Sales Psychology – 6 Marketing Principles To Success


If you start with your business, you will understand that you need certain fundamentals to succeed. Values ​​such as trust and authenticity are indispensable for your corporate culture. Additionally, There Are 6 Marketing Principles Smart Online Marketers, and Successful Entrepreneurs Use to Generate Great Income. These marketing principles work both online and offline. They influence the psychology of the consumer and trigger the desire to want the product offered. So in this article, we want to bring you closer to the best tips and tricks in sales psychology.

Sales Psychology As The Basis of The Marketing Principles

Anyone who wants to establish themselves on the market with their products or services is first faced with the challenge of being noticed. Making customers aware of your company and then convincing them of it is a difficult task. 


Reciprocity is one of the most powerful principles in sales psychology. Because exchange describes that we humans treat our counterparts in the way they treat us. So when we get a favor from someone, we want to give something back to that person. In this case, it is imperative to us not to be in debt and therefore often give back even more than we got. This effect can be intensified if the first favor is significant and of high quality, especially when this advance payment comes unexpectedly and is even individually adapted to the recipient.

This marketing principle of sales psychology can be cleverly used in online marketing. For example, you can offer high-quality content to attract and convince your customers. This can be implemented in the form of free eBooks or free webinars. If a customer has already bought something from you, please give them a free sample or a discount voucher. In return, customers or potential customers may subscribe to your newsletter, like your social media channels, or decide directly on a product from you.


Basically: We are more willing to listen to people, to show them trust, and let them convince us if we find them sympathetic. And whether we find someone sympathetic depends on various factors. Is our counterpart similar to us, or can we identify with them? Does our companion seem attractive? Do we get praise and recognition? Do you feel a certain closeness to one another that triggers familiarity? Does our counterpart seem honest? Do they succeed? So if you combine a few of these characteristics, you can convince potential customers to buy your products or services.

But how does this theory work in practice? On the one hand, frequent contact with the customer can create a certain closeness and familiarity. Someone who often reports by e-mail or is very present through pictures on the website seems to be looking for customer contact and gives a semblance of genuine interest. On the other hand, personalized addresses in newsletters, e-mails, or other communication channels can increase this effect of sales psychology. You can also appear sympathetic to your target group through appropriately created personas.

Also Read: B2B sales: Business To Business

Social Proven

The fact that humans are herd animals becomes apparent at the latest through the marketing principle of social reliability – also known as social proof. Because we humans judge a situation as of right when we can observe the same behavior in other people. Do we sit down in an empty café when the restaurant next door is busy? Do we buy product A when product B has more customer ratings? Social reliability prompts us to look at the majority and to draw our conclusions from it. Social proof is particularly influential for people who are very insecure and have not yet decided on a specific action.

This effect can also be used in online marketing. Have customers bought one or two products significantly more often than others? Then point this out to other customers and convince them with the satisfaction of previous customers. It is generally worthwhile to make successes visible. Does your website have an above-average number of visitors? Do your social networks have a vast number of followers? Are your sales numbers very high? Or do you have known people among your customers? Communicate these successes and advertise them so that insecure potential customers are encouraged to buy. Make sure, however, that everything here is always accurate and that you advertise with people and names who have given you their consent.


Another marketing principle in sales psychology is the principle of authority. People believe and trust other people in positions of power much more than people in the lower classes. So if you are more successful, more powerful, and better known, we give you a leap of faith and act according to your instructions. Often we do not even have to be convinced of its authority and knowledge since even simple symbols trigger this behavior. Everyday symbols that exude power are, for example, work clothing, titles, or status symbols such as cars or expensive clothing.

Your online marketing can also benefit from these symbols. There are special trust seals for websites that, on the one hand, exude expertise and on the other hand have a very trustworthy effect on users. In addition, specialist articles, contributions from external experts, or listed studies can stand for authority and specialist knowledge and convince customers more quickly. So think carefully about how you can use authority as a component of the six marketing principles in a meaningful way.


The principle of scarcity precisely describes that we perceive products or services to be all the more valuable, exclusive, and essential when they are only available to a limited extent. If goods are available only rarely or in small numbers, these goods appear more valuable. In addition, we have the feeling that we have to act quickly, as there may soon be nothing available and we don’t want to “miss” anything. A shortage can arouse and, above all, increase the desire for a product. It becomes particularly urgent when we know that we are in direct competition with many other people.

And that is why the shortage is also often used in online marketing. Because with this marketing principle you can easily reduce your goods and thus increase demand quickly. Even small information on your website, such as “Only 50 copies available” or “This product has already been sold 10 times today,” can encourage the customer to buy or at least ensure that the offers are constantly monitored. Please note, however, that your requests match the stock. Otherwise, warnings can quickly flutter in.


We humans are not only herd animals. We are also creatures of habit. This means that we hold on to our decisions, values ​​, and viewpoints once we have made them. We are reluctant to question everything again and again and to reorient ourselves time and time again. According to Cialdini, we feel the need for consistency.

But how can we use the marketing principle of consistency in sales psychology in online marketing? All you have to do is know your target group and your customers well. If you know their values ​​and ideas, you can start right there. If you know exactly that your target group has a high need for security, you should make exactly this the topic when you get in touch. If your customers react more to emotional offers, you create dynamic content to guide them to your product. You can use everything you know about your target group’s habits, interests, and values ​​for yourself.

Conclusion: Use This Marketing Principles For Your Online Marketing

Of course, one or the other marketing principle can be incorporated into your strategy, sometimes more, sometimes less. But wherever possible, you should benefit from this knowledge. The integration of a small info button is often relatively uncomplicated, but it significantly affects your marketing goals.

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