Have you ever thought why do you do things a certain way? Or buy a specific product? Or develop an interpretive understanding of a product or service?
We can keep going on this wavelength. Because most of the things we do, or the patterns in which we think are not developed in a direct fashion. We do things in certain ways because of something else that is closely related to the act itself.
This phenomenon of associating one stimulus with another is called classical conditioning. And, it plays a major role in marketing, and business in general.
Classical Conditioning in Animals
The most common example of classical conditioning is dog training. For dogs, preferable behaviours are simply conditioned with desired outcomes, e.g. in the form of treats as rewards, to train the animal to act a certain way.
We can learn from this at a human level.
At an evolutionary level, humans are not much different. You cannot order humans to do certain things directly. You need to let them make the decisions themselves by pushing them in the right direction.
Whether it’s the association of extreme sports with Red Bull or diamonds with longevity of relationships, classical conditioning has been a major stay in marketing and business strategies.
Building the Sale Undertone
Away from the principle of association, there is a deeper reason to use classical conditioning in marketing and business.
People don’t like to be told what to do.
In most cases, people don’t want to be corrected even when their behaviour is damaging.
But, people love to be seen in a positive, or at least cool, light. The definition of this cool varies from person to person. And, when you hit that definition of cool on the head, you will make the sale in business.
In other words, merely telling people that they need something won’t take your business far enough. You need to associate your business withs something that people want to be a part of. We can simply call it branding – an undertone of sale.
So, what does this mean for businesses?
Classical Conditioning for Business
I have included this line in multiple blogs – the best way to do sales is not to sell.
If you talk about the underlying meaning, for instance in our case growth and future-centricity, your customers are more likely to listen to you.
The next stage then is to bring the right imagery. For instance, we keep associating ourselves with elephants because they have a culture of togetherness. And, we want our clients to feel like they are part of the herd. You will see this kind of imagery across our website.
And, we translate this understanding to the customers of our partners. To learn more about how Axies Digital uses classical conditioning in marketing and business, get in touch with us today.
