Sales Psychology: Sales is a psychological warfare

Chapter 27 Sales Is Actually a Psychological Game: Psychological "Tricks" Commonly Used in Sales (1)
Sales is a heart-to-heart interaction between salespeople and customers.The highest level of sales is not to "push" products out, but to "bring" customers in!The so-called "bringing" in is to let customers buy on their own initiative.From this, it can be said that sales is a psychological game. Whoever can master the hearts of customers can become the king of sales!
1.Appropriate pressure

Give customers a sense of urgency of being "threatened". The professional characteristics of sales determine that salespeople have to meet all kinds of people in their work. Some customers may be docile, some stubborn, some cheerful, and some weird.Meeting customers who are easy to persuade is a blessing for sales staff; but don't be discouraged when meeting difficult customers. This is an excellent opportunity to exercise our sales skills!Don't shrink back just because the client is difficult. Nervous looks and incoherent speech won't solve any problems, they will only make the situation worse.In the face of such customers, you have to learn to "threat" them in a timely manner, so that you can make the customer decide to sign the order.

If you put a "no entry" note on the door of a room, maybe more people will want to enter the room to see what's going on.Similarly, in sales activities, if the salesperson tells the customer "I don't sell" in a timely manner, the customer's desire to buy may be greater.

When encountering a customer with a bad attitude, the salesperson can sometimes try to be tougher, because the customer has a reason to choose, and as a salesperson, he should also have the right to choose.Sales staff should learn to say "no". Selling products is our job, and this job also requires a certain amount of respect and understanding.

Some customers are unimaginably picky about products, and they hope to have a very low price on the basis of high quality.What the salesperson has to do at this time is to tell the customer that the price of your product is high because of the quality assurance; if the other party is still hesitant, then tell him directly that if you cannot accept your current price, then you will not sell it. Hope to have the opportunity to cooperate next time.

Xiao Xiao's sales performance has been very good since she was in the sales business. In many cases, she can even sell products that others cannot sell.When asked why the sale could be completed so easily, she said something like this: "It's actually not that difficult to say. In the sales process, the status of both parties should be equal. Many salespeople put themselves The status of the company is very low, and it is obedience, obedience, and obedience when facing customers. They have never thought that simply letting customers buy your products will cause most customers to have "reverse psychology". No. You only have to stand on the basis of equality, when you introduce a reasonable price to customers, and timely convey the meaning of "I will not sell beyond this price range", then the customer's rebellious psychology will be corrected. , and they may readily accept it.”

From the words of this salesperson, it is not difficult to see that it is very important to properly convey the message "I don't sell" to customers.When most salespeople generally say "yes", you may be more likely to be selected because of the specific impression you leave on the customer.

For example, in the negotiation process, the salesperson must learn to use "threat" appropriately. As long as it is used properly, it will undoubtedly play a good role in promoting your sales work.

Sun Hao is a salesman in a construction company.He recently took over the negotiation of a very large engineering project. The company's negotiation price was 8.6 yuan, while the owner's price was 7.5 yuan.After a period of negotiation, the owner raised it to 8 yuan, but the bottom line of the company's price was 8.4 yuan.What should we do?

At this time, Sun Hao stood up and made a concluding speech on the negotiation: "Well, I think the negotiation should not be over like this. We have spent so long on the price, and our price is very close. We can all accept it, and it would be a disgrace to both of us if the negotiation broke down because of a difference of 0.4 yuan."

The other party was obviously moved. In the end, they said: "Then how about we make a compromise?"

Sun Hao seemed a little hesitant, and said: "Compromise, what do you mean? I want 8.4 yuan, and you give 8 yuan. You said you would raise it to 8.2 yuan. Is that what I heard?"

"Yes," said the other party, "if you can get it down to 8.2 yuan, we will make a deal."

Sun Hao said again: "8.2 yuan sounds more appropriate than 8 yuan. Let me tell you, I have to discuss with the superiors to see what their opinions are. I will tell them that you have given 8.2 yuan. See See if we can make a deal. I'll call you back tomorrow."

Sun Hao said to them the next day: "Oh, my boss is tough! I believed I could get them to accept 8.2 yuan, but I spent two hours last night - went through the data again, and they insisted Said that if there is one penny less than 8.4 yuan, we will lose money. But fortunately we only have a difference of 0.2 yuan."

In the end, the business was sold at a price of 8.4 yuan.

If the salesperson properly uses the "threat" strategy in the sales process to urge the other party to make a plan to facilitate the transaction, it will be more beneficial to the negotiation.But the salesperson must keep in mind: the essence of negotiation is to always make the other party feel that they have won.

2.Treat customer rejection as a kind of enjoyment

The so-called enjoyment of rejection means that when we encounter rejection from customers, we let go of our burdens and enjoy the benefits of rejection, so as to turn disadvantages into advantages.Enjoying rejection is an exercise in a good attitude and a way to turn difficulties and setbacks into our favor through positive thinking.

"This is the last piece of clothing" "Mr. Thomson's bid was $300 yesterday"... This kind of "threat" to customers helps to prompt customers to make an early decision.

In sales, when your customers are unable to attack, you can properly adopt this "threat" strategy.

Thanks to the difficult customers, because of their existence, we can grow our sales staff.The trickier their questions, the richer our rewards.When encountering such customers, there is no fixed pattern to deal with, but to analyze the specific situation in detail, knowing when to say something, when to say soft words, and when to say hard words. , will be able to call the wind and rain in this game and have both sides.

For an experienced salesperson, objection is not only a hindrance in sales work, but also a positive factor.

As a salesperson, it's very normal to be rejected when you sell something to a customer.

What will you do at this time?Do you choose to give up, or take the rejection as an opportunity to close the deal?

Many salespeople will think like this: "The customer has already rejected me directly, and he no longer wants my product. What else can I do?" However, when the salesperson sells products, most of the responses they get are rejection, Who would trust a stranger's merchandise for no reason?However, those excellent salespersons have completely different thinking. They are often rejected by customers when they sell products, but they will never complain about themselves, nor will they be pessimistic and disappointed.In their eyes, every rejection from a client is an opportunity.Because the customer has a reason for his refusal, he may think the product is expensive, he may not trust the product enough, he may complain that the product does not have after-sales service, etc.So if you solve the customer's problem, everything will be fine?
In this world, there is no problem that cannot be solved, and all problems have solutions. As people often say, "there are always more solutions than problems".When you try to solve all the customer's problems, what reason does he have for not buying your product?Seeing the customer's rejection as an opportunity to close the deal is the secret of a good salesperson.

After graduating from university, Wang Tao found a job in sales, responsible for selling stationery.But every time he sells to a customer, the customer's answer is only one sentence: "I don't need it." For this reason, he is very distressed and doesn't know what to do.

Helpless, he had to ask those outstanding peers for advice.The colleague said: "First of all, you need to find the right customers! For example, if you sell stationery, you can only find people from families with students or cultural units, and they may need it." Wang Tao sighed and said: "I am looking for It’s these people! But people say they don’t need it.” The colleague said with a smile: “They rejected you, so you left?” Wang Tao said in surprise: “Otherwise, what else can I do?” The colleague said: “You At least you can ask him why he refuses to buy your product!" Wang Tao said: "After asking, what should I do?" The colleague laughed and said: "If you know the reason for his refusal, your sales will be half successful. Know the problem If he thinks the product is expensive, you should try to convince him that it is worth the money. If he does not trust the quality of the product, you can tell him that if the product is released within one year The question is, you return the money to him intact. If he has eliminated all the reasons for rejecting you, what reason does he have for not buying your products?" Wang Tao said in surprise: "Your sales are so good. , Do you often get rejected by customers too?" The colleague smiled and said, "What do you think? I am not a lucky person, I am just a person who will regard rejection as an opportunity."

Wang Tao was deeply inspired by this conversation. It turns out that in sales, rejection is not just rejection, but an opportunity.With this in mind, he knocked on a client's door again.The customer's first words are still:
"I don't need it." Wang Tao didn't just walk away as before, but asked with a smile: "May I ask why you don't need it? As far as I know, you have a son who is in junior high school. I think he should Stationery is needed." The customer said: "He has stationery." Wang Qiang said: "Oh, but our products are very easy to use, and many people who have used them have reflected this." The customer said: "Of course the sellers will say that they are How do I know that your product is easy to use?” Wang Tao said: “You will know it once you use it, I think you can tell the good from the bad.” After using it, the customer felt that Wang Tao’s The quality of the stationery is really good, so I bought some.Wang Tao finally found the knack of selling.

After the salesperson is rejected, don't be discouraged and don't give up. If you choose to give up, then you are giving up the chance of success.You have to understand that it is normal for customers to reject you, and it is abnormal not to reject you.When you go to sell, you must be fully prepared and ready to accept rejection from customers.However, you should understand that there are infinite business opportunities hidden behind the rejection, and only when there is rejection can there be sales.Find the reason why the customer rejects you, and then eliminate the reason, turn rejection into acceptance, and turn crisis into opportunity. This is the quality that an excellent salesperson must possess.

Most salespeople who are good at challenging rejection stick to two principles.

(1) Cut off escape routes and escape routes, and completely dispel concerns.In order to avoid falling into an emotional trough and becoming sluggish, salespeople must always be mentally prepared: today's rejection means tomorrow's success.After you fail, you should go back and think about it, sum up your experience, why you failed, why you were rejected, and then find out how to deal with rejection, so that you will be confident in the next time you encounter a similar situation.Take a break, gain wisdom, and over time, the rejections encountered will be relatively reduced, and the probability of success will be relatively increased.

(2) Forge ahead with a will of steel.As a salesperson, you should understand the rejection psychology of customers.Most of the customers that salespeople face are strangers, and the two parties are not familiar with each other, so there must be a kind of confrontation and rejection.Moreover, when the salesperson comes to sell products, maybe the family is watching TV happily or the staff is in a meeting, and a stranger suddenly interrupts the tranquility and work procedure, which will definitely arouse the disgust of the customers. A friendly tone and a blunt refusal are not incomprehensible.However, when the salesperson encounters rejection, he must first maintain a good attitude, understand the customer's rejection psychology, and relieve the subconscious rejection psychology of the customer through friendly chats, etc., and sincerely introduce his products until the customer believes until.

3.Close the psychological distance between each other with a smile
Smiling is the best way to break the ice between people, and it is the beginning of leaving a good impression on people.As long as you maintain this smiling expression in sales work, your customers will definitely accept you.Just think, who can refuse a person who smiles at him?

The charm of a smile is endless. It is like the spring breeze blowing towards the face. It can touch the heartstrings of customers, adjust the atmosphere of conversation, and close the relationship with customers; Strangeness, get more understanding and recognition from customers.

As a professional salesperson, you must have such a mentality: Objection is the real beginning of sales.If the customer buys the product without any objection, how can the value of the salesperson be reflected?In fact, any product has shortcomings, and it is impossible to be perfect. Customers will definitely have some objections to it, and salespeople must also be aware of this.

In sales work, every failure is a step towards success, and in sales, every rejection by customers is also a step towards success, because sales work begins with rejection.Therefore, for salespeople, when rejection is inevitable, learn to enjoy rejection.The sales job is like that, you can't give up the career just because the customer says no.

Franklin Bettger, a third baseman for the St. Louis Cardinals, retired to become one of the most successful insurance salesmen in the United States.He said he discovered many years ago that a person with a smile is always welcome.So, before entering someone's office, he always pauses for a moment, thinks of the many things he has to be grateful for, smiles a big, wide, genuine smile, and walks in just as the smile is about to fade from his face. .This simple technique has a lot to do with his success in selling insurance.

The world-class sales guru Yuan Yiping summed up the six benefits of smiling:
(1) A smile can easily remove the thick barrier between two people and open their hearts.

(2) A smile is a shortcut to convey love to each other.

(3) Smiles are contagious.Therefore, your smile will trigger the other party's laughter or pleasure. The purer and more beautiful your smile, the greater the pleasure of the other party.

(4) A smile will eliminate one's inferiority complex and make up for one's own shortcomings.

(5) By owning a variety of smiles, you can gain insight into the other party's psychological state.

(6) A baby-like smile is the most alluring.

Treat everyone with a smile and you will be the most popular.

A smiling face is beautiful and pleasing, and it doesn’t matter if the smiling face of a salesperson is not so charming, just smile boldly.A baby-like smile can be obtained through training, and you can practice it in front of the mirror. At the same time, you must develop the habit of smiling when greeting people, and you will relax when you smile.Usually, you can treat the people around you as customers to practice laughing, and continue to accumulate experience, so that when you meet real customers, you will naturally bring out your smile.And this kind of natural, sincere and pure smile is a powerful "weapon" that really touches people's hearts.

In fact, your customers need to smile. Customers want to see that the salesperson is positive and confident. Cooperation becomes possible only when people talk to each other further.

In a large motorboat display event, many customers are looking at the motorboat model.In this exhibition, a foreign oil tycoon showed great interest in a big ship. He said to the salesman of that ship: "How much is this ship?" Powerful customers told their prices blankly.Although the rich man was very interested in the ship, seeing the "calm" face of the salesperson, he walked away resentfully.

As he walked up to the next display boat, the salesman opposite greeted him with a big smile on his face.The smile on the salesperson's face made the rich man feel a lot easier, so he asked again: "How much is this boat?"

The salesperson still told the customer the specific price of the ship with a sunny smile on his face, and said:

"Please take a look at this ship first." It's that simple, the salesperson first impresses the customer with a smile, and then sells his products.After visiting the yacht, the oil tycoon signed a purchase order with satisfaction, and happily told the salesperson that he likes the way other people smile all the time, because when others smile at him, it means that he is liked by people, and he also I really enjoy this feeling.

There is no doubt that smiling brings many conveniences.Talk to disgruntled people with a relaxed and cheerful mood, smile and listen, and the guy who used to be a nuisance will become a popular person; It was easy to solve.Maybe you used to have a hard time getting along with others, but now it's the complete opposite. You learn to praise and appreciate others, and try to make yourself see things from other people's perspectives. From then on, you will be happy, rich, have friendship and happiness.

So, how can you make yourself smile from the bottom of your heart?
(End of this chapter)