winning ecommerce customers

in Social Media, UX

How To Win Customers and Influence Behavior

If this title sounds familiar it’s because this post is based on Dale Carnegie’s book How to Win Friends and Influence People.

Its crazy to think that my raffle winnings from Boca Raton High School’s Grad Bash ended up teaching me more than most college courses.

As a senior at Boca High I was lucky enough to win a college essentials basket in a raffle, within were ramen noodles, pencils, papers, coffee, and Carnegie’s book.

You can listen to the audio version for free on YouTube it’s about 5 hours long and a great refresher if you have already read the book that will literally revolutionize the way you conduct business.

Since this book taught me so much I decided to reapply 9 of Dale Carnegie’s 30 principles to winning customers. By influencing customer behavior your aren’t being malicious you end up delivering a better user experience. Anyone looking to engage in better business practices can benefit from Carnegie’s principles.

Fundamental Techniques in Handling Customers

Don’t criticize, condemn or complain.

It should go without saying that criticizing will result in bruised egos and complaining only shun of potential customers.
Instead of condemning truly try to understand your customers and what it is that you do for them in simplest terms. For us at eCommerce Cosmos, it’s sending emails that customers love to open and enjoy sharing.

Arouse in the other person an eager want.

Eager want, marketing so irresistible it’s impossible to ignore. Something as simple as adding alternate methods to getting into contact with customers. One of our partners Fancy Fixtures personally responds to all requests in social media channels as well as email with any questions about products and shipping.

Six ways to get your customers to like you

Become genuinely interested in other people.

Become genuinely interested in your customers,you should be the best solution to the problem in your industry but go a step further and ask your customers why they chose you? Essentially why is your website worth going to? What resources are there that I wouldn’t find elsewhere ?


Smile, how do you make your website smile? You make it real, you add your customers and their stories. Ultimately the stories of how your products or services have helped them and their business. Take a look at successful social media accounts, they are full of stories of how customers are using the products, not just product promotions.

Remember that a person’s name is to that person the sweetest and most important sound in any language.

Name, personalization matters. If you are sending automated emails make sure they are being personalized, ideally for demographics and behavior.

Be a good listener. Encourage others to talk about themselves.

Be a good listener, encourage others to talk about themselves. Ask your customers and potential customers to tell you their story, whether this is done with a properly seo optimized about us page, social listening or with personal attention. Please listen to your customers.

Talk in terms of the other person’s interests.

Talk in terms of other peoples interest, in our case driving organic traffic to our partners sites, so we do things like case studies and/b tests. Show them what the benefit is for them and stop talking about yourself or your company.

Make the other person feel important – and do it sincerely.

This is more geared towards your employees who are your biggest advocates. A team who work with you rather than for you, but can also be applied to making your customers feel valued. The Rockefeller Corporation once did a study and found that 68% of customers leave companies because they believe you do not care about them.

customers leave

Win people to your way of thinking

The only way to get the best of an argument is to avoid it. This goes for customer service complaints and any time the customer tells you their side of the story. There is no argument, the customer is right, but customers can be swayed with effective practices such as using the decoy effect for pricing.

pricing decoy effect

Have any other winning strategies of getting customers to participate in your way of thinking? Send them along I’d love to hear them.

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Luiz Centenaro

Customer Success Manager at Experiment Engine
Luiz is a CRO consultant, eCommerce Entrepreneur and Adventurer. You can follow Luiz on Twitter or Google +.



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