29th January 2018

The Psychology of customer engagement

 The Psychology of customer engagement
The surprising psychology of engagement at your business
Whether you work in sales, retail or hospitality, customer service and engagement are key
drivers towards the overall success of your business. While the techniques for marketing are
numerous, exhibitions and conferences offer the chance to showcase your business and
meet with current and potential customers. But how do you best engage with these
customers? By understanding them!
Skyline Whitespace, a UK leading provider of exhibitions stands and displays, takes a look at
the psychology of consumer behaviour and some key factors thought to influence consumer
decisions. With these top tips you can develop the ideal marketing strategy and maximise
your exhibition success…
It’s good to reciprocate
The principle of reciprocity can be a very useful marketing tool. According to this principle,
we humans tend to respond to a positive action with a positive action of our own; we
typically feel obligated to return favours after people do a favour for us. For example, if
someone buys us a drink, we tend to feel obliged to buy them one in return.
This principle is a powerful social norm which marketers have been taking advantage of for
generations and helps explain why promotional products and giveaways can be such an
effective marketing tool.
A question of authority
People have a tendency to obey authority figures and we typically find such individuals to be
more credible and trustworthy. This is why many advertising campaigns employ authority
figures such as doctors to front their campaigns in a bid to enhance their credibility.
You can give your own marketing campaign a more authoritative air by emphasising your
expertise and ensuring that all your staff are as up-to- date as possible on their product
knowledge and, ideally, on your company’s industry more widely too.
The power of relating
Another principle thought to have a key role to play in influencing customers is the principle
of liking. Research has demonstrated that not only are we more likely to buy things from
people we perceive as being like ourselves, we are also more likely to engage and buy things
from people we like and feel affiliated with. This is why it’s essential to build a good rapport
with customers so that they feel more positive towards you and your brand.
There are a number of ways you can help increase your chances of developing positive
relationships with potential customers. For example, when communicating with customers
make sure to be as helpful as possible and really listen to exactly what it is they have to say.
There is a huge difference between hearing and actually listening.
Final thoughts
Understanding how your customers want to be spoken to is crucial for growing and
retaining your customer base. While every customer is different and there is no “one size
fits all” there are at least a few ways you can start to understand the psychology of visitors
to your business exhibition. Ultimately, understanding drives more business.

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