72 Customers Psychological Secret!
Part 3: Find a Way to Get Customers to Open Up:
Learn Their Consumption Habits
Make today your masterpiece. — John Wooden
Any morality that becomes popular will become truth.
In sales there are many such principles,
they have been tested by many generations
of successful salespeople,
handed down in the sales world,
as long as you grasp them,
your sales career will be successful get half.
No one can lie, no one can hide anything,
when he looks directly into someone’s eyes.— Paulo Coelho
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20: Understanding customer psychology
The process of communicating with customers will give rise
to a series of complex psychological activities,
including problems after the transaction has been agreed on the quantity,
price of goods, and payment methods.
Customers are often interested in the quantity of goods purchased
and sold and this factor greatly affects the success
or failure of the transaction.
The action of shopping is a move
that is transformed in the implementation process,
the effectiveness of the purchase decision also changes
according to the consumer’s psychology.
For different customers,
it is necessary to use separate methods of response,
persuading, and moreover stimulating their desire to buy.
For example,
in the 40s of the twentieth century,
Morgan was one of the young financial groups dubbed the “Financial Giants”.
When Morgan emigrated from Europe to the Americas,
he was very poor.
The couple struggled to open a small grocery store.
When a customer came to buy eggs,
because of his rough hands,
Morgan let his wife pick up the eggs.
The wife’s small hands make the chicken egg look much bigger,
making the Morgan’s egg sale more and more prosperous.
Morgan has relied on customers’ low-price psychology
and acts of “tricking the eye” to cleverly satisfy their psychological needs.
A certain salesperson must understand customer psychology.
Professional salespeople,
when conducting the first communication steps,
must judge what psychological stage the customer is in,
whether the customer will buy the product or not.
Salespeople need to base on these stages to figure out how to respond.
If these links are not well controlled,
they will most likely take inappropriate actions,
making it difficult to take the next step.
To become a skilled salesperson,
each person must anticipate at
what stage the customer’s psychology should be grasped,
and which method to apply to the situation.
Mastering the shopping psychology of customers will make buying
and selling more convenient
and “drive” customers to their liking.
People’s buying behavior is influenced by one or more buying motives.
Research on these motives is to delve deeper into the customer’s reasons for buying;
Capturing it is equivalent to obtaining the key
to expanding product consumption.
In summary, consumer psychology of customers mainly belongs to the following groups:
Do whatever you need to do to get bigger than life. ― Grant Cardone
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1. Psychology of real demand:
This is the common psychological motivation of customers.
When shopping,
the first thing they ask for is the actual use value of the product,
pragmatic requirements.
Customers with this mentality especially value the effectiveness of the product,
want simplicity, comfort,
and durability;
do not need to look too new,
as well as not focus on the aesthetic characteristics,
colors or lines of the product.
Success is your duty,
obligation,
and responsibility. ― Grant Cardone
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2. Psychology of beauty:
People with the psychology of pursuing beauty are often inclined
towards the artistic and artistic value of the product.
The majority are women and artists.
When choosing products,
they pay special attention to the shape,
color, aesthetics of the product,
the ability to decorate,
highlight the space
to achieve the purpose of enjoying art.
Your problem isn’t the problem.
Your reaction to the problem is your problem. ― Grant Cardone
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3. Psychology likes new things:
There are customers who always demand “fashion”
and “special”,
want to follow “trend”.
This is easy to see in cities,
where economic conditions are good,
and in some Western countries.
Luck is just one of the byproducts of those
who take the most action. ― Grant Cardone
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4. Psychology of benefits:
is the psychological motive
“want to spend less money but make it work”,
the main reason is due to “cheap greed”.
Customers with this mentality
when shopping often carefully compare the prices
of products with each other,
and also prefer to buy goods at a discount
or liquidation.
Most of these guests have low income;
or those who are rich but thrifty,
calculating expenses.
People who hope to buy a product that brings great benefits,
are very satisfied with the color and quality,
and enjoy it very much,
but because of the high price,
they are temporarily not determined to buy,
leading to bargaining.
Let the rest do whatever,
while you do whatever it takes. ― Grant Cardone
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5. Psychology of fame:
This is the type of wanting to show his status and fame.
They only choose luxurious and flashy brands.
These people are usually from the upper class.
Especially with modern society,
branded goods not only improve the quality of clothes,
but also as a way to show social status.
Never fear the haters.
You can’t reach your potential without them. ― Grant Cardone
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6. Psychology of imitation:
This is a type of shopping psychology
according to the majority,
the main point is “not backward”,
or “better than people”.
They are very sensitive to market trends
and surrounding circumstances.
These customers buy
because they want to catch up with others,
want to surpass them for satisfaction
and psychological balance.
Those brought up poor
and middle class inherit the beliefs of the poor
and the middle class. ― Grant Cardone
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7. Favorite psychology:
This type of customer buys
to please and satisfy a particular interest.
This type of person will prefer
to buy a certain type of product.
For example,
some people like to grow flowers,
others like to collect stamps,
or photography,
calligraphy.
These hobbies are always related
to other specialties,
knowledge and interests in life.
This type of mentality is also relatively obvious
with a long-term orientation.
The hard truth is that whiners
and victims don’t attract or create success. ― Grant Cardone
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8. Self-esteem psychology:
Customers with this shopping mentality require products
to be highly practical, but elegant.
Before making a purchase,
they hope to receive a warm welcome
and treatment from the seller.
It often happens that a hopeful customer walks into a store,
but seeing the cold,
indifferent face of the seller,
he walks out in disappointment
and looks elsewhere.
Approach every situation with a whatever it takes mindset. ― Grant Cardone
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9. Doubt mentality:
The type of customer often has a thinking mind before and after,
mainly always worrying about losing.
They are especially skeptical of product quality,
features and effectiveness.
Therefore, they will constantly challenge the seller,
scrutinize the product,
and be extremely attentive to service.
Only when doubts are completely resolved,
they decide to buy.
One week they love me,
next week they hate me.
Both weeks I get paid. ― Grant Cardone
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10. Safety mentality:
People with this buying mentality always ask for products with high safety,
especially food,
medicine,
cleaning products,
cleaning products,
electrical appliances or vehicles traffic.
They are very concerned about the shelf life of food,
the side effects of drugs,
the chemical reaction of laundry products,
and the electrical appliances must not leak.
When the seller explains and guarantees,
you can rest assured to buy.
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Practical experience
Use your heart to listen to your customers’ thoughts.
Insight into consumer psychology
to have a reasonable solution.
Catching up with customers’ tastes,
through product selection,
capturing customers’ temperaments and preferences.
Friendship is not about whom you know the longest.
It is about who came and never left. — Paulo Coelho
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21: Hit the customer’s psychology of seeing themselves as very important
Ogilvy’s Law is proposed by the advertising agency Ogilvy,
with the policy of “serving customers first,
then paying attention to profits”.
If you consider customers as god,
capture their psychology,
serve them well,
they will bring profits to you,
and indirectly expand your market.
From a psychological perspective,
everything we do is aimed at satisfying our psychological needs.
When unsatisfied,
the interior will give rise to a state of dissatisfaction,
hoping to find ways to fill those needs.
Human desires are limitless,
these desires can be material or spiritual,
or both.
When materially satisfied,
one also expects psychological need to be satisfied.
Everyone has their own psychological needs,
and that’s the right breakout opportunity
for salespeople.
The salesman’s desire
to be respected includes two aspects,
receiving the recognition
and praise of others,
to make himself feel superior;
on the other hand,
they don’t want to be looked down upon by others,
so they often appear different,
in order to attract attention.
For sellers, customers are the factor
that creates the market for them.
The product of a business can only be suitable for the market
when it meets the customer’s wishes.
Therefore, sellers can rely on the psychology of buyers,
cleverly motivating them to shop.
The sales staff should note
that they should not talk about products to customers,
but must let them have time to share their views,
show the minimum respect for customers,
make customers feel comfortable.
The customer feels satisfied,
thereby developing sympathy for the sales staff,
making the transaction easier and more successful.
To become a standard salesperson,
you need to understand
that the customer is king
whether from the point of view of value
or survival of the market and the business.
If you want customers to spend money on your product,
find a way to win their satisfaction first.
The opposite of the desire
to be appreciated is the fear of being looked down upon.
Salespeople can use stimulation strategies
to achieve effectiveness,
improvise to “attack” customers’ self-esteem,
guide their self-esteem,
and make them reluctant to buy your own,
to show that you are not someone
to be looked down upon.
A smart salesperson
when facing such customers should intentionally introduce them
to low-priced products first, saying,
“Sir, this item is the cheapest,
and very practical”.
The mentality that always wants to receive unsatisfied esteem,
they will look at products with higher prices
to affirm their position in the eyes of employees.
At that time, if the staff adds a few words of praise
“You have a taste”,
“This suits you the best!”,
customers will be more happy to spend money,
moreover,
they can come back to buy again in yours next time.
When customers retort or twist,
it’s not because they don’t want to buy,
but because they haven’t satisfied the “God” in them.
You need to have a clear awareness of your product,
see if the product has any points.
If the client’s request makes sense,
consider following through.
If not, use a few sales techniques to respond:
All your dreams await you on the other side of your fears. ― Grant Cardone
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1. Listen to the customer’s questions:
When the guest raises a problem,
you definitely must listen attentively,
record the main points and listen
to the end of the customer’s comments.
Only then will guests feel your respect for them.
Then you politely refuse,
the customer will not feel that you are reluctant,
but that you really cannot give in.
Everyone experiences fear,
but it is how you respond to
it that makes the difference in your life. ― Grant Cardone
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2. Negate the customer with a humble and polite attitude:
The salesperson should always respect the customer.
Treat your guests with humility and courtesy
so that they not only see you as a sales expert
but also as an educated person.
Only then will they be willing to trade with you,
accepting your opinions more easily.
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Practical experience
Considering the customer as God means following the principles of the customer,
making profits based on that basis.
Salespeople need to care about customers
but also need to take care of them before,
during and after the sale.
If you can’t do great things,
do small things in a great way. — Napoleon Hill
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22: When customers are wary of sellers
When you want to convince the other person
but their attitude becomes cautious,
you have to understand that they have developed a wary mentality towards you.
It is difficult to avoid the defensive mentality
of the other person in the first meeting.
But sometimes people who already know each other have the same expression.
When they find out that you have other purposes,
they will suddenly develop a defensive mentality.
You will not be able
to easily see the expression of the other person’s emotions,
do not know what that person’s attitude is,
so it is difficult to find a right countermeasure.
During the sales process,
you need to notice and break down the wall
that the customer has built to separate you and them
in order to achieve a successful transaction soon.
Therefore, before convincing guests,
you need to carefully observe their actions
and words to judge the existence of preventive psychology.
Usually, people with a defensive mentality do not like to reveal their inner feelings,
so when greeting or talking,
they often appear very cold.
But they don’t really despise you,
just because they are too vigilant,
they use cold words,
making others feel
that they have a superficial attitude.
To hide their wariness, their language became even more ambiguous.
When they talk, they often add a few vague statements
such as “say it like that…”,
“anyhow..”, “however…but…”,
making it difficult
for others to recognize the meaning.
If the other party uses a lot of these types of sentences,
repeatedly repeats them,
carefully chooses each word,
and speaks slowly,
then that person’s vigilance has reached a high level.
Usually, with people who meet for the first time,
we will more or less be a little wary.
Because we focus on understanding with the other side,
we become suspicious,
only when the two sides see a point of compatibility,
that vigilance will automatically disappear.
But if the two sides do not coordinate well,
the situation is completely opposite.
The vigilance will not disappear but increase.
To overcome psychological obstacles,
create favorable conditions for persuasion,
it is necessary to understand the psychology of the opponent
and attract their sympathy to you.
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Practical experience
A salesperson must know how to be moderate
when showing weakness or flattery to customers,
because acting excessively will make customers doubt your motives
and raise their vigilance, causing communication obstacles.
Soften the atmosphere of negotiating
with the customer no matter what,
instead of expressing anger and abruptly ending the negotiation.
When your desires are strong enough,
you will appear to possess superhuman powers to achieve. — Napoleon Hill
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23: Pricing products according to customer groups
Usually, the pricing of a product depends on the customer market it provides.
The price also depends on the business situation
as well as the characteristics of the product.
For example, a high-end product
with a stable customer base always relies on its advantage in the market
and quality of service to offer a comparable pricing strategy.
But even so, businesses should not be greedy for huge profits,
taking profit as a guideline.
Because chasing big profits does not bring customers’ trust
or help businesses develop strongly.
The American company Warfarin has a very unique underground store system,
selling “automatic discount” household goods.
The company reaches more than 30,000 customers per year
with more than $3 billion in revenue.
If calculated on the area of land used,
each square meter of land a year helps them earn $ 11,800,
the norm is considered the highest in the world.
The store system achieves such a large revenue thanks
to automatically reducing prices from time to time.
For example, the price of a pair of women’s shoes is represented
by the discount mechanism:
“December 14: $5;
December 27: $3.75 (25% off);
3/1: $2.50 (50% off);
9/1: $1.25 (75% off);
January 15: giving as a charity gift.”
Thanks to the low-profit sales strategy
that helps to boost consumption,
the store has hit the customer’s preference
for preferential treatment,
thereby gaining a large number of customers.
Large revenue has brought a large profit for the store.
Many customers who see this type of “hot” sale are often afraid
of losing opportunities,
so before the 80% discount,
the store’s products are all out of stock.
Although most customers want to choose
to buy products with low prices it’s cheap.
But shopping costs change according
to consumer psychology,
making businesses have to choose
from time to time
to implement “preferential low prices”
or switch to “support prices for customers”.
In the past few years, in some markets in developed countries,
customers’ shopping has tended
to be upscale;
The higher the quality of the product
and the higher the price,
the more expensive it is.
For example, the famous Levis jeans cost $ 15 each.
Binney company wants to compete
with Levis Strauss should list the price of $ 30 / unit,
and successfully conduct propaganda advertising,
improving the reputation of the product.
Even more popular with customers than other cheap products.
In 1983,
the CEO of Levis had to say:
“Binney has taken half of the American jeans market.”
For customers to support the price,
there was a 99 cent shop selling a very unique,
small-scale buffet with items from groceries,
kitchen utensils,
small metal goods to medicines.
All items in the store are priced at 99 cents…
The price of 99 cents has a great impact on consumer psychology such as:
Quit settling for reality and focus on your potential. ― Grant Cardone
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1. Have an impact on customers’ pricing decisions.
Make the buyer feel that the seller is serious about offering a very reasonable price,
giving a sense of trust to the customer.
“One of the major differences
between successful and unsuccessful people is
that the former look for problems to resolve,
whereas the latter make every attempt to avoid them.” – Grant Cardone
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2. The effect of low prices on customers:
99 cents, even though it is only 1 dollar less,
makes customers feel “cheap because less than 1 dollar”.
Several economic psychologists have investigated a number
of optimal pricing approaches.
According to statistics, in the US,
prices of 5 dollars or less with an odd number
of 9 will be the most preferred by customers,
if $ 5 or more with an odd number of 95 will be the most expensive.
Retailers in China also choose non-even prices
to match consumer psychology.
There are countries that even have a “reasonable way of pricing”.
Hong Kong people love the number 8,
because in Chinese,
the number “8” has the same pronunciation as “phat”,
giving buyers a feeling of prosperity,
so product prices often end
with the number 8.
In some regions
or group of consumers,
due to customs
or some other reason may be taboo for a few numbers.
The most typical is the number “4” due to the homonym with “death” (death);
or the number “13” is also unwelcome in some countries,
as it is often associated
with bad luck and bad luck.
So when pricing, we need to pay attention
to these points,
don’t let the price be the reason why customers step back.
On the contrary,
there are many stores
because of the desire to expand consumption,
speed up cash turnover
and use low price strategy.
But unreasonably low prices sometimes do not make a good impression on customers,
affecting their confidence in evaluating products,
so this method also has certain risks.
When applying a discount policy,
it is necessary to be transparent with customers about the reasons
and conditions of the discount,
and at the same time,
it is necessary to have a plan to ensure overall revenue and profit.
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Practical experience
Price has a strong influence on the position in the market,
on the image of the seller and on the competitive activities of competitors.
It has a great impact on consumer psychology and shopping,
so sellers need to be careful
and flexible in this regard.
The nearest way to glory is to strive
to be what you wish to be thought to be. — Socrates
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24: Everyone wants to be treated like a VIP
“VIP” is a term used by many businesses in the process
of competing to attract customers.
Customers who become VIP members
of any business will receive priority benefits such as incentives,
discounts, gifts or participate in direct exchange activities.
Moreover, when owning a VIP card,
in addition
to the preferential benefits,
customers also have a sense of pride
when they become an important and special person,
so VIP is considered as a kind of symbol in customer position.
Currently, VIP card is a fairly popular form
for customers in all businesses with the form of discounts,
points and incentives to attract customers to buy,
and also bring practical benefits.
The VIP card has expanded from the large market
to smaller stores with increasingly diverse types.
According to the survey,
23% of people make VIP cards to satisfy vanity,
26% are introduced by sales staff,
and 15% are influenced by trends.
The survey said that every customer wants to be treated like a VIP,
but success or failure in sales depends on handling the customer’s psychology
of wanting to be a valued customer.
Customer is god.
They hope that you will give them special attention
and favors expressed through actions, attitudes,
expressions of kindness,
likability instead of the usual clichés.
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Practical experience
The goal of sales is not only to consume the product,
but also to give the customer an opportunity
to feel that the purchase is worthwhile,
to make them happy and to feel
that they are wise when buying and selling.
Be nicer than necessary to everyone you meet.
Everyone is fighting some kind of battle. — Socrates
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25: Every customer is afraid of being cheated
In fact, most customers still often don’t trust salespeople.
They think that the information that the seller provides them
is somewhat excessive compared
to the reality and product quality.
During the exchange process with the seller,
the customer often does not care about the seller’s words,
and even has a psychological objection
to arguing with the salesperson.
So how to eliminate customer concerns
as quickly as possible is a very important job
for sellers to soon bring success to themselves and the company.
Customers are concerned
that they may have been cheated
or purchased goods did not meet their expectations,
or heard from the media about cases of damage due to greed.
Therefore,
it is difficult to avoid
that they have problems with sellers,
especially door-to-door marketing staff.
An excellent salesperson once said,
“Convince the heart instead of the mind.”
This shows the need to touch the buyer’s feelings,
sparking in them the desire to buy.
Today’s society is full of scammers.
They have a way of marketing their products
that mimics salespeople,
so customers think the salesperson
is likely to scam them,
leading to their even subconscious rejection.
It is easy for customers
to have the mentality of “stretching chopsticks and holding hands”,
thinking that salespeople are all scammers.
From a psychological perspective,
customers are afraid of being cheated,
so they try to force prices to protect their interests.
One of the reasons for this mentality is due
to the excessive sales promotion of the product companies,
for example a product that costs 10 dollars can be reduced
to just over 2 dollars- la,
or suddenly 20% off for unconvincing reasons.
At that time, customers will wonder about this discount
as well as question the quality of the product.
Once customers develop that mentality,
the lower your price,
the more suspicious they will be.
Customers always want to own a quality product at an affordable price.
If a customer has just purchased from you
and accidentally learns that he
or she is buying a “fake” because a competitor’s price is much cheaper
than your product,
they will have doubts.
When faced with this situation,
salespeople should not rush to justify,
instead, they need to find the point that makes them unhappy,
give a suitable explanation
to remove psychological obstacles,
turn customers become a friend,
from which the new transaction is successful.
These customers often still want
to buy the product,
but still hope that you lower the price as low as possible
because they carry the anxiety of being bought wrongly
and cheated like other times.
When meeting these customers,
make them understand
that no single product is dominant in every way,
show them what your product is good at,
and gradually ease their concerns.
If there are any promotional activities,
you need to tell your customers in advance,
promote the interests of the other party
and make them feel that they are being benefited
instead of being cheated.
There are also some customers
who are worried about product quality,
do not have enough confidence in the features of the goods.
Then don’t hesitate to tell your customers your advantages
and disadvantages
instead of letting them find out for themselves.
As a result, customers will have a different view of you,
they will trust you more as shown by not hiding product defects,
and are more willing to communicate openly with you.
During the sales process,
the seller needs to do his best to eliminate the customer’s doubts,
helping them to see that their decision is extremely right.
First, assure customers that their purchasing decisions
are well-informed. In addition,
your product selection will provide optimal benefits in terms of profit,
as well as price for them.
Customers’ doubts are a dilemma that,
if not resolved specifically,
will seriously hinder the transaction
between the two parties.
Salespeople should find a way to break this passive situation,
skillfully resolve customers’ doubts so that they can rest assured
to buy the products they need.
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Practical experience
Bargaining is a common action in the buying
and selling process due to fear of being cheated.
You need to understand this psychology of the customer,
get used to it to find the appropriate response method.
Actions speak louder than words,
and a smile says,
‘I like you.
You make me happy.
I am glad to see you.’
That is why dogs make such a hit.
They are so glad to see us
that they almost jump out of their skins.
So, naturally, we are glad to see them. — Dale Carnegie
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26: Crowd psychology of customers
Crowd psychology is a fairly common psychological
and behavioral phenomenon,
also known as “following” or “following” psychology.
In consumption, crowd psychology
is also very popular.
Salespeople can more or less take advantage
of this mentality for their sales activities.
Sellers can attract customers
by creating a buzzing atmosphere,
involving as many people as possible.
For example, salespeople often tell customers,
“A lot of customers use this item
and have very good quality feedback.”
“In this area, a lot of girls like you use this product.”
Such words have cleverly taken advantage of crowd psychology,
creating trust points for customers
and ensuring the safety of their products.
Many customers will also actively ask
“Are there many people who buy these products?”
Implicitly implied that if there are many buyers,
they will consider.
This is a manifestation of crowd psychology.
Taking advantage of consumer psychology is also known as “queue trick”.
For example, if there is a long line in front of a store,
people passing by will develop curiosity
and quickly join that line.
They trust the people “on the same line”
with them instead of the sales people.
That is why salespeople should take advantage o
f that mentality to influence customers,
make them accept the product
and recommend it to everyone.
For example, Isekichi Ikawa,
a Japanese businessman specializing in baby diapers,
has sales of 7 billion yen with a growth rate of 20%.
When he first started his business,
he traded in everyday items such as raincoats,
swimming caps and raincoats, diapers.
But because the company’s business field is too large,
the products are not special,
the quantity Consumption was unstable,
so his company had to face the risk of closing down.
Thanks to a population survey,
Isekichi discovered that there are 2.5 million babies born every year in Japan,
so diaper consumption will be huge.
That’s why he decided to focus solely on the production of diapers.
Products are applied new technology,
new raw materials,
so the quality is increased.
He also spends heavily on advertising for the product.
But when selling for the first time,
almost no one cares about this product.
After much thought,
he finally let his employees pretend
to be customers in long lines
in front of the store
to buy diapers to attract passersby. ”
What are you selling here?”
“What do you sell that so many people buy?”
This creates an atmosphere of eagerness to buy.
Since then, customers know more about his company’s products,
the business is also more and more convenient.
After that, the company’s baby diaper products
also expanded strongly in many other countries.
In fact, mass psychology in consumption manifests itself in many forms,
and reputation is one of them.
Currently, many companies have invested heavily in inviting celebrities
to represent their products,
attracting people’s attention and purchasing power.
Usually, when a person has no intention
to buy or has poor judgment,
they will often rely on the opinions of others,
especially famous people.
Of course, taking advantage of this mentality can improve
the salesperson’s ability to succeed,
but it is also necessary to pay attention to professional ethics,
should not deceive customers,
or else will receive unpredictable consequences.
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Practical experience
A person’s actions often tend to favor the majority,
also known as mass psychology in consumption.
Customers assume that many buyers mean good prices or good quality or both.
Tell the world what you intend to do,
but first show it. — Napoleon Hill
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27: Customers always hope to buy cheap goods
Everyone hopes to buy the most items for the least amount of money
and get as much discount as possible.
Salespeople must understand this psychology
of customers to do their best sales work.
Therefore, forms of advertising discounts
and incentives such as “50% off all products”
or “buy 2 for 1”, etc.,
are all ways to take advantage
of the preferential psychology of customers.
Although many customers have a profit-loving mentality,
there is no shortage of people
who have the exact opposite mentality.
As an elite salesperson, you need to make effective use
of both these types of psychology,
attracting customers with gifts and discounts
to create sympathy and improve relationships.
Good products at low prices are always the goal that customers aim for.
Because with the same amount of money
but can buy many things,
it will create a feeling of joy
and comfort for customers.
Also, most guests compare your offer
with that of your competitors.
If you do not offer promotions,
you will push them to other competitors.
Therefore, in addition to focusing on product quality,
sales staff also have to observe
to satisfy the customer’s preference for preferences.
But incentives are more of a business trick
than a long-term strategy.
If you regularly offer discounts,
discounts or preferential discounts,
customers will question the quality of your products.
If the customer has an opinion about it,
do not directly refute their criticism,
but rather look directly at the product’s shortcomings,
use other strengths of the product
to make up for that shortcoming.
Thus, new customers feel comfortable,
and at the same time increase the speed of purchase.
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Practical experience
Salespeople must find a way
to make customers feel they have purchased quality
and valuable products at an affordable if not “cheap” price.
Preferential activities make customers feel
that they have gained the real benefit of the purchase and sale,
and as a result,
feel more valued in the eyes of the seller through this act of “gratitude”.
The man who does more than he is paid for will soon be paid
for more than he does. — Napoleon Hill
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28: The opposite mentality of customers
Observationally,
we find that the more salespeople try
to introduce the product to customers,
the more conflicts and fierce rejections they arise.
For example, a customer is very interested in a certain product
and wants to test the product’s quality in person,
but the salesperson says,
“Sorry customer, this product can’t be tested.
That customer will feel unsatisfied
and ignore the product because his curiosity is not met.
That is the cause of the opposite mentality.
During the sales process,
many employees were impatient to complete the transaction,
so they tried to entice customers.
Thus, inadvertently they have contributed
to the opposite effect,
leading to the guest’s psychological resistance.
Because in the first contact,
customers often carry a defensive mentality.
If at that time, salespeople constantly prove their products are the best,
it will make customers more wary and suspicious,
leading to refusal to communicate.
Contradictory sentiment in specific buying
and selling situations typically includes the following types:
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1. Rebuttal:
Customers often give opposing opinions to the seller,
so that the seller knows it is difficult to back out.
2. Don’t give an opinion:
When the salesperson tries to convince,
the customer still keeps silent,
shows a cold attitude,
doesn’t show his mind.
3. Attitude of “know-it-all”:
No matter what the seller says,
customers will respond with “I know it”,
implying
“You stop talking, leave me alone.”
4. Firmly refuse:
When introduced to the product,
the customer firmly refuses,
“I don’t like it because it doesn’t seem right to me.”
Many sales staff do not understand the opposite psychology of customers,
leading to focusing on product introduction
without paying attention to customers’ feelings.
As a result,
time and time again,
customers are rejected.
For example,
Edward’s family car has been used for many years,
so accidents often happen.
So they decided to get a new car.
He also consulted a number of car companies
and was consulted by some salespeople very carefully.
In it, a salesman even humorously said,
“Your car is about to become a pile of scrap metal,
if you continue to use it,
it will decrease your value.”
Such words make Edward feel very offensive and dissatisfied
because the old car has been attached
to his family for a long time anyway.
Not long after, he went to see a salesman of another company,
but this time with a more cautious attitude.
However, completely contrary
to Edward’s thinking,
he said, “I think your old car is not bad.
At least one more year to use.
If you change the car now,
it will be a bit expensive.
I think you should wait a little longer.”
Then he handed a business card to Edward.
At this point, Edward’s previous guarding
and opposing mentality gradually disappeared
and a week later Edward called the salesman
to order a new car.
Resentment psychology can cause customers
to refuse to buy your product,
but it can also motivate them to buy.
In the above example,
it is the elimination of customer resistance
that makes them actively buy the product.
Therefore, in the process of introducing products to customers,
it is necessary to avoid arousing
the customer’s objectionable state
and at the same time stimulating their opposing psychology
to pave the way for curiosity
to lead to an intense desire to buy list of customers.
And with those two aspects,
you can influence customer positivity and desire to shop,
driving your sales to success.
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Practical experience
When customers’ psychological needs are not met,
they want to possess more.
Because people’s curiosity is very strong,
the things they are hard to get,
the more they want to hold;
The more hidden things are,
the more they want to know.
The more sellers say their products are good,
the more customers think they are being cheated;
The more enthusiastic the seller,
the more fake the customer feels.
That’s why salespeople should know the right way to “back and forth”
to “take advantage” of the opposite psychology of customers.
One of the surest ways of making a friend
and influencing the opinion of another
is to give consideration to his opinion,
to let him sustain his feeling of importance. — Dale Carnegie
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29: Customer’s desire to be cared for
When customers refuse to cooperate,
the most skillful way to keep them is not “profit” but sincerity,
enthusiasm and patience to move them.
Because “the money is dry,
the love is also pale”,
but the touch not only makes customers remember forever
but also has the power
to influence the people around.
Each situation will have different effects on human behavior.
For example, you will feel comfortable around friends and family,
but will be limited when interacting with strangers.
Thus, we can make certain changes
to the human psyche,
and at the same time stimulate a certain tendency
and behavior in them through the environment.
For the consumption of goods, too,
the level of customer satisfaction is
what the seller needs to pay attention to.
And making customers happy also plays a very important role.
Let’s create a situation that makes customers feel comfortable,
familiar, less wary,
vigilant to bring buyers
and sellers closer together,
customers share their thoughts and requirements,
people Sellers demonstrate their knowledge of the product,
treat each other with sincerity,
and facilitate transactions.
Better service and product quality can bring comfort,
and a sense of satisfaction will make customers voluntarily
withdraw their wallets to buy goods.
Circumstances are also an important detail
in the customer service process including how large
and small,
large refers to the place
where the transaction is conducted,
such as a store,
store,
customer’s home,
office,
company, etc.
school, etc…;
The small thing is to talk about the atmosphere of discussion
between staff and guests,
such as whether the staff is enthusiastic about the guests,
whether the conversation is skillful or not,
whether the behavior is appropriate or not.
People can actively create harmonious situations and atmospheres.
This has a certain effect on transactions.
For example,
the restaurant is designed very elegantly and comfortably;
there is soft music;
Service staff neat, good-looking,
enthusiastic attitude, polite.
The goal is for customers to dine comfortably,
satisfied and keep coming back next time.
Therefore, we can see the importance of decorating the environment,
making customers feel at home.
Thailand’s Oriental Hotel is a world-class hotel
with over 100 years of history.
To have the success and popularity of today,
it is necessary to mention the pleasant atmosphere along with the attentive,
caring and respectful care and meticulous arrangement,
attention to detail of the hotel staff.
Except for large spaces such as bedrooms,
restaurants,
and amusement parks
that make customers feel comfortable,
other small services also make guests feel extremely satisfied.
For example, hotels have a policy
that floor attendants must name each guest
in each room the first morning
and greet them by name every time they meet.
Even after many years of not staying at the hotel,
customers still receive letters
from the hotel saying “Dear Mr. X, happy birthday to you!
It has been 5 years since you have visited,
all of our hotel staff miss you very much.”
This is the secret to the success of Dong Phuong Hotel.
Value customers, give them the most attentive service,
create a refreshing environment
and atmosphere to retain customers.
Salespeople should also strive in this regard
by taking advantage of circumstantial factors
to exert beneficial influence.
The environment has a great effect on business
so it is not enough to bring the best quality products
and reasonable prices,
instead it is necessary to add an elegant,
intimate atmosphere to maintain and relationship development.
In short, atmosphere and environment is a very important detail in sales.
A good environment and relaxed atmosphere
will help guide the positive development of the sales process.
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Practical experience
When you are rejected by a customer,
use your emotions to change their mind.
Use enthusiasm, meticulousness
and sincerity to treat customers.
Even if they are rejected,
the salesperson should thank them with a smile
instead of being cold and indifferent.
This is the only chance you will ever have on earth
with this exciting adventure called life.
So why not plan it,
and try to live it as richly,
as happily as possible? — Dale Carnegie
