We’ve already discussed the psychology of decision-making and examined the use of anchoring in sales presentations. In this post, we’ll focus on another psychological bias: the bandwagon effect.
If you have high regard for group thinking and conformity, then this brain quirk can help you sell more. Let’s see what makes this technique suitable for your pitch.
Defining the ‘Bandwagon’ Effect
Coined after the political term “jump on the bandwagon”, this refers to voters’ tendencies of choosing the most successful campaign to support. The bandwagon effect implies hopping onto a trend, joining a movement, or supporting something that everyone else has been doing.
According to Hubspot’s Emma Snider, social proof can be a powerfully persuasive tool. People have this natural tendency of following another’s actions regardless of their own beliefs. The likelihood of this increases when more of them begin adopting the idea or behavior.
Why Use This in Presentations?
All marketers aim to increase a product or service’s popularity, so they create marketing efforts for higher product demand at a faster rate. Using the bandwagon effect in presentations gives you the advantage in persuading your audience. It relates to your prospects’ emotions, which in turn increases the popularity of your product and consumer demand.
The idea of popularity introduces your product into the market, which makes people jump onto the bandwagon. It appeals to the human emotions of wanting what others already have, and of fitting in with the majority. Customers will take the word of their fellow consumers for it because they’re sure they aren’t out to sell them anything. Making it appear that there are more users tuned into your product or service reassures them of your quality.
How to Make The Bandwagon Effect Your Ally
You have to adapt to your audience’s needs like how chameleons adapt to their environment. With a handful of product innovations coming, the consumer society is now yearning for transparency, info-bites, and greater customer experiences with the products they use. Cater to these needs by using the bandwagon as social proof.
Introduce your product in a way that strengthens your credibility. Include testimonials from your valued clients or present a statistic that shows how many people have been using your offering.
Giving them quantifiable proof of your product standing and market value is the best way to turn them into buying customers.
Are You In or Out?
The bandwagon effect is one useful psychological bias that relates to consumer decision making.
Use the power of this phenomenon in influencing purchases and experience a breakthrough success in your business.
Kay, Magda. “How to Use Cognitive Biases for Effective Marketing.” Psychology for Marketers. n.d. Accessed August 3, 2015.
Snider, Emma. “How to Use Psychological Biases to Sell Better and Faster.” Hubspot Blogs. January 31, 2015. Accessed August 3, 2015.
Featured Image: “Dueling Bandwagons” by Eric Kilby from flickr.com