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5 Psychological Ways to Convert Your Leads to Paying Customers

lead generation

Every business wants to get leads and prospects from all the possible sources in the market.

And it does not simply end on leads. Entrepreneurs want their leads to convert to their paying customers because that is when all the strategies and hard work invested on marketing actually pays off.

I’ve seen companies invest a lot of money and drive all their potential forces in business just to close deals with the incoming leads.

But in doing so they forget to act smart and understand the customer’s psychology.

Psychology in Marketing

Psychology is the scientific study of human mind and behaviours. By understanding the simple psychology of a customer’s mind they can be easily convinced to convert and stay loyal to your business.

It is indeed a lot simpler than you think. Understanding the customer’s psychology doesn’t mean that you need to hypnotize or manipulate them into buying your products and services.

All you need to do is to give them what they truly want out of your business or product. After all, all human beings have some psychological triggers that drive them to take actions.

If you want to influence and understand your customer’s wishes, you need to dive down into the depth of these triggers and learn how to utilize them into your marketing agenda.

In this article, you’ll find 5 psychological ways which can help you convert your leads into buyers:

1. Provide Social Evidence

Social proof or social evidence is a psychological phenomenon that convinces customers to believe the actions of others in a given situation.

When people are unable to determine the authenticity of a particular situation themselves, they tend to turn to the social upfront.

They are driven by the assumption that the surrounding people possess more knowledge about that particular situation.

As a business, you can take help of this knowledge and leverage social evidence or proof with testimonials and case studies from satisfied customers that will prove the benefits of your products and services to your leads.

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2. Focus on building relationships

Instead of focussing on the wallets of your customer, try to focus on building a healthy and long lasting relationship with them.

The customers don’t believe what you tell them, they never believe what you show them. They only believe what they tell themselves.

So, try to create a connection with the hearts of the customer so that they feel comfortable in opening to you about their wants and expectations from your business.

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3. Be original

The market competition is never going to end. In times like this, every company wants to excel and leave its competitors behind. But in doing so, it is advised to keep the originality of your business intact.

For example, consider the company Apple. No matter how much the smartphone trends change, the company is always known for its originality that has become one of its USPs.

Even though the difference between its new launches and the previous models are minimal, people are always eagerly waiting for the launch of its newest products.


Because this is the whole point of originality and newness in the business.

4. Give them reasons

Another important fact of Psychology is that people keep on demanding reasons if they are investing on something.

Consider these questions, “Why should your leads buy your product?”, “What are the advantages of buying your products?”

Give your leads the right reasons to buy your products, because people are more likely to do something when they have reasons. Tell them why should they use your product and how is it going to change their lives.

5. Offer to influence

Dr. Robert Cialdini explains the importance of offering real value to your customers to drive more conversions.

For example, online websites that offer free trials for a limited period of time are likely to experience more conversions than those who immediately charge the customer’s wallet.

Another example is that of a waiter who experienced 3 percent hike in his tip when he left the guests with a mint along with the bill and 14 percent when two mints were left.

This practice is also known as the rule of reciprocity.

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Therefore, once a business understands the psychological needs of the leads, they can be easily influenced to convert, because unless the leads convert it won’t change a thing to your business.

The key is to serve the expectations of the customer and apply the psychology of persuasion to drive potential sales in order to achieve marketing goals.

Do you use psychology in your marketing or business? Do you have any other way to share with us? or you have any query. Please do drop your views in the comment section.

Megha Parikh

Megha Parikh is a digital marketing expert and has been journeying through the world of digital marketing for more than 7 years. She especially enjoys learning about social media marketing and conversion rate optimization while exploring her social and interpersonal skills.