6 Key Sales Principles Of Influence From The Dilate Archives

Because who doesn’t love the sound of their own voice?

We’ve been indulging in some light reading of Dilate articles gone by – half-expecting to dig up thinkpieces riddled with outdated SEO tips and recommendations for softwares now long dead and gone.

Imagine our surprise when we stumbled across this forgotten gem – still ferociously relevant and keen-eyed, these 6 influence principles of selling are focussed around the psychological triggers and consumer behavioural attributes that can provide you with seriously outstanding results for your digital marketing and conversion rate optimisation. Read on to learn more about the human traits that will always define digital marketing and web design, no matter how far and wide the technology grows.


Most business owners understand the inherent importance of consistency when aiming to attract and retain a customer base.

A public commitment to your business mission will prompt potential customers to gravitate towards your brand, and provide you with the incentive to remain closely aligned with this mission statement. Your consistency instills trust, and you’ll find customers more likely to make commitments to your product or service.

Nurture the small commitments – even an email subscription or social media following can blossom into a fully-fledged purchase. If you can make a compelling offer to get your product into their home, the familiarity of your brand makes them far more likely to purchase from you in the future.

For example, many online shoppers will know the feeling of reassurance when they read a no-fuss returns policy. No obligation? I can just try it on and send it back if I don’t like it? I’ll take twenty!

By the time the cash is sent and the product is received, the buyer has committed to the product anyway and will probably not return it (unless there’s a serious defect).

The general theory of reciprocity that customers may feel urged to offer something in return. If you’ve ever wandered through a supermarket and found one of those day-defining free sample stands, you’ve probably experienced this first hand when you found yourself compelled to buy the cheese you just stood there snacking on for forty minutes. Just me?

This can be a massive psychological trigger for online retailers, where you can simply offer a free gift with a purchase. Sample sizes of other products can give your customers the opportunity to experience a new product which they might be tempted into purchasing with their next order.

If you don’t deal in physical products, you can still enlist this principle in the form of e-books, free recipes or newsletters, or something else to generate gratitude – and hopefully a sense of reciprocity.

Emotive connections are an integral aspect of customer-brand relationships.
Most customer service experts will know that a honeyed smile and a warm reception will go a lot further than a vinegary grimace, and this extends to your product and how it is interpreted by your customers. This is why our beloved celebrities often endorse products that would otherwise lack that adoration.

You might not have room in the budget for a big-name celebrity to jack up your likability, but it is still possible to maximise this – tell your story and create a personable brand infused with real world experiences and relatable outlooks. Hark, for example, social media.

You can develop your brand to be the ‘celebrity’. Some companies are known for their outrageous tweets, scathing social commentaries, or entertaining online musings, and social media allows your brand to fan out across audiences as they like and share and like and share.

Think of safety in numbers – social proof can cement your reputation for better or worse, so consider the power of popularity and credibility.

It can be as simple as offering a ‘Most Popular’ page, where visitors can quickly see how sought-after your products are. This can be verified by online ratings and reviews left by previous buyers and provides the consumer with the assurance that other people love what you’re doing, so probably they will too.


To develop customer confidence, establish yourself as a figure of authority in your niche.
Because, in our heart of hearts, we’re programmed to succeed socially, we are also programmed to seek out and respect hierarchies of authority. If you can present yourself as an industry leading thinker, or provide customer support for your products from professionals within your niche. If you sell a selection of kitchenwares, you may invite a professional chef to pick out his favourites and create a collection


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