Sales Psychology: Sales is a psychological warfare

Chapter 11 Find the key to open the customer's "heart door": the customer's usual consumption psychology (1)
If any kind of truth has universality, it becomes truth.There are many such truths in sales, they have been verified by generations of successful salesmen, and they have been circulated in the sales industry for a long time, so as long as you are familiar with these psychological laws, you will sell more with less effort.

1.Insight into customer psychology

Customers will have a series of complex and subtle psychological activities during the transaction process, including some ideas about the quantity and price of the commodity transactions, how to deal with you, how to pay, and what payment terms to establish.The psychology of customers has a crucial impact on the number of transactions and even the success or failure of transactions.Therefore, excellent salespeople know how to attach great importance to the psychology of customers.

The customer's purchase behavior is a dynamic and interactive process, not static, and the effectiveness of the purchase decision will change with the change of the customer's consumption psychology.Different customers need to take appropriate countermeasures to better persuade customers and stimulate customers' potential purchase desires.

Among the eight major consortia in the United States in the 20s, the Morgan consortium was the top "financial family".But when old Morgan drifted from Europe to the United States, he was so poor that he only had a pair of trousers. Later, the couple managed to open a small grocery store.When customers buy eggs, the old Morgan asks his wife to use her slender hands to grab the eggs because of her thick fingers. The eggs look bigger when set off by her slender hands, and the egg business in Morgan's grocery store is also booming.

The old Morgan aimed at the buyer's motivation to pursue cheap purchases, and cleverly met the psychological needs of customers by using human visual errors.His descendants followed his father's business and were also well versed in the way of management, and finally made a fortune gradually, becoming a "big financial family" with wealth in the world.

As a salesperson, one must understand what the customer is thinking. After a preliminary conversation with the customer, a good salesperson can judge which psychological stage the customer is in, know whether the customer will buy the product, and if so, what is the possibility? Time to buy.The salesperson should respond accordingly according to the stage of the customer.If the grasp of the link where the customer is in is out of control, it is likely that some inappropriate behaviors have occurred in the customer's usual consumption psychology at this link, and it will be difficult to carry out the activities in the next link.As a salesperson, the key to success is to grasp what kind of method and behavior to take at what stage and under what circumstances, and you must be aware of this.Only by grasping the customer's buying psychology well can the sales behavior be successfully completed according to one's own expectations.

Because people's purchasing behavior is dominated by certain purchasing motivations or various purchasing motivations.To study these motivations is to study the reasons for purchasing behavior, and mastering the purchasing motivation is like mastering the key to expand sales.

To sum up, there are mainly 11 types of consumer psychology as follows:
(1) Realistic psychology.This is a common psychological motivation of customers. When they shop, they first require that the goods must have actual use value and pay attention to practicality.Customers with this kind of motivation pay special attention to the quality and utility of products when purchasing products, pursue simplicity and durability, and do not overemphasize the novelty, beauty, tone, line and "personal" characteristics of products.

(2) Beauty-seeking psychology.Heart of beauty in everyone.People with a mentality of seeking beauty like to pursue the appreciation value and artistic value of commodities. Most of them are women and people in the literary and artistic circles, and they are also more common among customers in economically developed countries.When choosing products, they pay special attention to the beauty of shape and color of the product itself, the beautification effect of the product on the human body, and the decorative effect on the environment, so as to achieve the purpose of artistic appreciation and spiritual enjoyment.

(3) Innovation psychology.Some customers pay attention to "fashion" and "uniqueness" when purchasing items, so as to follow the "trend". This is more common among young men and women in cities with better economic conditions, and it is also common among some customers in Western countries.

(4) The psychology of profit-seeking.This is a psychological motivation of "doing more with less", and its core is "cheap".Profit-seeking customers often have to carefully compare the price differences between similar products when purchasing products, and they also like to buy discounted or dealt products.People with this kind of psychological motivation are mostly those with low economic income; of course, there are also people with high economic income who are thrifty, plan carefully and spend as little as possible.Some customers who hope to get more benefits from purchasing products are very satisfied with the color and quality of the products, and they can't put it down. However, due to the high price, they can't make up their minds to buy for a while, so they bargain.

(5) Psychology of seeking fame.This is a buying psychology whose main purpose is to show one's status and prestige.They buy more famous brands in order to "show off themselves".People with this kind of psychology generally exist in all strata of society.Especially in modern society, due to the influence of famous brands, choosing famous brands for food, clothing, housing and transportation not only improves the quality of life, but also reflects a person's social status.

(6) Imitation psychology.This is a herd-like purchase motivation, the core of which is "not lagging behind" or "surpassing others". They are very sensitive to social trends and the surrounding environment, and always want to follow the trend.Customers with this kind of mentality often buy a certain product not because of an urgent need, but to catch up with others and surpass others in order to obtain psychological balance and satisfaction.

(7) Preference psychology.This is a buying psychology for the purpose of satisfying personal special hobbies and tastes.A person with a preference psychological motivation likes to buy a certain type of commodity.For example, some people like to grow flowers, some people like to collect stamps, some people like to take pictures, some people like calligraphy and painting, and so on.This preference is often related to a certain profession, knowledge, life interest, etc. Therefore, the psychological motivation of preference purchase is often more rational, the direction is relatively clear, and it has the characteristics of regularity and persistence.

(8) Self-esteem psychology.Customers with this mentality, when shopping, not only pursue the use value of commodities, but also pursue spiritual elegance.Before they buy, they hope that his purchase behavior will be welcomed and warmly received by the sales staff.There is often such a situation, some customers go into the store full of hope to shop, and when they see the salesperson's face is as cold as ice, they turn around and go to other stores to buy.

(9) Doubt psychology.This is a kind of shopping psychological motivation of looking forward and backward, and its core is the fear of "being deceived and suffering losses".In the process of shopping, they are skeptical about the quality, performance, and efficacy of the product, fearing that it will not be easy to use or be deceived.Therefore, they will ask the salesperson repeatedly, check the products carefully, and pay great attention to the after-sales service. They will not pay for the purchase until the doubts in their hearts are resolved.

(10) Safety psychology.People with this kind of mentality require that the items they want to buy must be safe, especially food, medicine, washing products, hygiene products, electrical appliances, and transportation.Therefore, they attach great importance to the shelf life of food, whether drugs have side effects, whether washing products have chemical reactions, whether electrical appliances have leakage phenomena, etc., and can only buy with confidence after the sales staff explain and guarantee.

(11) Clandestine Psychology.People with this kind of mentality don't want to be known by others when shopping, and often take "secret actions".Once they choose a product, and no one else is watching, they will quickly close the deal.This is often the case when young people buy special products, and some well-known celebrities also have similar situations when they buy products that high customers are accustomed to.

2.Focus on the sense of self-importance that customers pursue

The Ogilvy Law was put forward by the American Ogilvy Advertising Company, advocating that "customer service comes first, followed by profit pursuit".The law holds that if you treat your customers like God, grasp their hearts and take good care of your customers, your customers will take care of your business and you will gain a bigger market.

These words are summed up as a business philosophy that is "customer is God".For salespersons, only by treating customers as their gods can customers buy your account and you can improve sales performance.

From a psychological point of view, people do everything to meet their various psychological needs. When their psychological needs are not met, their hearts will be in a state of "hungry and thirst", eager to be able to compensated in various ways.

Human desires are unlimited, and these desires include material aspects and spiritual aspects, and the two coexist.While material needs are met, people also hope to be satisfied with psychological needs.

The desire to be valued is a very common psychological need that everyone has, and customers who are consumers are no exception.Therefore, this psychological demand just brings a good breakthrough for the salesperson to sell their products.The psychology of longing for attention includes two aspects. On the one hand, you want to be recognized and praised by others, so that you can gain a sense of superiority;

For salespersons, it can be said that customers create the market, because an enterprise’s products can only meet the needs of the market if they meet the needs of customers. From this point of view, customers are yours. idea.

Find out the consumer psychology of customers and treat them differently.

Keep up with the new trend of customers' consumption needs, and reflect customers' interests and hobbies in products.

God.Sales staff can use this psychology of customers to subtly urge customers to buy their products.

Xiao Wang and Xiao Li went out together to sell the same product of their company, and they both went to Manager Zhao to sell it.Xiao Wang went first. After he entered the door, he began to talk to Manager Zhao about how good his products were and how they suited him.Such words not only did not arouse Manager Zhao's interest, but made him very disgusted, so he asked Xiao Wang out of the office very unfriendlyly.

When Xiao Li came again, Manager Zhao knew that they were selling the same product, so he didn't want to listen to it.But after Xiao Li came in, he did not directly introduce his products. Instead, he politely said sorry for the inconvenience, and then thanked Manager Zhao for meeting him in his busy schedule. The product is only briefly introduced.But Manager Zhao still looked very indifferent. Although Xiao Li was somewhat disappointed, he still said to Manager Zhao very sincerely:

"Thank you, Manager Zhao. Although I know that our products are definitely suitable for you, unfortunately I am too weak to convince you. I think I should leave. However, before leaving, I would like to ask Manager Zhao to point out my shortcomings so that Give me a chance to improve? Thank you!"

At this time, Manager Zhao's attitude suddenly became very friendly and kind.He stood up and patted Xiao Li on the shoulder and said with a smile, "Don't rush away, haha, I have already decided to buy your product."

Why Xiao Wang was kicked out when he came to promote, but Xiao Li was able to make a deal, this is a question of satisfying the psychological needs of customers.Xiao Wang just introduced his products endlessly, ignoring the basic respect and gratitude to customers, but Xiao Li was always very respectful and polite to Manager Zhao, especially when he finally left, he asked the customer for advice. Manager Zhao felt that he was valued enough, so he expressed his emotional approval to Xiao Li, which naturally led to the deal.

Therefore, as a qualified salesperson, you have to understand that no matter from the perspective of value chain, market and enterprise survival, customers are God.If you want customers to spend all their energy on you, you must first find a way to win customers' smiles and serve your customers like God.Therefore, if you want to serve your God well, you must first understand God’s thoughts. Not only do you think that the customer is God, but the customer also thinks so.

The opposite of the desire to be valued is the fear of being slighted.Through negative stimulation, the salesperson will also achieve the effect of suppressing the customer's habitual consumption psychology.Therefore, the salesperson should learn to say some negative words in a timely and appropriate manner to stimulate the customer's self-esteem and arouse his sense of self-esteem, so that he may heartlessly buy more expensive products to show that he cannot be underestimated.

When facing such a customer, a smart salesperson will often deliberately recommend a lower-grade product to him first, "Sir, this product is the cheapest one, very affordable", and as a result, the customer desires to be valued psychologically. If he is not satisfied, he will instead buy mid-to-high-end styles to attract the attention of the sales staff.At this time, the salesperson will add a few compliments such as "You have great vision" and "This one is the best for you", and the customer will be more happy to pay, and may come back to buy your product next time.

Customers ask all kinds of picky questions, sometimes not because they don’t want your products, but because they want to satisfy the idea that they are God.You must have a very clear understanding of the product you are selling. You must know that no product is perfect, so customers can always find faults.If the customer's request is reasonable, of course you should do it; but if the other party's request is unreasonable, you need to use some sales skills to deal with it.When you face such a client, try the following techniques:
(1) Listen carefully to the customer's request before answering the question.When a customer asks a question, you must listen to him carefully, take out a small book, and write down the main points carefully. Even if you know that it is impossible to follow what the customer said halfway through, you have to listen carefully .Only in this way can your customers feel respected. Even if your next step is to tactfully refuse, the customer will not feel that you are perfunctory him, but really cannot make concessions.

(2) Even if you deny customers, your attitude should be modest.As a salesperson, you must always remember to respect your customers, and use a humble attitude and politeness to make your customers feel that you are not only an expert in selling products, but also a well-educated person, so that customers can have ideas for further communication with you , It is easier for customers to accept your opinions.

Treating customers as God is to follow the principle of customer first, and then pursue profits on this basis.Whether it is before, during or after sales, the sales staff must always keep customers in their hearts, but it is not enough to just keep them in their hearts, they must also take good care of customers.

3.Customers' Alertness to Salespersons
When you want to persuade the other party, if the other party's attitude becomes cautious, it means that he has developed a vigilant mentality.Encountering the obstacle of the other party's vigilance, this situation is unavoidable when meeting for the first time.However, sometimes acquaintances also have this kind of performance. When he finds out that you have a certain purpose, he will naturally become wary.At this time, you are talking to a person wearing a "mask". The other person is separated by a mask. Wearing a mask and giving up the idea of ​​further sales is losing without a fight.

The other party has a vigilant mentality, although it is not conducive to persuasion, but if the other party is not aware of the vigilant mentality and continues to persuade, it becomes self-entertainment.If the other person is not only wearing a mask, but also has his back to you, keep your heart locked.It's like a protective shield is wrapped around a person, it's like a firewall, this protective shield acts as protection and rebound, any words to him will be received by this protective shield, and cannot enter his heart world.Therefore, when conducting sales, you must first identify the protective shield that the customer has created for you, and you must break through the shield to make further transactions possible.Therefore, before persuading, you must carefully observe the other party's speech and behavior to judge whether he is vigilant.

Generally speaking, vigilant people don't like to reveal their thoughts, and they don't dare to be responsible for their words and deeds, so their greetings or speaking attitudes are cold; however, sometimes their attitudes can appear straightforward.In fact, he doesn't despise you, but because he is too vigilant, his words are dull and perfunctory.

Neurotic people are also very vigilant. In order to cover up their vigilance, their words will become ambiguous.Therefore, when speaking, he often adds some unclear words and phrases in a complete sentence, such as "even so", "anyway..." "although...but...", etc., making it impossible for people to understand what he really means.If the other party often uses such words and sentences, and repeats them again and again, carefully chooses a word and sentence that each customer is accustomed to, and the speaking speed slows down, these phenomena indicate that his vigilance has reached the extreme.

According to a foreign friend who is engaged in trade, when he was in business in China, he closed his eyes and listened to the other party’s tone, and he could understand the other party’s true meaning better than the meaning conveyed through the translator, because our language is different from English, There is also a difference in speed.When the tone of the person in charge of our country slowed down, he expressed his vigilance gradually.

Another more disturbing situation is that the other party hardly expresses an opinion. No matter what you say, he just answers "Yes, you have a point." This situation means that he is looking for your loopholes, or you set up trap.

(End of this chapter)