Hypnosis: Psychological tricks in life

Chapter 26 Hypnotic Tricks in Life (13)
Therefore, the long-term way of doing business is to "satisfy customers" and "all for customers".The slogan put forward by Pricesmart is also based on this. He provides customers with high-quality and low-priced brand-name products through effective procurement, low-cost logistics, modern operation, and control of expenditure ratios.This is also inseparable from the fact that PriceSmart once had a heyday in the mall.

"Our employees have a commitment to your satisfaction guaranteed."

Pricesmart's membership-based warehouse supermarket is different from other business operations. It pursues a "chain" goal: low price - more members - more demand - better purchasing power and communication with suppliers - — Lower prices.Members pay a certain membership fee every year, apply for a membership card, and can purchase five or six thousand carefully selected best-selling brand-name high-quality products in the Pricesmart store.Non-member purchases are subject to an additional 10% on the regular price.

Having a shopping card for a member is no different from having a "green card" for a high-quality life.They can buy high-quality goods, enjoy a comfortable shopping environment and warm services, and also enjoy catering, tourism, entertainment, medical care consultation and other value-added services through online merchants.

In the eyes of outsiders, the low price of Pricesmart's products is unbelievable-in fact, "high quality and low price" is something it has explored from practice over the years.He has a global procurement system, can choose the best products, and then cooperate with well-known manufacturers at home and abroad through the global procurement platform to purchase directly without intermediate links, and provide famous brands and special products to members at low prices.

His integrated information system tracks the daily sales of each product, and there is no immediate elimination of sales; members need to be satisfied as much as possible.He emphasized the concept of "real-time inventory", that is, management and procurement personnel can control and manage inventory effectively by using the system to grasp the ordered and transported goods, control the existing inventory and the current sales ratio.Logistics and transportation professionals have mastered modern chain supply management, that is, using electronic exchange technology, logistics equipment, and low-cost accounting methods to operate commodities from supply to sales.

It can be said that this retail model intelligentizes information tracking and analysis, especially the support of computer-integrated financial and commodity information management systems, which is the key to providing low-priced and high-quality commodity services and maximizing the benefits for customers.And all of these undoubtedly embody the concept of taking customers as the center of gravity of corporate life.

It is not difficult to see from this that by saving money for customers, Pricesmart not only keeps customers firmly tied to its own tree, but also attracts more customers and occupies more and more markets.With the increasing expansion of consumer groups, reducing operating costs and improving operational efficiency, PriceSmart's daily transaction volume can even exceed that of banks.Relying on efficient management and perfect information technology, in line with the business philosophy of saving money for customers, while seeking maximum benefits for customers, it also seeks maximum and longer-term benefits for the company.

So, if you are starting a business, don’t always think about "making money! Making money!" You might as well learn from Pursma, think more about how to save money for your customers, and convey this concept to your customers.Believe me, you will earn more that way.

Create scarcity and create a sense of urgency for customers.

Everyone understands the importance of time, and using this to create a sense of urgency can be very effective.If you're selling real estate, it's important to say to your customers, "I'm sure you understand the meaning of 'timing is everything' in business. I think you'd regret it if you walked away from buying this home today, everyone. You can see house prices skyrocketing.”

You can see that limited-time offer in newspapers and TV ads all the time, and malls and supermarkets use this technique to sell everything from box spring mattresses to iced orange juice.For example, a retailer might say that such and such an offer is valid for a certain period of time, and that if the customer misses out, he or she will lose the opportunity to get a good deal.With limited-time offers so effective, it's easy to understand why the American public is so often besieged by a deluge of provocative advertising.

A few years ago, Airstream Chairman Wade Thompson and President Larry Harto ran a TV ad offering $1.5 in savings bonds to customers who bought the company's newest vehicle, while This bond can only be claimed within a specified period of time.The ad especially appeals to elderly couples who often feel uneasy about bringing home a luxury car and feel less guilty knowing that the public debt can eventually pass on to their children and grandchildren.

Although the $1.5 municipal bond was due in 10 years, it created a buzz among customers, with many rushing to buy the company's cars before their offers expired.

Anyone buys something for a reason, so in order to sell successfully, you must give your customer specific reasons why he should buy your product.If you don't convey this emphasis in your words, customers will not be motivated to buy right away.You can say that your product is low in stock and that customers are likely to suffer dire consequences if they don't buy it soon, often creating a need for a customer to buy.

When you're selling a car, you get the feeling that the customer is eager to own a new car, but for some reason is hesitant.At this point you can say, "We only have one car in this color and style left in the garage, and if you want it, I can have it ready for you and pick it up this afternoon. However, if you choose If you wait, I'm worried that this car will be bought by someone else soon. We have already sold two of these cars this morning. Of course, we have another way, that is, I will call another salesman Call and let them pick one for you, but that could take a week, and I can't guarantee that you'll get the car you really like."

It is easier to create a sense of urgency for those monopoly products or things that are not easily available to others, because it is unique. If you tell him: "Such a treasure that is not easy to obtain, once you miss it, it may appear in the next second." In the living room of your next-door neighbor's house, become his capital to show off, and you will regret it." Usually the other party will be moved and act.

Turn the stone in your hand into a diamond in her eye.

Lili is a budget-conscious woman, and the food, clothing, housing and transportation of the family have to be carefully calculated before going to the street to buy.So every time she goes shopping in the mall, she counts the money in her pocket while putting things in her shopping basket, thinking about which item is the most cost-effective for a dollar.Although each unit of each product in the mall is sold at the same price, Lili insists on distinguishing the value of each unit. She has already planned which item to consume first when she goes back. Which item, because she thinks that the utility obtained from it is different in different orders.One of them is the last thing she wants, because that one is going to be consumed at the end, its utility is 0, and she suffers a lot when she puts this item in the basket.

Utility refers to the ability of goods to satisfy people's desires, and is a measure of the satisfaction or happiness of consumers.Whether a commodity has utility to consumers depends on whether the consumer has the desire to consume the commodity and whether the commodity has the ability to satisfy the consumer's desire.

For salespersons, understanding the concept of utility is very useful in their own sales process. It can actually explain what benefits it brings to customers and allow customers to take timely actions.

Therefore, the following points should be kept in mind when marketing:
1. Differentiated introduction.

When introducing a product, be sure to let the customer understand the situation before he uses the product and the situation he may achieve after using it.Be sure to understand that he has a need that has not been met, or a problem that has yet to be solved.Let customers feel how big the difference between the status quo and ideal is, and take action consciously.

Salesperson: "Buy a swimming cap, sir! It will protect your hair while you swim."

Customer: "Joke, I can count how many hairs I have."

Salesperson: "That's right, if you wear a swimming cap, people will think you have hair all over your head."

2. Emphasize the points of interest.

When selling, let the customer realize that after purchasing the product you are promoting, he will get great benefits, so that the customer feels that he urgently needs to buy this product.This is an activity with the least risk and the greatest benefit. Therefore, the salesperson must be committed to talking about the benefits, and must also concretize and realize the benefits after the purchase to make it credible.

When explaining to customers, the salesperson must choose the most distinctive and prominent benefits from the various benefits of the listed products as the entry point to persuade customers.At the same time, it should be noted that different customer groups have different needs for product benefits, so salespeople should focus on telling customers the benefits they will get.

(1) The middle and low income class care more about price.While introducing product performance, salespersons tell customers that they can save money.

(2) The middle-income class pays more attention to product performance.Sales staff should emphasize the superiority of the product in terms of performance, and spend the same money to enjoy more services, and customers will be satisfied.

(3) The affluent class pay more attention to products that match their status, or meet some of their special needs.For this kind of customers, it is necessary to emphasize the high-end and style of the products, emphasize that the output is not high but the customers are stable, and there are some unique functions.

For different customers, emphasize different interests, so that customers believe that the products in front of them are exactly what they need.

Invest in a sense of importance and meet the needs of customers.

Xiao Zhang and Xiao Meng are salesmen of the same company, they sell the same product, and they happen to be selling to a customer at the same time.Xiao Zhang has been introducing his products professionally when selling, but he cannot be liked and accepted by customers; while Xiao Meng spends most of his time chatting with customers, asking customers some questions from time to time, and expressing his thanks appropriately. It was passed by, and it turned out that Xiaomeng made the deal on the spot.Why is this happening?

This is the sense of importance of investment.What customers really need is not just the product itself, but more importantly, a sense of satisfaction.

Why is Xiao Zhang not welcomed by customers? , because he has been talking about his products, ignoring the basic respect and gratitude to customers.And Xiaomeng is always respectful and courteous to customers, asking for advice and thanking customers from time to time makes customers pay enough attention, giving customers a feeling that they are very important, so that customers can be satisfied with their psychology of being valued, so it is natural to treat customers emotionally. Xiao Meng also expressed his approval, which contributed to the transaction.

The reason why customers choose to buy, analyzed from a psychological point of view, is to get a solution to the problem and a pleasant feeling through the purchase of goods and services, so as to obtain psychological satisfaction.Therefore, it can be said that what customers really need is not only commodities, but also a kind of psychological satisfaction, and psychological satisfaction is the real reason why customers choose to buy.

Raul is a salesman of iron pipes and heating materials. For many years, he has been wanting to do business with an iron pipe wholesaler in a certain place with a wide range of business and a particularly good reputation.But because the wholesaler was a particularly conceited, embarrassing man who prided himself on being ruthless and mean, Raul suffered a lot.Every time Raul showed up at his office door, he yelled, "Don't waste my time, I don't want anything today, go away!"

Faced with this situation, Raul thought, I have to change my strategy.At that time, Raul's company was planning to open a new company in a city, and the iron pipe wholesaler was very familiar with that place and had done a lot of business there.So, after thinking about it for a while, Raul visited the wholesaler again, and said, "Sir, I'm not here to sell things today, but to ask for your help. I wonder if you have time to talk to me?"

"Um... well, what's the matter? Come on."

"Our company wants to open a new company in XX, and you know that place very well, so I'm here to ask you to give me some pointers. Can you give me your face?"

Hearing this, the attitude of the wholesaler was completely different from before. He introduced the characteristics of that place to Raul in detail.Not only did he agree with Raul's company to set up a new company there, he also focused on telling him about the plan for stocking materials and other aspects.He also told Lauer how their company should conduct business.Finally, on a personal level, he became particularly friendly and told Lauer about the difficulties in his own family and the quarrels between husband and wife.

In the end, when Lauer left, not only did he have a large preliminary equipment order in his pocket, but a friendship was formed between the two, and the two would often go golfing together.

Psychologist Freud said that everyone has the desire to become a great man, which is one of the original driving forces that push people to work hard to do things.Because it is an instinct and desire of human beings to yearn for the attention of others.Desiring to be valued by others is a very common psychological need that everyone has. Each of us is striving to climb higher, hoping to obtain higher benefits and status, and hope to be respected and liked by others.No one wants to be unknown and unknown.

The sense of importance exists more in the consumption psychology of consumers, especially after the survival consumption needs are satisfied, customers hope to be recognized and valued by the society through their consumption.Keen salesmen have realized that this kind of psychological needs of customers just provides a good breakthrough for salesmen to sell their products, and salesmen can promote customers' purchase decisions by stimulating customers' sense of self-importance.

The opposite of seeking importance is the fear of being underestimated.The salesperson should observe carefully, and through appropriate negative stimulation, the effect of wanting to increase before suppressing will also be achieved.Therefore, in the sales process, the salesperson moderately says some negative words to stimulate the customer's self-esteem, thereby arousing his sense of self-importance, which may prompt the customer to buy more expensive products cruelly to show that he cannot be underestimated.

Conspicuous consumption is your natural opportunity.

For many customers, most of the time, the money seems to be spent in a daze, regardless of gains and losses, and spend happily, as long as they are willing.For example, for a petty bourgeoisie, she bought LV limited-edition handbags instead of saving money to buy a house with her half-year salary saved.

You may say that she is vain, but many times, when we buy something, what we value is not entirely its use value, but to show our wealth, status or other things through such things, so some things are often more expensive than others. Guiyue is sought after by people, such as a high-end car, an expensive mobile phone, a super-large house, a game of golf, a sky-high New Year’s Eve dinner... Veblen, the founder of the institutional economics school, called it conspicuous consumption .

Mr. Liu from a remote mountainous area boarded the Tiananmen Rostrum.The last time Mr. Liu went to the tower was 10 years ago. Looking back now, it seems that there is no change, except that there is an additional counter selling "Tiananmen Tower Tour Certificate". Out of curiosity, Mr. Liu noticed this new counter. There are two A computer and a printer, the tour certificate has already been printed (just print the name and date of the tourist), it is very beautifully done, with a picture of Tiananmen printed on it, and there is a large golden character "Tiananmen Tower Tour Certificate" in the middle, like a university admission Notice, as long as you pay 10 yuan, you can get a certificate.Mr. Liu felt that it was a rare opportunity for him to come to Beijing. He thought: "I used to see national leaders on the Tiananmen Gate tower on TV. They were very majestic. Now I also have the feeling of being king. I must get a certificate as a commemoration. It’s good to show off when you go back.” So he paid 10 yuan to get a tour certificate for Zhang Tiananmen Tower.

(End of this chapter)