Products and services solve problems. Selling them should be simple. All you have to do is find businesses with the problems your product can fix. Easy peasy, right?
Unfortunately, this isn’t The Wolf of Wall Street, and sales today are more dynamic and complex than ever. You can’t just rely on supply and demand to sell a pen.
Buyers have all the power. They do extensive research and have hundreds of solutions to choose from. You need the right mix of sales strategies and timing to win over leads.
Factors That Make People Want To Buy Your Products
The best strategies that make people want to move forward with a sale are anchored on sales psychology. Here are strategies you can implement that are backed by data and studies:
Bragging Rights
Kathy Sierra wrote a book about consistently creating best-selling products and services. Her thesis says great products aren’t enough. Customers should have bragging rights that go with it.
So, what’s there to brag about? There’s actually a lot you can think about. These “bragging rights” are the things that set your product apart in saturated markets.
For example, most customer relationship management (CRM) tools charge per seat. But if you have Instantly CRM, you can brag about having unlimited seats for the price of one subscription.
When customers brag about the products they buy, it creates not only word-of-mouth but also a sense of FOMO (fear of missing out).
Creating Successful Users
Carving a niche in competitive markets is challenging, to say the least. For example, most B2B SaaS products have similar pricing, marketing strategies, and perceived quality.
So, why do some outsell the others?
The answer isn’t in the features or benefits your products provide but in the success of those who use them. That means you can’t stop nurturing even after a sale is complete.
Excellent customer success management reduces churn and creates a positive feedback loop. The more successful users are, the more others will want to try your products.
Real and Perceived Value
Customers are willing to pay based on their perception of your product's worth. But products are merely solutions to problems. These problems could be real or perceived.
Real problems are tangible, exist within your sales pipelines, and can be measured. Examples are wasted time on manual tasks, expensive sales infrastructure, and scalability issues.
Perceived problems are based on worries, doubts, or objections. These can include trust and reputation, concerns about the learning curve, or fear of choosing the wrong tool.
Addressing both types of problems can change customers' perceptions of your product or services. That’s why it’s essential to align selling propositions with perceived value.
Commitment In Small Increments
The Sunk Cost Fallacy is a psychological theory that says people stick to a decision (even if it’s bad) because they’re already “in too deep.” Naturally, this isn’t something you’d want.
But this can work for you if it’s used ethically and correctly. Instead of shady marketing practices that corner customers in a bad decision, you can use small, low-risk commitments.
These commitments gradually nudges leads further down your pipeline. You can start with low-friction entry points like trials, signing up for webinars, or booking free consultations.
As leads become more invested in your products, you may encourage them to add team members or set up integrations. The goal is to let leads say, “Well, I’m Already here.”
By now, they’ve put in time and effort. It feels easier to upgrade, subscribe, or purchase than to walk away and start fresh elsewhere.
Less Friction and Low Barrier To Entry
I’m sure many of us walked away from a free trial the moment it asked for our credit card information. The lesson here is that most customers value convenience and ease of use.
People don’t like complexity. Do leads really need to talk to 4 to 5 sales reps before getting to a product demo? Remember, SaaS buyers are already overwhelmed with the options available.
That means the easiest and most convenient option typically wins. You must ensure your sales pipelines are frictionless, from sign-ups to payments.
10 Strategies That Get People To Buy Your Product
Now that we understand the psychology behind what makes people buy, let’s examine 10 proven strategies for turning interest into actual buying intent:
Find and Attract People Who Want To Buy Your Product
The first step to selling your product is finding and attracting customers who want or need your solutions. Solidifying your ideal customer profile (ICP) and buyer persona helps a ton.
Once you have a clear idea of your ideal customers, you can use lead finder tools to find leads who match your ICP. Tools like Instantly B2B Lead Finder can do this for you in a few clicks.
If you want warm leads interested in your products or services, you can use inbound marketing strategies to gain more traffic. However, not every lead will sign up to your lead capture pages.
That’s a lot of untapped potential. You can use website visitor identification tools to reach out to these anonymous visitors. Instantly’s Website Visitor Identification tool gives 250 credits free.
Provide Value At Every Stage of the Buyer’s Journey
Providing value and not selling transforms your sales team into trustworthy advisors. The best part is you can provide value at every stage of the buyer’s journey.
For example, the leads in your top funnel (TOFU) can get high-value educational content through blogs, webinars, nurture campaigns, or lead magnets.
Meanwhile, you can provide value to middle-funnel (MOFU), and bottom-funnel (BOFU) leads by building trust, handling objections, and reducing friction during negotiations and proposals.
Another underrated strategy is leveraging your community. You can create private LinkedIn, Slack, or Facebook channels where people can connect, network, and learn about your product.
Use Your Community To Create a Positive Feedback Loop
The social identity theory states that people feel more loyal when identifying with a group. Your goal here isn’t to make a community for your product but what you represent.
For example, Instantly’s “Cold Email Masterclass” Facebook group isn’t just for people using our tool. We created it to help marketers and businesses get the most out of cold outreach.
Your community members help nurture new users or even convince non-users to buy your product. This works in every industry because communities feel organic.
Don’t forget to engage with your members as well. Answer questions, provide tips, and consider the feedback members offer to improve your products.
Collaborate With Influencers Who Actually Use Your Products
Influencers or key opinion leaders within your industry help you attract more leads. But do these people actually use your product?
When doing influencer outreach, look for people who integrate your product into their business—for example, Instantly got Alex Hormozi as a guest in our Cold Email Masterclass podcast.
Alex has always been vocal about using cold outreach to grow his businesses, with Instantly being a big proponent of that growth. So, whenever possible, find an influencer like Alex who truly believes in your product and what you’re trying to achieve within your industry.
Leverage Demand Generation
Even the best product on earth won’t generate revenue if people don’t know about it. Demand generation is the best way to inform people about your product.
It’s a long-term strategy focusing on creating brand awareness and interest in your product. Some of the most popular demand-gen strategies include content and social media marketing.
Both strategies focus on attracting a broad range of leads. However, you can use cold email marketing as a demand-generation strategy if you want something more direct.
If you have a list of interested leads from lead generation campaigns, reach out to them with personalized automated nurturing campaigns and gauge whether or not they’re ready to buy.
Automate Personalized Sales Emails Using Lead Data and AI
Hyper-personalizing emails at scale is possible thanks to tools that provide lead data and tools that can automate entire workflows. That means no more generic AI-written sales emails.
Here’s an example from one of our Cold Email Masterclass members, Reshawn, who used Airtable to automate his sales email workflow.
For this workflow, he used Apify to scrape leads that fit his ICP and saved the list to his Google Sheets. Next, ChatGPT filtered out job roles he didn’t want to target based on his criteria.
Then, he used lead finder tools to find decision-makers emails in the list he created and used Perplexity to enrich the lead data. After that, ChatGPT wrote personalized icebreakers. Once all the email copy is completed, Instantly.ai runs the automated sales cadence.
However, this workflow requires several tools and integrations. If you want something streamlined without the need for complex workflow automation, you can do it within Instantly.ai.
You can use B2B Lead Finder to look for leads who match your ICP and create personalized email copy for each lead using AI prompts and {{custom variables}} all in one dashboard.
Focus on the Benefits, Not the Features
When launching any type of sales email campaign, ensure that the email copy, AI-written or manually crafted—highlights the benefits of your product rather than its features.
Remember, stating your product's features, no matter how unique, won’t matter to most audiences. What they want to know is how your product will directly benefit them.
For example, instead of saying, “Our product can automate {{task}},” you can emphasize how your product can “Save {{x}} hours daily” or how automation can “reduce overhead costs.”
Lean Into Upgrade Mentality and Prospect Habits
People are creatures of habit, especially B2B SaaS customers. Learning a new tool takes time, and integrating it into an existing tech stack might take longer.
That means your B2B SaaS leads would have a hard time parting ways with their favorite brand or tool. There would be a lot of objections attached to something new.
So, instead, try to position your product as something familiar but feels like an upgrade. You must determine what differentiates your product from the competition to do this effectively.
Once you’ve solidified your market differentiators, you can look for leads using similar products. Instantly B2B Lead Finder’s advanced filters let you do just that.
Optimize Your Sales Cadence
Converting leads requires multiple touchpoints. You can’t expect to close after the first cold email. You must build trust, nurture relationships, and offer value at every stage of your pipeline.
A sales cadence strategy helps you optimize and better manage your pipelines. Think of it as a systematic approach to engaging with your audience. Here’s an example you can try:
- Day 1: Send a message through LinkedIn Inmail
- Day 3: Send a personalized cold email
- Day 5: Send a follow-up email in the morning and an Inmail in the afternoon
Remember to remove unresponsive leads from your email lists. If you send too many follow-ups that don’t get replies, deliverability goes down, and you could be reported as spam.
Start With Low-Effort CTAs
Before you can get people to buy your product, you have to ask them to hop on a discovery call. However, for many prospects in B2B SaaS, asking for a quick call might still be too big an ask.
You must consider their schedules, workloads, and interest in your product. The last thing you’d want to do is come in too strong. So, instead of a big ask, try low-effort CTAs.
Low-effort CTAs are no-brainers that provide immediate value. Examples include case studies, step-by-step guides, or actionable tips that help prospects solve issues themselves.
The goal is to start up a conversation and build trust. Since you already provided value, it’ll be easier for prospects to say yes to discovery calls, demos, and, eventually, a purchase.
Key Takeaways
There are several ways to get people to buy your product. But ultimately, it’s all about understanding what your prospects need and aligning your value proposition to those needs.
Cold email marketing is the best way to present your value to prospects. It’s direct, can be automated, and can be scaled sustainably.
When it comes to cold emails, Instantly has all the tools you’d need to nurture leads from the start of the pipeline to finalizing the sale. Try Instantly for free today!
