1. Be generous
Human beings mimic the behaviour they encounter. Try smiling at a complete stranger, chances are they’ll smile back. Be generous, and offer something that outweighs what you’re asking in return. Your users will go out of their way to take you up on it.
2. Share information (any information)
You have to be the first to blink. Be open about information you’re hoping to receive from the user, and be prepared to give them at least as much in return. When you offer the user something, you create an atmosphere of cooperation, and an emotional connection.
3. Have a target
An experienced negotiator will always have a target in mind. It might be acquiring the user’s email address, it might be persuading them to open an account, but you can’t hit a target that doesn’t exist. It doesn’t have to be a level playing field; an existing customer is more valuable than a potential customer, so be prepared to lower the bar for them.
4. Have a walkaway
As well as a target, you also need a walkaway; it’s the point at which the transaction no longer works for you. When you would, in the real world, literally walk away. Just don’t set your walkaway too high, users are often prepared to provide more information about themselves once you’ve made divulging it optional.
5. Be prepared to compromise
Allow users to interact with you as they would prefer. You might like them to sign up for your newsletter, but don’t make that a condition of engagement. Always compromise your position before you compromise the user’s.
6. Make the first offer
This is known as psychological anchoring. Whatever offer is on the table, both parties negotiate around it. If you have a product on your site, don’t let the user set a price in their head. Be up front about it. If the user knows what the deal will cost them, they’ll judge it on the actual price, rather than the price they’re hoping to pay.
7. Feign backing out
When writing your copy, always make reference to the date. Phrases such as “This Summer’s best buys” or “Treat yourself this Fall” imply there’s a time limit in place, and encourage the user to take action before it’s too late.
8. Get to the point
These days users are tech-savvy and experienced. They don’t appreciate an extended sales pitch, and a pitch that doesn’t focus on key features will feel like a snow job. Your product is good, have faith in it and so will your customers.
9. Get them committed
The further into a negotiation someone progresses, the more invested they feel. The longer you can keep them interested, the less likely they are to throw away that investment. Fast track users through initial stages of a sales pitch, and always tell them how far into the process they are.
10. Do your prep work
You can’t always persuade a user to click that button, fill in that form, or download that file. But understanding why they didn’t will help you next time. Anytime a user drops out of your sales funnel, especially if they drop out at checkout, find out why. Then correct it for next time.Charlie Furphy
Charlie Furphy is a freelance experience designer from Oxford, UK. Passionate about emerging web standards, he writes about UX, mobile, and user interaction.
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