Sales Psychology: Sales is a psychological warfare

Chapter 3 Achieve Yourself First: Bloom Your Most Beautiful Self (2)
Salespeople should remember this sentence: "Image is your business card." There is a psychological effect in psychology called "primacy effect", that is, the impression left by people in the first interaction between people is in the mind of the other person. A reaction that forms and occupies a dominant position in a person's life, which is what we often call the "first impression".The impression you make on the other party when you meet for the first time will be deeply ingrained in the other party's mind. If you dress well, behave elegantly, and speak politely, the other party will feel good about you and think you are a well-educated and well-mannered person, so they are willing to be with you. If you have strange clothes, arrogant attitude, and vulgar language, the other party will think you are an uncultivated and unprogressive guy, so they will feel disgusted and unwilling to contact you. Even if you correct it next time, it will be difficult to change To win the favor of the other party, this is the first reason that the salesperson is not only selling products, but also "selling" himself. Only when he "sells" himself as a product, then the customer will introduce you to everyone around him .Girard taught us that there are 250 people behind every customer. If a customer introduces you to 250 people, these people will introduce you to 250 people around them, and so on. You say How big will your customer base be?
The role of the effect.

A food research institute produced a seabuckthorn beverage, and a female salesperson went to a company to promote it.She took out two bottles of seabuckthorn samples and said timidly: "Hello, this is a new product just developed by our research institute. I would like to ask your company to sell it." The manager looked at the female salesperson in front of him curiously, and was about to refuse When he was called by his colleague to answer the phone, he said casually: "Please wait a moment." When the manager with "bad memory" finished the call, he had already forgotten that he had asked a female salesperson to wait for him. .In this way, the female salesperson sat on the bench for several hours.When it was almost time to get off work, the confused manager remembered the female salesperson who was waiting for his reply, and was surprised to see that she was still waiting.Facing this "honest" and somewhat jerky salesperson, the manager felt that she was more at ease than the salesperson who often boasted, so he decided to buy her goods on the spot.

This case shows that a qualified salesperson must first use his personality charm to attract customers in the process of interacting with customers.

In the sales process, the salesperson should strive to leave a good "first impression" on the customer and win the favor and recognition of the customer.Psychologists believe that since the formation of the first impression mainly comes from "external characteristics" such as gender, age, clothing, posture, and facial expressions, in general, a person's posture, posture, conversation, clothing, etc. To a certain extent, it reflects the person's inner quality and other personality traits, and the other party will make the most basic judgment and evaluation on it.Therefore, when the salesperson meets the customer for the first time, he must show his best and most beautiful side, so that he can be recognized by the customer first, and then sell the product.If customers have a bad impression of you, no matter how good your product is, they will transfer their dislike of you to the product.

Sun Gang is a new salesman. His job is to sell various anti-theft doors and windows.On the first day of work, the boss gave him a very important task, asking him to go to a wealthy client's home to sell security doors.Prior to this, 5 very experienced salespeople had been there, but none of them succeeded.

Sun Gang was very nervous, worried that he had just entered the industry and had no experience.Standing at the door of his client's house, his hands and feet were trembling involuntarily, but he rang the doorbell anyway.A middle-aged woman opened the door, and after listening to him stammering his self-introduction, invited him in.

Sun Gang stayed there for more than two hours and drank more than a dozen cups of tea. Although he was a little nervous, the lady unexpectedly signed the contract on the spot and bought a security guard worth 1 yuan. Door.

Before that, the lady had sent away five salesmen of anti-theft doors and windows, and their asking prices were all lower than Sun Gang's.But why did she choose to sign the contract with Sun Gang?The reason is actually very simple. The lady said: "This young man's honest performance reassures me. I like this young man."

During those more than two hours, Sun Gang won the trust of the lady with his humility, politeness and sincerity, and finally negotiated the deal.He didn't talk eloquently, didn't talk about discounts with customers, didn't confuse customers with rhetoric, and he didn't act low, obsequious, arrogant, or arrogant. He only relied on his honest personality in exchange for the love and trust of customers.

Making a good first impression on customers is the key to Sun Gang's success.If you can be liked by customers, then you have already succeeded in half.

Psychological research has found that when meeting a person for the first time, a first impression can be formed within 45 seconds.And this initial impression can form and occupy a dominant position in the mind of the other party.Once the salesperson leaves a bad impression on the customer, it is difficult to correct it. After all, few people are willing to spend more time to understand and confirm a person who has a bad first impression, but are willing to contact those who give a bad first impression. People who make a good impression on themselves.

So, while first impressions are sometimes not entirely accurate, they play a leading role in the human emotional element.In the sales process, sales staff can use this effect to show customers a better image and lay a good foundation for the next sales work.

To this end, salespeople need to pay attention to the following points when they meet with customers for the first time.

(1) Apparel.The basic requirement for sales staff to dress is to be clean and tidy, which should not only conform to the fashion aesthetics, but also properly reflect the personality.Clean and tidy, coordinated and suitable clothing will reveal natural beauty and charming charm between behaviors.

There is a popular saying in the Japanese sales circle: "If you want to be a first-class salesperson, you should start with appearance modification, and dress yourself with neat and decent clothes." Once you decide to enter the sales industry, you must be true to yourself Instrument investment, this investment is definitely worth it.The dress of the sales staff must conform to their own personality, identity, age, gender, environment and customs, and they should not follow fashion and wear too many accessories.If you wear too much attention, the effect will be counterproductive.

(2) Conversation and manners.When the salesperson talks to the customer, the attitude should be humble and polite, so that the customer can feel that you are well educated.People who are polite will be welcomed by people.There are some problems you must avoid, such as speaking too fast, slurred words, vulgar language, weak, lukewarm attitude; critical, big talk, lying; glib, taciturn; too casual, hooking up with customers , stalking; scratching ears and cheeks, shrugging shoulders, sticking out tongue, licking lips, trembling feet; constantly looking at watch, smiling but not smiling; looking around, flustered, etc.

(3) Etiquette.Etiquette is an external manifestation of a person's inner cultural accomplishment and spiritual outlook.As a salesperson, every word and deed must be responsible for the company's social image.Customers are smart, and they only work with salespeople who are trustworthy and courteous.The basic principles of etiquette are sincerity, enthusiasm, self-confidence and humility.Communicating around these basic principles will definitely leave a polite impression on customers.

4.target height

A person living in this world without a goal is like a boat without a rudder drifting in the sea.A lonely boat without a rudder, no matter how hard it sails and braves the wind and waves, will never reach the other shore.

For salespeople, they are not only selling products, but also selling themselves, and selling themselves is the premise of selling products.

Good image and words and deeds are your business card.Therefore, when visiting customers, you should pay attention to your appearance and dress anytime and anywhere.

A person without a purpose in life is scary.Carnegie once said: "Having no goals is worse than having bad goals." Because having no goals does not necessarily mean that this person is doing nothing, but that this person is likely to do nothing.

Numerous facts have proved that in order to be successful, you must have a clear goal in life.Without a life goal, there is no specific action plan; without an action plan, things will be perfunctory, and there will be no sense of responsibility, let alone strong will and high morale.Without goals, all talents and efforts are wasted.

There are countless new salesmen who have no achievements because they deny themselves, and have to find another job.Facts have repeatedly shown that only when a person sets positive goals that are in line with his own actual situation can he change the unsatisfactory status quo in work and career.When you set a lofty goal for yourself and commit to working hard to achieve it, you will feel the great potential surging in your heart and feel the endless energy.Top-level salespeople all have a mysterious power to push themselves. When some new salesmen linger because of timidity, they can rely on high optimism, self-confidence, self-motivation, and inner self-spontaneity. Setbacks are under control.They firmly believe that they can achieve their goals, and they always motivate themselves like this.

Stone, the most famous salesman in the United States, moved to Chicago when he was 20 years old and opened an insurance brokerage called "Union Registered Insurance Company".Although he was the only one in the company, he was still determined to run the company well.

On the first day of opening, he sold 54 insurance policies on the lively North Clarke Street.However, even though it made a good start as soon as it opened, people still talked a lot, thinking that Stone's company would definitely not be able to run for a few days.However, Stone firmly believes that he will be successful, so he sets some high goals for himself every day to achieve.He firmly believes that he can achieve higher goals and sell more insurance policies.Under the premise that he is sure that he can do it, in Zuliye City, he sold an average of 70 insurance policies every day, and the highest record was 122 insurance policies a day.With unremitting efforts, the company has also prospered day by day, not only gaining a firm foothold in Chicago, but also opening up insurance business in other parts of Illinois.Through continuous self-improvement and self-growth, he has achieved a goal that is almost impossible to achieve in the eyes of others.

Self-improvement and self-motivation have a great role in promoting everyone to achieve their goals.In essence, self-growth and self-improvement come from self-confidence.When people have a certain need, it will motivate people to use actions to achieve goals to meet the needs.This need becomes an expectation when the goal has not been achieved.And expectation is a kind of motivating force, which will become the source of motivation to achieve the goal.

If you are an inexperienced salesperson, when you encounter difficulties and failures, you must tell yourself "I am not afraid of difficulties and failures, and I will not be easily defeated", and use this to motivate yourself to fight, and you will eventually succeed. Success.If you are a sales person who has struggled for many years, then you should constantly raise new goals for yourself, try again and again, constantly improve your sales goals, and constantly break through the limits of your life.

Many people in real life simply lose as soon as they encounter difficulties; even if the difficulties are not serious, they dare not face them, and even if there are no difficulties, they dare not try again.Many times, when you are faced with a big client, would you say: "Oh my God! Why is there such a big client, I don't have the ability to handle this matter well." Or say: "That's a big client. Even the most powerful salespeople have failed, not to mention me, a new salesman with no experience, it's better not to run into trouble..."

Examples like this happen every day.If a salesperson is not optimistic about his ability and sets very small goals, then his potential will be limited, and naturally he will not be able to talk about good performance.The reason why many salespeople do not have good performance is because they are afraid of not being able to do it when they encounter a slightly difficult job, thus limiting their ability and potential.

When you think that your ability cannot do something well, before you say "I'm afraid I can't", please think about how much this sentence will affect your performance, and think about whether you have set limits on yourself .If so, then you have to find a way to break through yourself.

To break through yourself, don't just think about your ability, but think about your potential, and then act immediately.As long as you think about it and do it like this, you will find that your ability is far beyond what you originally imagined.

The ancients said: "Everything is forewarned, it will be established, and if it is not forewarned, it will be abandoned." Although in actual work, salesmen who do not set goals in advance may sometimes gain something, but that is not real success.Setting goals helps you achieve real success, and because your success is earned through hard work, it has real value and meaning.You will protect and grow the fruits of your labor, and instead of squandering it, you will build it on a more solid foundation.If you don't set goals, you can't give full play to your own potential as a salesperson; without goals, you will become listless and restless at work, thus losing confidence in your work.

5.be your true self

"Be true to yourself" is a famous saying of the great Greek philosopher Socrates more than 2000 years ago.

This sentence contains infinite truth. If we can comprehend the true meaning of this sentence and practice it seriously, we will benefit endlessly.

Looking at the experiences of successful people from all walks of life in the world, it is not difficult to find that the key to their success lies in their full self-knowledge, that is, after they know themselves, they constantly transform themselves, and then they gradually move towards the road to success.

When some large companies in the United States recruit sales staff, they always ask such a question: "Why do you want to be a sales staff?" For this simple question, most applicants will answer "I like this challenging job." "In order to realize one's dream" and so on.Candidates who answer in this way are generally not admitted.On the contrary, if the applicant says "for making money", the recruiter will show a satisfied smile and congratulate him on being hired.

It might seem vulgar to say "for the money", but why was it hired?This is because from this answer, the recruiter can see the true heart of the candidate.If you firmly believe that you are the best salesperson and that you can always sell your products successfully, your mental state must also be positive, healthy and happy, and your words, deeds, thoughts and actions must also be positive .As a result, your road to sales will become smoother.

Napoleon once said: "A soldier who does not want to be a general is not a good soldier." Applying this sentence to salesmen, it can be said: "A salesman who does not want to make a lot of money cannot be a top salesman." The fact is also true, A salesperson who doesn't want to make a lot of money generally can't generate good results.

Of course, successful salespeople are no exception. Let's take Ippei Hara, the leading salesman in the Japanese insurance industry, as an example.

Yuan Yiping joined the Japanese Meiji Insurance Company at the age of 27 and started his sales career.At the beginning of his career, he was too poor to eat lunch and had to sleep on the streets.But by an extremely accidental opportunity, this down-and-out salesman changed his life because of a remark from an old monk.

One day, he sold insurance to an old monk.After listening to Yuan Yiping's detailed explanation, the old monk said calmly: "After listening to your introduction, I have not aroused my willingness to buy insurance at all."

The old monk stared at Yuan Yiping for a long time, and then said: "When people sit facing each other like this, they must have a strong charm to attract each other. If you can't do this, you will have no future. said."

Yuan Yiping was speechless, sweating coldly.

The old monk said again: "Young people, first work hard to transform yourself!"

"Reform yourself?"

"Yes, to transform yourself, you must first know yourself. Do you know what kind of person you are?"

The old monk said: "Before you consider insurance for others, you must first consider yourself and know yourself."

"Think about yourself? Know yourself?"

"Yes, look at yourself naked, and thoroughly reflect without reservation, and then you can know yourself."

The old monk's words were like enlightenment, and Yuan Yiping finally understood the reason for his failure.From then on, he worked hard to understand himself, temper himself, and eventually became a generation of sales masters.

Knowing yourself may seem simple, but it is actually quite difficult.A person must go through the process of self-analysis and acceptance of criticism from others before he can gradually understand himself.Many people have no confidence in themselves. After self-analysis, they discover their strengths, know their weaknesses, believe in their abilities, determine the direction of their efforts, find themselves in work, and regain their confidence.So how do you analyze yourself?The easiest way is to always keep "one eye" on yourself and reflect at any time.

Miyamoto Gozo and Yagyu Matatoshiro are two first-class swordsmen in modern Japan, and Miyamoto is Yagyu's master.

Back then, when Yagyu was studying with a teacher, he asked Miyamoto: "Master, according to my aptitude, how long will it take me to practice to become a first-class swordsman?"

Miyamoto replied: "At least 10 years!"

Yagyu said: "Wow! 10 years is too long. If I work harder, how long will it take to become a first-class swordsman?"

Miyamoto replied: "It will take 20 years."

Liu Sheng looked suspicious, and asked again: "If I don't sleep at night and practice hard day and night, how long will it take to become a first-class swordsman?"

Miyamoto replied: "If you don't sleep and practice your sword at night, you will surely die. It is impossible to become a first-class swordsman."

(End of this chapter)