Sales Psychology: Sales is a psychological warfare

Chapter 21 Sales eloquence to impress customers: laying a good foundation for efficient transactions (3)
Most customers always want to buy cheaper goods, which is human nature; some other customers have a strong desire for self-expression, hoping to show their ability in bargaining; Too much trust, suspecting that it is not worth so much money, afraid of being fooled; the customer wants to buy the product from another salesman, and he wants you to lower the price to put pressure on the third party; the customer uses the price as an excuse to obtain other aspects The customer wants to test the salesperson's attitude towards the price, so as to know the real price of the product; the customer has preconceived ideas about the price of the product, and he underestimated the production cost; the customer's current economic situation is not good, Ability to pay is limited; customers simply aren't prepared to spend a lot of money on a salesperson's product.

Of course, the above list is only some of the common reasons in the sales process. Obviously, the actual situation is very complicated.Only by mastering the psychology and motives of customers' bargaining, can the salesperson deal with it flexibly in the negotiation.If the salesperson wants to win the bargaining, he must first analyze what kind of motivation is behind the price objection.Only in this way can the salesperson find out whether the customer is interested in buying or how much he is willing to spend to buy.Don't waste each other's time with customers who turn you down on price as an excuse.

For example, when a customer says "the price is outrageously high" or "this item is too expensive," it's a sign they're trying to bargain.However, for the benefit of the company, the salesperson generally cannot lower the price casually.Under the strong demands and constant stimulation of customers, the salesperson must not lose confidence, and even doubt the price of their products, thinking that it is really too expensive. Then, the salesperson will not be able to arouse the customer's desire to buy, and the negotiation is doomed. fail.

7.Get customers to say yes
James Albertson found that once the customer was asked to say "yes, yes" to begin with, the customer forgot about their dispute and was willing to do what he suggested.What happens if someone says "no" in the first place?Let's take a look at what Professor Everster said in his book Influencing Human Behavior.

"A 'no' response is the most difficult obstacle to overcome. As soon as a person says 'no', his self-esteem will prompt him to insist. Of course, he may later feel that 'no' is inappropriate, but Once he takes into account his precious self-esteem, he's going to follow through. So it's extremely important to get a positive attitude toward you from the start."

Of course, in addition to firming their own positions, sellers still have other ways to divert customers' attention.We can get the client to compromise by taking some clever tricks.But first of all, you must pay attention, you must not take the initiative to lower the price or lower the price easily!
On the issue of price, the psychological state of customers and their needs tend to play a big role.Therefore, during the negotiation process, the salesperson should be fully aware of this and use psychological tactics to win the bargain.

He went on to say that this mental model of people is obvious.After a person says "no", if he also denies it in his heart, all the tissues in his body will coordinate and enter into a state of resistance together.Conversely, if he says "yes," the opposite will happen—his body will then be in a state of progress, acceptance, and openness, which will help change his perception or will, and make the conversation more positive. direction development.

If you get a student, customer, or your child or wife to say "no" in the first place, you will not be able to turn that negative attitude into a positive attitude, even with fairy wisdom and patience.It was this "yes, yes" approach that enabled James Albertson, a teller at the Greenwich Savings Bank in New York, to save a customer who would otherwise have lost the business.Fortunately, James Albertson was trained in the Carnegie training class, and he understood this method.

“That day,” recalls James Albertson, “this guy came in to open an account, and I asked him to fill out some forms, some of which he was willing to answer, and some of which he didn’t want to answer at all. situation, I would tell the customer that if he does not provide us with this information, we will refuse to open an account for him. I am very happy with that 'warning', because it seems to say that only my words count. However, it is obvious , such an attitude will make our customers feel unappreciated.

"Because of the relevant courses in the training class, I decided not to talk to him about the bank's regulations, but about the needs of customers. Therefore, I agreed with him. I told him that the contents he refused to fill in were not absolute. Necessary. However, I lead him to say that if he dies, wouldn't he want the money deposited in our bank transferred to his relatives?
"'Of course,' he said.

"'Don't you think,' I went on, 'that it would not be a good idea to give us some particulars of your nearest relations, so that we may, in the event of your death, carry out your wishes exactly? '

"'Yes,' he said again.

"In this way, he finally believed that the purpose of us asking for these materials was for him, and his attitude changed. He not only told me all his own materials, but also opened a trust account according to my suggestion, designated His mother was the beneficiary, and details about his mother were readily filled in."

It is not difficult to get the affirmation of the other party, but people ignore how to do it.People always hope that the other party agrees with their own views at the beginning; if others disagree, they are eager to refute the other party in order to gain the other party's approval.They may think that by doing so, they will show their superiority and prominence, but unfortunately, this attitude often backfires.Therefore, the best way is to let the other party say "yes, yes" at the beginning.

There is a rich man in the area where Raymond, a Westinghouse salesman, is in charge of sales.Raymond's predecessor and he spent 13 years marketing the rich man, but it was only recently that the rich man agreed to buy several engines.When Raymond visited him again, he said he would never order Westinghouse engines again because he thought they were too hot to put his hands on.

Raymond knew it would be futile to argue with him.So Raymond decided to find a way to get the other party to say "yes".

Raymond said to the rich man: "Mr. Smith, I completely agree with you. If my company's engine is really overheating, you should not buy it. You spend money, and of course you don't want to buy an engine that is hotter than the standard. Yes or no?"

"Yes," said Smith.

"You know," Raymond went on, "the Electrician's Guild rule says that a standard engine can't run 72 degrees Fahrenheit above the room temperature, right?"

"Yes. But your engine is hotter than that," Smith said.

"What's the temperature in your factory?" Raymond asked him.

"Seventy-five degrees Fahrenheit," Smith thought for a moment, then said.

"That's right," Raymond laughed, "75 degrees Fahrenheit plus 72 degrees Fahrenheit equals 147 degrees Fahrenheit.

Would you get burned if you put your hands in water that was 147 degrees Fahrenheit? "

Smith had to say, "Yes."

"Then," continued Raymond, "I suggest that you better not put your hands on the engine at 147 degrees Fahrenheit."

"I think you're right," Smith said.Then they talked for a while, and finally, Smith agreed to order Westinghouse's $35000 product next month.

Raymond concluded: "I finally learned that arguing is not a smart way. We have to look at the problem from the other side's point of view and try to get the other side to say 'yes, yes'. This is the real way to success."

The great Socrates is a well-known thinker in history, he is called "the gadfly of Athens".He did things that few men could do, he revolutionized the course of human thought, and he was one of the most influential persuaders in the world.Is his method to tell people they are wrong?of course not.His method is called "Socrates' method of debate", which is based on the affirmative answer of the other party.Every question he raises will be endorsed by others.

Then he kept asking questions, until at last his opponents found themselves reaching conclusions they had vehemently opposed a few minutes before.

Therefore, when talking to people, don't start by talking about something that you may disagree with, you should first emphasize something that you both agree on, and you need to keep emphasizing it; then, emphasizing that you are both pursuing the same goal, try Let the other person know that even if you disagree, it's just a difference of approach, not of goals.You should always remember the wisdom and enlightenment that this "Gadfly of Athens" gave us, and start by asking a gentle question--one that will get a "yes, yes" response.

8.Break the ice with effective topics
Anyone who has worked in sales may have encountered such a situation. When a salesperson meets a customer for the first time, they often appear cold because they have nothing to say.This kind of cold field will hinder the sales work. When asking questions, the salesperson must grasp the timing and the heat, not only to consider his own way out, but also to think about the customer's way out.

The salesperson needs to understand the customer in many ways, find the common ground between the two parties, and let the customer affirm you psychologically, and then say "yes".

Even if the sale does not reach the substantive stage, it will be killed in the cradle.

Salespeople should learn to find effective topics to break the ice and resonate emotionally with customers.

From a psychological point of view, if there are topics of common interest between people, then when communicating, a strong state of telepathy will be formed in terms of thoughts, feelings, ideals, wishes, and aesthetic tastes.Based on this psychological phenomenon, salespeople can not only break the silence through effective topics, but also win the favor of customers and shorten the distance between them.

(End of this chapter)