Sales Psychology: Sales is a psychological warfare

Chapter 14 Find the key to open the customer's "heart door": the customer's usual consumption psychology (4)
Discounts are one of the most effective ways to promote sales, so preferential policies are a way for you to grasp the psychology of customers.Most customers only look at the discount you offer, and then compare it with your competitors. If you don’t let customers feel that they have received the discount, they may leave you, so you should not only pay attention to the quality of the product, Also pay attention to meet the psychological needs of customers who want preferential treatment.

However, the discount is just a means. In the final analysis, it is to exchange some small profits for big customers, take small losses and take advantage of the big advantages. In the end, you will still make a profit. Psychological send" "big bargain" and other activities.Of course, while offering discounts, you also need to convey a message to customers: "Discounts are not available every day, you are very lucky." In this way, customers will be more satisfied psychologically, and they will be more willing to cooperate with you.

Even if the product you're selling falls short in some way, you can make them happy with certain offers.If a customer has an opinion on your product, you must not directly deny the customer, but face up to the shortcomings of the product, and then use the advantages of the product to make up for this shortcoming, so that customers will feel psychologically balanced and speed up their purchases.For example, a customer says: "The quality of your product is not good." As a salesperson, you can tell the customer: "There is indeed a small problem with the product, so we will deal with it preferentially. But although there is a problem, we can ensure that the product will not affect It works, and it’s a great product at this price.” In this way, your guarantee and the product’s price advantage will motivate customers to buy.

10.Actively mobilize the reverse psychology of customers
In the process of consumer behavior, we can often find such a situation, the more earnestly the salesperson recommends a product to the customer, the more the customer will refuse it.

What are the factors that lead to customers' rebellious psychology?For example, when a customer is particularly interested in a product and wants to touch the texture, the salesperson will come over and say: "Sorry, our samples are not allowed to be touched!" At this time, the customer's heart will immediately become Resentment: "What's so good, how can the salesperson make customers feel that they are getting a good deal? You can go to see the best-selling products in the mall. They are usually not the most well-known brand names, nor are they the lowest-priced products. It is those products that promote "every week, every day".

The essence of promotion is to give customers a sense of benefit.Once a previously expensive item goes on sale, people feel it is worth buying.

If you don't touch it, don't touch it! "So he turned his head and left. This is why the customer's strong curiosity about the product was hindered, which led to the customer's rebellious psychology.

For example, in actual sales, in order to sign the order as soon as possible, many salespersons blindly chase after them, thinking that they can get the customer through intensive bombing, but this is likely to have the opposite effect and make customers rebellious.Because customers are often wary at the first contact, if you just blindly emphasize how good and practical your own products are at this time, customers will be more vigilant and refuse to accept because they are afraid of being deceived.

The customer's rebellious psychology will have the following manifestations in the specific consumption process:

(1) Rebuttal.Customers often deliberately raise objections to the salesperson's rhetoric, so that the salesperson will retreat.

(2) Do not express opinions.During the painstaking introduction and persuasion process by the sales staff, the customer remained silent, and his attitude was very cold, and he did not express any opinions.

(3) Superior style.No matter what the salesperson says, the customer will respond with one line, which is "I know", which means: "I know everything, you don't need to introduce it."

(4) Flatly refuse.When the salesperson recommends it to the customer, the customer will firmly say: "This product is not suitable for me, I don't like it."

Many salespeople don't understand the rebellious psychology of customers. In the sales process, they always introduce products one-sidedly and eloquently, regardless of customers' feelings. As a result, they can only be rejected by customers again and again.

Mr. Edward's private car has been used for many years and often breaks down. He decided to buy a new car.This news was learned by a certain car sales company, so many salesmen came to sell cars to him.

Every salesperson came to Mr. Edward, and introduced in detail how good the performance of his company's car was, how suitable it was for a company boss like him to use, and even laughed and said: "Your old car is so dilapidated that it can no longer be used." Use it, or you will lose your identity." Such words undoubtedly made Mr. Edward feel particularly disgusted and unhappy.

The constant visits by the salesmen made Mr. Edward feel very irritable, and at the same time increased his defensiveness. He thought to himself: "Hmph, these guys are just trying to sell their cars, and they say some things that don't suit customers' usual consumer psychology. , I just don’t buy it, so I won’t be deceived!”

Soon another car salesman came to visit, Mr. Edward thought: "No matter what he says, I will not buy his car, and I will not be fooled." But the salesman just said to Mr. Edward: "I see your car This old car is not bad, at least it can be used for another year or a half, it would be a pity to change it now, I think we should talk about it after a while!" After speaking, he left a business card for Mr. Edward and left voluntarily .

The salesman's words and deeds were completely different from what Mr. Edward had imagined, and his previous psychological defense suddenly lost its meaning, so his rebellious psychology gradually disappeared.He still felt that he should buy a new car for himself.So a week later, Mr. Edward called the salesperson and ordered a new car from him.

Rebellious psychology will not only cause customers to refuse to buy your products, but also encourage them to actively buy your products.The salesperson in the example starts from the opposite way of thinking, eliminating the customer's rebellious psychology towards the salesperson, so that he can actively buy his own products.

Therefore, when salespeople sell products to customers, on the one hand, they must avoid causing customers' rebellious psychology to drive them to refuse to buy their own products; There is a strong desire to buy, and you have to buy it instead of selling it.So as to mobilize the enthusiasm and purchase desire of customers from both positive and negative aspects, so as to make their sales work successful.

In the sales process, when the customer's psychological needs are not met, his strong needs will be stimulated even more.For example, people often want to get more things that they cannot get; they want to get in touch with things that are more inaccessible; they want to know more about things that they are not allowed to know.

In addition, the reason why customers tend to be rebellious is the opposite emotion, because customers generally have a vigilant mentality towards the salesperson who comes to sell, and instinctively distrust them. In this case, the better the salesperson speaks about their products, The more customers feel that it is fake; the more enthusiastic the salesperson is, the more customers feel that he is hypocritical, just to cheat his own money.

11.Customers have needs to be cared for

"Moved" knocks on the "door of the heart", and "moved" mostly depends on benefits.Therefore, when a customer refuses to cooperate with us, the most ingenious way is not to "impress" the customer with benefits, but to "impress" the customer with sincerity, enthusiasm and patience. "Moving" is only driven by a single profit, and the money is spent freely; and one "moving" is enough to make others relive the cold and heat for several years, and will continue to affect the people around him.Therefore, using the power of "moving" skillfully can not only resolve the rejection of customers, but also make it easier to achieve "serial sales".

Imagine if you also feel that you are not restrained in your own home and in front of your relatives. You feel free and casual, but you will be restrained in other occasions. This kind of different feeling caused by the environment will definitely affect you. to people's behavior.In this way, we can have a certain impact on people's psychology through changes in the environment, thereby promoting them to develop certain tendencies and adopt certain behaviors.

For sales, customer satisfaction is the most important thing salespeople should pay attention to, and how to make customers more satisfied, in fact, the environment also plays a very important role.Let customers feel a warm and comfortable environment, which will increase the sense of belonging of customers, so that they can relax their vigilance, and it is easier to mingle with the sales staff, express their real ideas and needs, and make each other sincere, which is conducive to the smooth conclusion of the transaction .

Consumers often have the psychology that they are willing to spend more to enjoy better services and buy better products.Because good services and good products can provide them with more comfort and benefits, and their inner satisfaction will make them willingly pay for it.The environment is also an important part of the service.

The environment here includes a large environment and a small environment. The large environment refers to the place where transactions are conducted, such as in shopping malls, shops, customers' homes, offices, factories or cafes, etc.; the small environment is the place where salespeople and customers talk and discuss Atmosphere, such as whether the salesperson is active and enthusiastic, whether he speaks appropriately, whether his behavior is appropriate, etc.Many of these environments can be controlled. Actively creating a more comfortable and harmonious environment and atmosphere through human factors will play a certain role in promoting sales.

For example, some restaurants design the dining environment to be very elegant and comfortable, playing beautiful music, and the waiters are clean and handsome, with a warm and polite attitude. The purpose is to make customers eat comfortably and happily, and come back next time.Therefore, it is also necessary to set up the environment to make customers feel at home, make customers feel more comfortable and free, make them linger and forget to return, and generate the desire to enjoy again.

The Oriental Hotel in Thailand is a world-class hotel with a history of more than 110 years.And this hotel has been full almost every day for so many years, and it is very difficult for customers to have a chance to stay if they do not make a reservation one month in advance.For a restaurant to be able to operate to such an extent, it naturally has its own special operating secrets.Because the hotel gives the most meticulous care and attention to every customer who stays, and creates the most comfortable and considerate environment and atmosphere for customers, making customers linger and forget to return.

In addition to the hotel's accommodation, catering, entertainment and other consumption environments that make people feel comfortable and enjoyable, the specific service environment also makes people feel warm and considerate.For example, if a Mr. Smith stays in this hotel, he will be greeted by a waiter when he gets up in the morning and says, "Good morning, Mr. Smith!" name of each room guest, so it's not uncommon for them to know your name.When the elevator door opened when Mr. Smith went downstairs, the waiting waiter would ask: "Mr. Smith, do you have breakfast?" When Mr. Smith walked into the restaurant, the waiter asked: "Mr. Smith, do you want the old seat?" The hotel's computer recorded the last seat Mr. Smith sat on.After the food was served, if Mr. Smith asked the waiter a question, the waiter would step back every time before answering, lest the saliva be sprayed on the food.When Mr. Smith left, even after several years, he would receive a letter from the hotel: "Dear Mr. Smith, happy birthday to you! You have not been here for 5 years, and we all in the hotel miss you very much."

This kind of environment and service allows customers to enjoy the most comfortable experience, and also receives the greatest attention and care. Therefore, customers who have been here will be willing to visit again.

This is the secret of the success of Thai Oriental Hotel. It pays the greatest attention to customers, provides them with the most considerate service, and creates the most comfortable environment and atmosphere for them, thus firmly grasping the hearts of customers.Sales staff should also work hard in this regard, using environmental factors to have some favorable effects on customers, so as to promote the transaction in a positive direction.

Environment and atmosphere play a very important role in sales.It is far from enough to provide customers with products of excellent quality and reasonable price. If the environment and atmosphere of corresponding value are not provided, sales will be difficult to carry out.

In the sales process, we should not only focus on the sales of hardware, but ignore the sales of software.Excellent quality and suitable price, etc., these are the hardware that affect sales; while the sales environment and atmosphere are the software that affect sales, such as the creative layout of the sales company's front desk, the reasonable arrangement of personnel, and the decoration of the living room or meeting room And layout, these must make it correspond to the value of the company's products.The clothing, speech and behavior of the employees must be trained in a targeted manner; when the customer visits, the on-site environment and atmosphere must be temporarily arranged according to the nature of the customer.Information such as store environment and atmosphere design, product display layout and advertising promotion can let customers see the strength behind the product and the company's taste and quality, which will have a great impact on customers' final consumption choices.

In short, the setting and creation of the environment and atmosphere is also a very important link in the sales process. A good environment and atmosphere will guide the entire sales to develop in a favorable direction.

Smart salespeople don't "impress" with benefits when customers say no

Instead, use sincerity to "move" customers, thereby reversing the attitude of customers.

Treat customers with enthusiasm, care and sincerity, often making customers unable to refuse.Even if you are rejected by customers many times, you should also be grateful to customers for giving you opportunities and helping you grow, so that it is easier to impress customers.

(End of this chapter)