But what are these mental triggers and why are they so important for B2B prospecting and sales?
Let's explore the five main triggers, with practical examples and valuable tips for you to apply right now. Remember that you must use this technique responsibly, highlighting real benefits and avoiding exaggeration.
What are mental triggers?
Mental triggers are “shortcuts” that the brain uses to make faster, more automatic decisions. Instead of spending energy analyzing every detail, humans act based on emotions and unconscious patterns.
According to studies by Gerald Zaltman, a professor at germany email list Harvard Business School , 95% of our purchasing decisions occur in the subconscious .
In the article “The impact of emotions in B2B” , expert Gabriel Barboza cites the results of the research “ Winning with Emotion in B2B Markets ”, carried out by B2B International: “ they found that 56% of B2B purchasing decisions are based on emotions and rationalizations, while only 44% are based on purely rational attributes ”.
B2B Insiders
Source: B2B Insiders
For B2B sales , this means that even when talking to rational decision-makers, it is possible to influence their choices by triggering the right mental triggers. Here are the main ones:
1. Scarcity Mental Trigger: The Exclusivity That Drives Action
Scarcity is based on the premise that we value more what is limited or rare. In the B2B environment, where the search for unique and advantageous solutions is constant, this trigger becomes even more effective. Business decision-makers value exclusivity and opportunities that offer competitive advantages.
To apply scarcity, highlight the limited availability of a product, service, or special condition. Instead of simply offering a regular discount, communicate:
“Only for the first 10 customers”, “Limited places for our next demonstration” or “Special condition valid only until the end of the month” .
These phrases create a sense of urgency and encourage a quick response.
In the software context, for example, offering an exclusive beta version to a limited number of companies can generate a lot of interest and anticipation. Consider the following approach:
“ We are launching a new version of our software with unique AI capabilities. To ensure the best experience and personalized feedback, we will open beta access to only 5 selected companies. Would you like to know if your company is interested in participating? ”
This strategy not only creates scarcity, but also adds value to the company that receives the invitation.
2. Urgency mental trigger: speed up decision-making with relevant deadlines
Urgency, unlike scarcity which focuses on limited quantity, emphasizes limited time. It eliminates procrastination by setting a deadline for an action. In B2B, urgency must be combined with relevance and concrete data. Unrealistic or unjustified deadlines can undermine credibility.
When prospecting a client, explain how a delay in implementing your solution could negatively impact their company's bottom line.
For example:
“We have identified that your company is missing out on qualified leads due to the lack of a marketing automation system. Our solution can be implemented in two weeks, preventing you from continuing to lose potential customers. However, the special offer – with free implementation consultancy – is only valid until next Friday.”
Another effective way is to use flash sales with discounts or special conditions for a limited time. But again, relevance is crucial. Offering a flash sale on a product that doesn’t solve a real customer pain point won’t yield results.
3. Authority Trigger: Build Trust with Expertise and Results
B2B customers prefer to buy from experts. When a company or professional demonstrates deep knowledge in their field, trust increases and resistance to buying decreases. Authority in B2B sales is built with data, success stories and valuable content .
Publish detailed case studies, relevant industry statistics, and market reports. Position yourself as a trusted source of information through webinars, speaking engagements, articles, and blog posts. Showcase the concrete results you’ve delivered for other clients.
Instead of simply stating, “We are a market leader,” provide data to support this claim. For example:
“ Our solution has helped companies like X and Y increase their sales by 30% in the last six months. We have developed a detailed case study that demonstrates how we achieved these results. Would you like to receive a copy? “
4. Social Proof Mental Trigger: Validation that Generates Trust
B2B decision-makers trust solutions that have already been approved by other companies, especially those that are market leaders. Social proof validates your offering and reduces the perception of risk.
Share testimonials from real customers, including their names, job titles, and companies. Numbers that demonstrate the impact of your service are also very effective. For example:
“ More than 500 companies in the industrial sector use our platform to optimize their production processes, resulting in an average 15% reduction in operating costs. “
Referring to respected clients in your industry also increases trust. A successful case study with a recognized company validates your expertise and attracts other organizations.
We will work with the following approach:
“ We worked with [Name of Industry Leading Company], helping them implement a new inventory management system that reduced product delivery times by 20%. Would you like to know how we can help your company achieve similar results? “
5. Reciprocity mental trigger: offer value and build lasting relationships
Reciprocity is based on the principle that when we offer something of value without expecting anything in return, people feel inclined to reciprocate. In B2B, reciprocity strengthens the relationship and increases the likelihood of future business .
Offer high-quality free content, such as ebooks, webinars, white papers, checklists, or initial consultations. Create materials that help your customer solve a specific problem or achieve a goal.
For example, instead of simply sending a generic sales email, offer a practical guide on “ How to Optimize Project Management in Technology Companies .”
Or invite the prospect to an exclusive webinar about the trends in the market they are in. This approach demonstrates your expertise and generates immediate value, creating a solid foundation for a long-lasting business relationship.