Sales Psychology: Sales is a psychological warfare

Chapter 13 Find the key to open the customer's "heart door": the customer's usual consumption psychology (3)
In the sales process, it is a common problem that customers have concerns. If they cannot be solved correctly, it will bring great resistance to the sales work.Therefore, the salesperson must try to break this passive situation, be good at accepting and subtly resolve the concerns of customers, so that customers can buy the products they want with confidence.Worries are a gap between hearts, and only by filling them can salespeople reach the other side of successful transactions.

7.Customer's "herd" mentality

"Following the crowd" is a relatively common social psychological and behavioral phenomenon, which is often referred to as "following the crowd", "following the crowd", and "following the crowd".Everyone thinks so, so do I; everyone does it, and I do it too.Herd mentality is also very common in the consumption process.Because many people like to join in the fun, and when they see other people scrambling to buy a certain product in groups, they will join the crowd without hesitation.

Of course, this kind of psychology also brings convenience to salesmen to sell their products.Sales staff can attract customers to watch and create a lively atmosphere to attract more customers to participate, thus creating more value for money. For customers, what they need is value for money items, but even if they like a certain item , as a salesperson, you can't charge a lot just because the customer likes it.Maybe the customer really liked the product and was very happy when he bought it, but when he calms down and thinks back, he will feel that he was cheated, and you will lose the customer at that time.And he will tell his experience everywhere, then your word of mouth will get worse, and you will lose not only this one customer.

Bargaining is the most common economic phenomenon in the modern market. The reason why customers are like this is that they have a psychology of being afraid of being cheated and unbalanced. As long as you understand this psychology of customers, then you will be right Customers are used to bargaining and find out how to deal with it.

Many buying opportunities.For example, sales staff often say to customers, "Many people have bought this product, and the response is very good" "Many aunts like you in the community are using our product", such words are used skillfully The herd mentality of customers enables customers to get a kind of dependence and security psychologically.

Even if the salesperson doesn't say anything, some customers will take the initiative to ask when the salesperson introduces the product:

"Who has bought your product?" It means that if many people use it, they will consider buying it.This is also a herd mentality.

Using the psychology of customers to follow the crowd is also called "queuing skills for sales promotion".For example, there is a very long queue at the entrance of a shopping mall, and people passing by the mall can easily join the queue.

Because when people see this kind of scene, the first thought is that so many people are surrounded by a commodity, it must be profitable, so I can't miss the opportunity.In this way, more and more people will line up.But in fact, few of these people actually have a clear intention to buy. People are just influencing each other to think that other buyers are more credible than salespeople.Since customers have this kind of mentality, sales staff should use the customer's herd mentality to create a marketing atmosphere when selling, and influence the sensitive people in the crowd to accept the product, so as to achieve the goal of the entire crowd accepting the product.

There is a famous entrepreneur in Japan named Hiroshi Dogawa. Because of his successful operation of baby-specific diapers, the company's annual sales reached 70 billion yen and increased at a rate of 20%, and he became the world's leading entrepreneur. The famous "diaper king".

At the beginning of Hiroshi Tagawa's business, he founded a comprehensive enterprise that produces and sells daily products such as raincoats, swimming caps, rainproof cloaks, sanitary belts, and diapers.However, due to the company's extensive operation and no characteristics, the sales volume is very unstable, and it was once faced with the predicament of bankruptcy.By chance, Hiroshi Tagawa discovered from a census form that about 250 million babies are born in Japan every year. If each baby uses two diapers, 500 million are needed a year.Therefore, they decided to give up products other than diapers and implement specialized production of diapers.

Diapers are produced, and they use new technology, new materials, and high quality.The company spent a lot of energy to promote the advantages of the product, hoping to cause a sensation in the market, but at the beginning of the trial sale, basically no one cared about it, and the business was very deserted, almost to the point where it could not continue to operate.Mr. Hiroshi Togawa was extremely anxious, and after thinking hard, he finally came up with a good solution.He had his employees pose as customers' usual psychologic shoppers and line up to buy his diapers.For a while, the company's store was full of people, and several long queues aroused the curiosity of pedestrians: "What is selling here?" "What products are so popular and attract so many people?" atmosphere, thus attracting many "herd type" buyers.As the product continues to sell, people gradually recognize this diaper, and more and more people buy diapers.Later, the diapers produced by Tachuan Hiroshi were also exported to other countries, and became popular all over the world.

The best-selling of diapers is to use the herd mentality of customers to open up the market, but the premise is that the diapers are of good quality and are recognized by customers after they are purchased.Therefore, sales must ultimately win customers with quality, and using its psychological effects is only a means of attracting customers.

In fact, there are many manifestations of the herd mentality of customers in the consumption process, and the prestige effect is one of them.For example, many companies and merchants now pay high prices for celebrities to endorse their products and advertise their products, so as to attract customers' attention and purchase.Generally speaking, when a person has no opinions or weak judgment, he will cling to the opinions of others, especially those of some prestigious and authoritative figures.

We have all seen the scene of distributing product leaflets on the street. If you observe carefully, you will find that when someone is handing out leaflets, if a group of people pass by him, as long as one person does not want his leaflets, the others will No; as long as one person accepts his leaflet, others will ask for it even if you don’t give it to him.This situation can also be encountered in counter sales. If there is one person who buys it, most of the onlookers will buy it; if no one buys it, everyone will not buy it.The root cause of this situation is the herd mentality of customers. In many cases, people will act based on the actions of the crowd.

Of course, using the psychology of customers can indeed increase the probability of successful sales, but we must also pay attention to professional ethics, and we cannot deceive customers by forming gangs, otherwise it will be counterproductive.

Generally speaking, the behavior of group members usually has a tendency to follow the group, which is manifested in the shopping and consumption, which is the "herd mentality" of following the crowd.When some people say that a certain product is good, many people will "follow the trend" to buy it. Even if it is not very good, they will feel psychologically comforted. After all, everyone is buying it. alone.

8.Brand psychology of customers

There is a data from the United Nations Industrial Programme, which shows that among all the brands in the world, famous brands only account for less than 3% of the total sales, but the famous brands account for half of the total sales, and less than 3% of the brands can account for 50%. % of sales.So, how do consumers understand famous brands?
We found that many people have some considerations about what brand of products to buy when they walk into the mall.This phenomenon is quite common. In addition, there is a rule when consumers are shopping, that is, the higher the grade of the product, the more common the phenomenon of purchasing.From a psychological point of view, the psychological effect of a famous brand is reflected in the fact that consumers recognize your brand and buy your products. If this effect is achieved, your brand will almost become a famous brand.

How to improve the brand's influence on consumers?One avenue is the repetition strategy of advertising.Now some people think that the more repetitions of advertisements, the better, because the more repetitions, the stronger the popularity will be.

From the theory of psychology, this is called the two-factor theoretical model of repeated exposure.According to this theory, assuming that your advertisement is repeated continuously, every time it appears, or every time it is repeated, there are two psychological factors that work, one is its positive factor, this is called the effect of active learning, called positive factor; One is the boring factor.When you repeat it several times, the effect of positive factors will increase quickly, and then when you repeat it again, the effect will basically decrease.Then, another boring factor has little effect in the beginning, but after a certain number of repetitions, the effect becomes obvious, and it has quickly entered people's hearts.When these two factors interact, a curve appears. This curve shows that the positive effect at the beginning increases with the number of repetitions. Repeating after a certain number of times exceeds the limit will be counterproductive, and will eventually produce The opposite effect, this is a theory in psychology.

Recently, a psychologist won a Nobel Prize for his main contribution to the long-term study of people's irrational decision-making.Under uncertain conditions, how do people judge? This behavior is completely contrary to the assumptions of customers' usual consumption psychology in economics.

There are rational parts and irrational parts in the way people look at problems.The irrational part sometimes seems inexplicable, but it actually plays an important role.

There is a young driver who likes to wear sunglasses, and there is a logo on the inside of the sunglasses.Ophthalmologists advised young people to tear off the logo, as it would obstruct vision.But he just doesn't tear off the sign, and that's where irrational behavior comes into play.This phenomenon makes us theoretically have a deep understanding of these things.

What does this mean?Brand reputation does not simply depend on the physical and chemical characteristics of the product, but also takes into account the value system of people.When we make a unique selling point, we can’t just limit it to the “rational” level of the physical and chemical characteristics of the product, but we must consider whether the selling point is consistent or inconsistent with the psychological characteristics of consumers. It is very important to study the psychology of consumers from a different perspective.

9.Customers want to get products at low prices
Everyone wants to spend the least amount of money and buy the most goods, and it would be even better if they could give away for free.Aiming at this kind of psychology, as a salesperson, you must understand it. Only by understanding this kind of psychology of customers can you better use this kind of psychology of customers to serve your own sales work.

Mrs. Huang is a teacher in a school. Every time on Teacher’s Day, a store near the school has people really believe in a brand. More importantly, it depends on whether it meets the requirements of consumers and satisfies consumers after consumption. Then this reinforcement is positive reinforcement; if it is not the case after consumption, it is a negative reinforcement.So, in this case, only positive reinforcement works positively for your brand.

Teachers will be given some gifts, sometimes a few toothbrushes, sometimes some body wash.Every year on Teacher's Day, Mr. Huang will bring his teacher qualification certificate and become a frequent visitor to the store.

This is a promotion method of the merchant, and Mr. Huang's consumption behavior is also very normal.This kind of psychology of customers is a kind of psychology of greed for cheap, which is understandable, but this kind of psychology is a great thing for salesmen or merchants.

Walking on the street, "a certain shopping mall has a big sale, all products are [-]% off", from time to time, such banners come into our eyes, or some waiters send leaflets to passers-by.These are all sales methods for merchants to take advantage of customers' preferential psychology.

Although every customer has the mentality of taking advantage, they also have a mentality of "not getting paid for nothing", so smart salesmen can always take advantage of these two mentalities of people, and when they have not done business or the business has just started It's time to win over customers, send them some exquisite gifts or treat them to a meal, so as to increase the possibility of cooperation between the two parties.

Greed for cheap is a common psychological tendency among people, and we often encounter such phenomena in our daily life.For example, a certain supermarket has a discount, a certain manufacturer has a promotion, and a certain store has a sale. As soon as people hear such news, they will scramble to gather in these places in order to buy cheap things.

High quality and low price are always the goal pursued by most customers. It is rare to hear someone say "I just like to spend more money to buy the same thing". People always hope to buy the best things with the least money.

We say that taking advantage is also a kind of psychological satisfaction.Customers will feel happy and happy because they can buy the same product at a much cheaper price than before.In fact, the salesperson should understand the psychology of customers the most, and use the difference in price to attract customers.

(End of this chapter)