Sales Psychology: Sales is a psychological warfare

Chapter 32 Controlling Customers Psychologically: Psychological Effects That Salespeople Must Know (2)
"Oh, happy birthday! Ma'am." Girard sincerely congratulated the middle-aged woman, and then took the lady to watch the exhibition room.He first let her look at the car model, then went out by himself, and came back to the middle-aged woman and said: "Ma'am, is your favorite color white? Now I will recommend one of our new cars to you, I hope You can like it." After saying this, a female staff member came in, holding a bouquet of flowers, and then handed the flowers to the middle-aged woman with a smile on her face, and said sincerely: "Happy birthday to you Ma'am!" The middle-aged woman was surprised at first, and then moved to the point of tears. "It's been a long time since anyone celebrated my birthday," the middle-aged woman said with a choked voice, "The salesperson before probably thought I couldn't afford a Ford, so he ignored me. I I wanted to see a sample car, but he asked me to wait, so I came to your place. Actually, I don’t necessarily have to buy a Ford car, and your Chevrolet is also good.” After saying this, the middle-aged woman signed the contract readily. Car purchase order.

The reason why the middle-aged woman changed her original intention to buy a Ford car and bought Girard's Chevrolet was precisely because she was moved by Girard's care.Gillard's successful marketing method is not rhetoric, but clever use of the emotional needs of customers, thus contributing to the smooth closing of the transaction.

In marketing, there is a sales strategy called "emotional marketing", which refers to taking the different emotional needs of customers as the starting point of sales activities, and formulating specific sales methods to sell according to their emotional needs.Emotional selling focuses on the emotional interaction between sales staff and customers, which can be achieved in various forms, such as holding social parties, salons, etc.Its advantage is that through this interaction between the salesperson and the customer, the understanding between the two parties can be enhanced.Through communication, the salesperson understands the emotional needs of the customer, so as to satisfy them, and the customer trusts the salesperson, and then the sales can be carried out smoothly, and sometimes the transaction can be completed without too many setbacks.

4.Mutual benefit effect: pay a little first to make customers feel indebted

In real life, many people always hold grudges against free goods or services, and cannot accept them with peace of mind and steadfastness. Instead, they are afraid that there is some "conspiracy" in them, so that they can melt ice and snow by asking for sunshine, and extinguish their enthusiasm. anger.The enthusiastic and sincere service attitude of the sales staff will surely drive away the irritable psychology of customers.

Sincere service will touch the hearts of customers and melt the ice in their hearts.Today, when the product differentiation is shrinking, service has increasingly become an important part of sales, and has become the primary issue for customers to measure the cost performance of products.Whether you can touch the hearts of customers and make customers favor your products depends on whether you can provide customers with sincere services.

Not to mention, but also to suffer additional losses.Such worries are not unreasonable.This is actually because in people's hearts, there is a force of reciprocity that is "causing trouble".Because the other party has given you benefits, deep in your heart you feel that you should return the other party with corresponding benefits. If you don’t do this, you will feel uneasy.

The Chinese pay special attention to "coming and not being indecent". When others give us some benefits, or make some concessions, we will instinctively think of repaying others with another benefit, or make some concessions. Give in and you will feel at ease.It is under such psychological pressure that few people can remain indifferent. This is the great influence of the principle of reciprocity.

For salespeople, applying this influence to sales can also have positive effects.What kind of return you want to get is often not what others want to give you, but what you have given to others.When you really do something for others and bring him some benefits, others will try their best to repay you for everything you have done for them.

One day, Mr. Ma received a call from a young man who claimed to be a service member of the Residents Fire Safety Association, asking Mr. Ma if he would like to know some knowledge about family fire safety, and if he would like someone to come to his house to check if there is any fire safety. There is no safety hazard, and you can also get a home fire extinguisher for free, and claim that all these services are free of charge.

Mr. Ma was very interested in this, and readily agreed to the other party's visit to his own home, so he made an appointment.

On that day, the young man came and checked Mr. Ma's house for possible fires. He also gave Mr. Ma a hand-held fire extinguisher for free.After the inspection, he also told Mr. Ma's family some general knowledge about fire, and made an assessment of the possibility of a fire in Mr. Ma's house.Mr. Ma's family is very satisfied and grateful for everything this young man has done, and feels that he has indeed benefited a lot from it.

At this time, the time was finally ripe, and the young man suggested that Mr. Ma buy a home fire alarm system based on the possibility of a fire in his home.The whole family was very interested in this, so they asked where they could buy it. At this time, the young man said that if he really needed it, he could help.In the end, Mr. Ma, of course, bought a fire alarm system, and still felt that the young man gave him great help.

This is the psychology of reciprocity at work.As the saying goes: "Eat others' mouths are soft, but others' hands are short."

If a friend invites you to dinner this time, next time you will find an opportunity to invite the other party again, otherwise you will always feel uneasy; if someone gives you a gift on your birthday, you will also find an opportunity to return a gift to the other party; even Two people who don't know each other, if they nod and smile at you, you will smile back.In people's consciousness, everyone thinks that if they accept other people's favors, gifts, invitations, etc., they have the responsibility to repay the other party, and this is also "as it should be".

Therefore, under the influence of the principle of mutual benefit, those who benefit from others shoulder the responsibility of repaying the favor of the other party.If you don't repay, you will have a sense of debt, which makes you have to be swayed by a force.Reciprocity is a common psychological influence, and being good at applying this psychological effect will bring great help to salespeople when establishing customer relationships.

Zhou Tao is a salesperson of medical equipment. He wanted to sell his medical equipment to a certain hospital, so he went to visit the director of the hospital, but he failed to get what he wanted after several visits.The first time I went, the dean avoided seeing him and blocked him from the door, saying that his hospital did not need these equipments.The second time I went, although he was allowed to enter the office to talk, he was not allowed to sit down. He just stood and chatted for a few words, then said that he had something to do and left.

Zhou Tao was not reconciled. He came to visit the dean again on this day, and happened to meet the dean and his secretary who were struggling to carry a pot of flowers.He wanted to move this potted flower to his office, with a cautious look, it could be seen that the dean liked his potted flower very much.So Zhou Tao took the initiative to help.After the dean placed the potted flowers, Zhou Tao explained his reason for coming again.He was ready to be rejected again, but this time he heard a different voice. The dean said that he could consider buying a batch of medical equipment from him, which made Zhou Tao very happy. It seemed that the business was a success.Sure enough, after negotiation, the two parties finally signed the list, and the dean purchased 3 sets of medical equipment from Zhou Tao.

Why did the dean change his attitude and accept Zhou Tao's promotion?The reason is that Zhou Tao helped the dean move the flowers, and the dean accepted Zhou Tao's help, so he should want to give Zhou Tao something in return.If he still sternly rejected Zhou Tao's promotion, it would be unreasonable. Under the influence of such psychological influence, the dean finally chose to buy his medical equipment to repay the other party.

This is the ingenious application of the principle of reciprocity. By first giving "benefits" to the other party, an invisible force is used to tie the other party's heart, thereby expanding one's own influence.Of course, some people will be indifferent, but such people are a minority after all.

5.Authority effect: Let customers trust you more

The authority effect, also known as the authority implication effect, means that if a person has a high status, prestige, and respect, then what he says and does will easily attract the attention of others and convince them of its correctness.

The ubiquity of the "authority effect" is firstly due to people's "safety psychology", that is, people always think that authority figures are often correct role models, and obeying them will make them feel safe and increase the "insurance factor" that they will not make mistakes; secondly It is because people have a "approval psychology", that is, people always think that the requirements of authority figures are often consistent with social norms, and if they follow the requirements of authority figures, they will get approval and rewards from all sides.

A psychology teacher in the United States once found a class studying chemistry to do a psychological experiment of "authority effect".He asked the teacher of the class to introduce to the students: "This professor is a well-known chemist in the world. Recently he has developed a new chemical. Since I am very familiar with him, I specially invite this professor to introduce to the students today. Show me this new research result." Then, the "internationally renowned chemist" took out a bottle filled with a transparent liquid, and told the students that he was studying sales, which was actually a communication between sales staff and customers. How to win in this psychological and emotional battle, not only must you fight wits and courage, but you must also be good at gaining an advantage psychologically and convincing the other party.For example, do a small favor to the other party, give the other party some compliments, etc. When the other party receives your favor, he will also give you a certain amount of return within his ability, which will have an unexpected effect on promoting sales.

The perceptual effect of a chemical, and now the chemical he is showing is a new drug, the taste of which can spread rapidly through the air, and only those who have a keen sense of chemicals can feel it through the air.Then, the "internationally renowned chemist" opened the bottle, and the students held their breath to experience the feeling that "only those with a keen sense of chemicals" can get.Then, everyone began to talk about their feelings.Some said that this is something completely different from the smell of all the chemicals in the past; some said that after the professor opened the bottle, he would immediately feel a fragrance coming from the front to the back, "It smells so good." up".Not a single student in the class expressed a different opinion.When the discussion was almost over, the "internationally renowned chemist" told the students that he was not a chemist, but an ordinary psychology teacher in our school. tap water only.Then, he said that his psychology experiment was successfully completed, "Thank you for your sincere cooperation!"

The result of this experiment is surprising. Why can the students smell the tap water without any smell?This is because people's trust and obedience to authority make them not have any doubts about "authoritative" chemists.

People's deep belief in authority and unconditional compliance will make authority form a powerful influence, and the use of this authority effect can influence and change people's behavior to a large extent.In real life, the application of "authority effect" is very extensive. For example, when many businesses advertise, they often hire well-known figures as image spokespersons with high salaries, or use influential organization certification to highlight their products in order to increase sales. the goal of.

Under the influence of the authority effect, many people in life like to buy various brand-name products, because they are endorsed by celebrities, certified by authoritative organizations, and widely recognized by the society, which can bring people a great sense of security. .To a certain extent, authority represents the recognition of society and the opinions of the vast majority of people.In this way, under its strong influence, people will become very obedient and dare not challenge authority.Therefore, if the salesperson can use the authoritative guidance skillfully in the sales process, it can greatly promote the sales.Of course, the salesperson should also use this advantage correctly and rationally, instead of coveting immediate interests to cheat customers, which will inevitably bring serious consequences.

6.Scarcity Effect: Directly hit customers' fear of missing out

Generally, customers buy things only when they need them. Therefore, if the salesperson wants to make customers take out their wallets voluntarily, then they have to think about customers and arouse customers' demand for products. This is the most effective way in sales. Methods.

And people's needs can be seen through observation, for example, what kind of services do customers want you to provide, what kind of products can attract customers' interest, and so on.So, as long as you pay attention to observe these, then you can get closer to customers.

We often say such a sentence: "I don't know how to cherish it when I have it, and I find its preciousness after I lose it." Whether it is something you like or someone important to you, I am afraid that many people will have this feeling .And there is another situation, maybe something that was not very attractive to you at first, when one day you are about to lose it, or you have realized that you may not get it, this thing will suddenly disappear. become very tempting.What is the magic that makes people have such a huge transformation?Because of the shortage, when we have fewer and fewer opportunities to obtain something, its value will become more prominent and become more precious.This "fewer opportunities, more value"

The principle of shortage often has a great impact on our behavior, and this impact is comprehensive and profound.

For salespeople, try to make customers trust you, because in this way you can provide suggestions to customers, and customers are willing to accept your suggestions, then it will be easier for you to sell products to customers.

The trust here is that in the process of serving customers, you can make customers think of you first when making purchase decisions, and they cannot do without you; customers will readily accept the suggestions you give to customers.That way, customers become your customers for life.

A psychologist once did such an experiment. He selected 10 people and talked with them face to face.During the conversation, the psychologist will try his best to talk about some interesting topics to attract the experimenter. At the same time, he also arranges for someone to call the experimenter during their conversation to see what kind of reaction the experimenter will have. .It turned out that although the 10 experimenters didn't know who was calling from where, they would interrupt the conversation with the psychologist and choose to answer the phone.Even if the call is not important and the conversation is not as exciting and interesting as talking to a psychologist, they will still answer the call.Even if they don't answer, they won't focus on talking with the psychologist as before, and they obviously become fidgety, because they are always thinking about who made the call.

In contrast, the phone call seemed more attractive than the conversation with the psychologist, because each experimenter thought that if he didn't answer the phone, he might not know who the caller was. Who, and therefore misses the information brought by the caller, and once missed, there may never be a chance to remedy it.Therefore, when the phone rang, the experimenters interrupted the conversation to answer the phone.

This experiment tells us that the thought that something might be lost can have a big impact on how people behave.And there is also the fact that people are more motivated by the fear of losing something than by the desire to gain something of equal value.If you want the other party to accept your suggestion or request, it is easier to convince the other party by telling him what kind of loss he will cause if he does not accept it than by telling him what benefit he can get after accepting it.This is the huge impact of the scarcity effect on people.

We know that in real life, many people like to collect some antiques, and the main reason why those antiques are invaluable is that they are rare, rare, and not easy to obtain.If similar antiques are everywhere, they are not worth much.Therefore, generally speaking, when something starts to become more and more rare, it will become more valuable, which is what we usually call the phenomenon of "rare things are more expensive".Even some originally imperfect and worthless things will become rare and unique treasures, such as stamps with blurred printing, beautiful jade that failed to be polished, coins stamped twice, and porcelain with defects etc. Because of their rarity and flaws, they are more valuable and favored by people than those without flaws.

This shows that the shortage factor will have a great influence on the value of the item.Using this principle, we can achieve the purpose of exerting pressure on people to make them obey.In life, people often use the "limited quantity" strategy. When the salesperson tells the customer that the supply of a certain product is relatively tight and cannot be guaranteed to always be in stock, it will prompt the customer to take action as soon as possible.

Yan Xin is an excellent salesman in a department store. When he sells to customers, he can always skillfully use the principle of shortage to prompt customers to make a decision as soon as possible.Even if he faces different customers and sells different products, he can always achieve good results.He always says this to clients:

(End of this chapter)