The same beer, but purchased from a luxurious hotel.

Have you ever wondered why Starbucks can sell coffee for over $3 when other coffee shops charge only $1? The reason is simple: they make it impossible for customers to compare their coffee to others by changing the experience itself. They even give their drinks unique names like Pike's Place brew or Caramel Macchiato. This makes customers feel like they’re enjoying something entirely different and uncomparable to any other coffee shop. The lesson here is that when you have a unique product, you should avoid providing too many comparison points for your customers, as this can make them more likely to accept whatever price you set. However, if your advantage is a lower price than competitors, you’ll need to increase the reference points for customers.

In 1938, a new invention was introduced with the aim of encouraging customers to buy more, and in larger quantities. On the surface, this tool seems to be all about assisting the customer, but in reality, it may be a strategic tool to "push" you to increase sales for the supermarket. It may sound strange, but think about it: have you ever found yourself pushing a cart with just a few cheap items while others around you are waiting in line with overflowing carts? At that moment, you might feel a sense of embarrassment and consider picking up a few extra items right then, or at least buying more on your next visit to the store.

Have you ever wondered why all supermarkets place essential items and groceries at the back? This is because the typical shopper—usually a homemaker—is often distracted by an appealing product while making their way through the aisles. At the front of the store, you'll typically find candy, toothpaste, and shampoo near the checkout area. Why? These items are small, inexpensive, and convenient, so customers don’t need much thought before making a quick purchase.

Have you ever noticed the scents, colors, and sounds in supermarkets? Do you believe they are strategically placed to encourage you to spend more? Most supermarkets will ensure that the first scent you encounter is fresh bread or floral aromas. Studies show that these scents help break down your sense of caution, making you forget your initial intention to save. As for color, warm tones are often used to attract customers, while cool colors are employed to encourage spending. When it comes to music, soft, slow melodies, particularly classical music, make customers linger longer, buy more, and feel more inclined to purchase high-ticket items. On the other hand, loud or fast music tends to make shoppers want to leave quickly.

One of the key rules in discount policies is the 100 Rule. It's quite simple:

• If the original price of the product is less than 100 currency units, the discount is shown as a percentage.
• If the original price is more than 100 units, the discount is shown as an exact monetary value.

The most important and expensive items in supermarkets are often placed within reach and at eye level for most customers. Meanwhile, children's items, such as candy, toys, and clothes, are typically positioned lower on the shelves to attract the attention of children, who then beg their parents to buy them. Supermarkets also use other strategies, such as offering deals like '10 boxes of cereal for 10 USD', which may encourage customers to buy more than they originally planned.
Creating a sense of scarcity: Certain items might come with a message saying each customer is limited to a certain quantity. This makes shoppers feel that the item is in limited supply, triggering a fear of missing out and prompting them to buy immediately.
Changing the layout of aisles frequently: This tactic requires significant effort and expense for supermarkets, but it serves a purpose. By constantly rearranging the aisles, regular customers are unable to easily find the items they usually purchase. This forces them to spend time searching for products, and in that time, who can guarantee they won't be drawn to an eye-catching item they hadn't planned to buy?

Your phone breaks, and as you're searching online for a replacement, you suddenly come across an ad for a phone priced under one million VND. You rush to the store, only to be told:
"Sorry, the X model is out of stock, but we do have a slightly more expensive option available." After a bit of persuasion, you end up purchasing the more expensive phone, even though you initially intended to buy the cheaper one. The low-priced phone you saw advertised was merely a bait to lure you into the store.

• A psychological study showed that when a group of people was labeled as 'politically active', their voter turnout increased by 15%. This labeling clearly had a positive impact on their behavior. The same principle applies in business: by labeling their products as being for a more distinguished group, companies indirectly apply a label to their customers. For example, a handbag marketed as being for the most elegant women will influence customers who buy it to perceive themselves as elegant.

• Social psychologist Henri Tajfel conducted research that revealed people are more likely to stay loyal to their group when there is something to differentiate them. You can see this in the fierce debates between iPhone and Samsung users, or between DotA 2 and LoL players. These debates increase customer loyalty to their preferred products, and businesses tacitly support this, even if they never explicitly encourage rivalry.

• What about acting for a noble cause? Tom's Shoes once claimed that for every pair of shoes sold, another pair would go to a person in need around the world. By declaring they "act for a noble cause", a company can easily win the favor of new customers and the loyalty of existing ones.

A study using MRI scans on volunteers found that the frontal lobe of the brain is more active when we think about waiting for something. This is not a good effect for sales advertisements, as the frontal lobe is responsible for planning, weighing options, and inhibiting behaviors that aren't in our best interest. The more a customer thinks and deliberates, the less likely they are to make a purchase.

Therefore, ads with the word "fast", like "quick results", "rapid problem-solving", or "fast delivery service", are designed to catch the customer's attention quickly and boost sales.

When customers are presented with two promotional options, a 40% discount or a 60% increase in product quantity, most will choose the latter. A study from the University of Minnesota found that promotions offering an additional 60% in product volume sold 71% more than those with a 40% discount. The researchers explain that, intuitively, a 60% increase in quantity seems more advantageous than a 40% discount. Although, mathematically, the 40% discount would actually benefit the customer more. Furthermore, discounts may cause a negative psychological effect, making customers think the product's quality is questionable due to the price reduction. Additionally, when a promotion ends without further discounts, it can leave customers frustrated, while stopping the additional product offers doesn't have the same negative effect.

If you pay attention, you'll notice that most supermarkets and self-service stores tend to place their shelves and product displays on the right side of the customer's path. The reason for this is quite simple: the majority of people are right-handed. Therefore, products placed on the right side are generally easier to sell than those on the left. You can easily verify this by recalling your own supermarket visits and noticing if the items that caught your attention were positioned on your dominant side.

Most stores intentionally arrange their shelves and aisles in such a way that customers will move counterclockwise. This setup ensures that their right hand is always in the most convenient position to pick up items and place them in their cart. Conversely, when moving in the opposite direction, the inconvenience of reaching for items gives customers a moment to reconsider their decisions. To avoid falling into this psychological trap and save a little more on your shopping, consider walking clockwise through the store.

In his book Predictably Irrational (also known as Phi lý trí in Vietnam), Dan Ariely describes an interesting experiment involving different subscription options for The Economist magazine:

Option 1: Online subscription for $59
Option 2: Print subscription for $125
Option 3: Both print and online for $125
The result: 84% of people chose Option 3, 16% chose Option 1, and no one chose Option 2. At first glance, Option 2 seemed pointless.

However, when Option 2 was removed, the choices changed dramatically: 68% chose Option 1, and 32% chose Option 3. This shows that the seemingly irrelevant option had a huge impact on people's purchasing decisions. The reason is that when we are faced with two completely different choices, we struggle to make a decision, but when there are comparable options (like price), it becomes much easier to choose.

So, if you're a business owner looking to boost sales of a product, consider adding a similar yet inferior product to your lineup. This simple strategy can significantly improve your sales results.