Sales psychology is a separate industry, located between trade and psychology, which has arisen with increasing market diversity, increasing competition, and the production of goods abroad for the need to provide basic vital needs. Methods of sales psychology relate to a variety of aspects related to the product, ranging from its external presentation and advertising campaign, to the study of the psychology of perception by potential buyers, monitoring the needs of the audience.
Psychology of successful sales
The goods do not need a presentation of their direct properties, since the market is overflowing with offers, and the process of buying becomes a kind of psychotherapeutic device. Unobtrusive advertising never sells the product itself, it offers opportunities and sensations that are missing to the person, the illusion that only with this brand their attractiveness, charisma, happiness level or cold removable concrete box will become cozy and beloved.
Sales psychology is aimed at manipulating the inner needs of a person (clothing means more than protection from the cold, food can show status other than to satisfy hunger), and usually indirectly, using colors and sounds, lighting and smells - that affects the unconscious level.
This science has appeared recently and is developing every day, constantly studying the trends of taste change, capturing the impending changes. Such changes include both external changes (anti-cough drugs begin to advertise in the fall, ice cream in summer, and heaters in winter) and internal emotional movements of a person, but having general tendencies (romantic holidays or protest actions become the basis for the realization of a profitable concept for a competent sales person).
The success of sales depends on numerous factors, as well as the success of communication and each person can share his own tricks and tricks. They may turn out to be universal, and they can work exclusively with the local population due to the specifics of the mentality and peculiarities of the region, but there are certain general rules of success that are universal.
Providing the client with personal space and the ability to talk more than the seller (to the surprise of many obsessive salespeople) works perfectly. When you come up first and start telling a person about a product, then you lose a unique opportunity to find out what exactly a person needs, you lose an identity, and no one likes to feel like a purse with legs. By actively listening and asking clarifying questions, you earn a positive attitude of the client towards you personally, and you also receive a lot of information about the wishes and inner preferences of the person, which gives you control over his choices. When one says - the second one thinks, and if you say, the client comes up with various options for refusal, when the client says - you come up with worthy and individually suitable reasons for buying.
In what the potential buyer tells you, you must find his problem, which can be solved with the help of your product, and, accordingly, you need to clarify until the essence with which you have come to you is clear. The person does not want to know everything, especially since he does not want to spend his time on the full list of your services. All that the buyer needs is to find a solution to his task with minimal expenses (including his own time) and maximum benefit. Therefore, if a woman complains that children constantly spill everything on the floor, offer a solution - non-spill cups, rubber mats, quick absorbing rags, but not a carpet cleaner or other toys (this does not remove the cause, and in the case of the cleaner carpet also draws in the mind extra work).
Get ready to communicate with people: you need to prepare a few phrases to start a conversation and make contact (choose different ones for different people), think over the questions that you will ask the person, your own answers, presenting your proposal in a favorable light. You should have an approximate plan of conversation and its ultimate goal in your head, otherwise you risk having a great friend but not selling your own products. However, beware of memorized phrases, people feel an automatically pronounced text and do not really want to have such a formal contact.
In the same way as the type of product is developed, your speech should also be developed to the customer. In a world where many feel unappreciated, emotional strokes, phrases that promote a sense of importance, are your direct assistants in gaining favor.
The methods of sales psychology are varied, but not one trick of trickery or directness of quality will work if you cannot convey the information for which you need to communicate on the same level. This applies to both managers, who sleep a client with unknown terminology, or simplify the story for professionals. Your task is to understand the level of a person and talk to him at an appropriate level (the programmer can better tell about all the features of the operating system, and the student about the ability of fast Internet and compactness of a laptop). To do this, you need to thoroughly understand the product, because not everyone will listen to your speeches, someone will start asking questions of interest and it would be good if you have answers to this.
Successful sales are possible if you are genuinely interested in a person and your product, do not set a goal to sell, but choose to help a person solve his problem, figure it out, then even not buying anything now, this buyer will return to you later or send his friends, and perhaps just needed pause to make a decision, compare the proposals and it is tact that will force him to return to you.
Principles of sale
Sales psychology methods of persuasion which are quite diverse, built on several principles, the first of which is the vision of the customer's personality, the ability to establish sincere human relationships. This includes the ability to support any conversation and make a drop of humor, speak not only about the product with memorized phrases from the brochure, but make your communication unique and interesting. For such a need to develop their own personality, the constant expansion of horizons.
Sales are the result of the work of a certain group of people involved in the production or one person selling himself (teachers and psychologists, actors and doctors), but an important component is participation in community gatherings and movements dedicated to your subject matter. People are more willing to go to those who are confronted in an informal setting than on the cover image. It is natural to visit all the events is impossible, but you can choose the most significant of them, as well as actively use the Internet audience. Word of mouth and backstage communication has long changed its appearance and now looks like comments in Facebook communities and a personal blog.
Maintain the life of your product online: on websites about healthy nutrition you can tell how you have increased immunity from apples (if you sell them), on forums where people ask for advice on what to fix, you can join with your own comments, but do not forget to give an alternative from household solutions. Maintaining your blog will give interested people a sense of dynamics and movement, and if it is filled with content that is interesting to your potential audience, then interest will increase significantly.
The principles of sales are guided by emotions, not logic, and it is your task to identify the necessary emotional needs and satisfy them. A woman does not come for cosmetics - she comes for a feeling of love, a man doesn’t need a watch - he wants to increase his importance, and the eighteenth pan doesn’t need anyone at all, but a feeling of greed will make her buy for a promotion. At the same time, the issue of price formation is also based on the emotional perception of a person, and its constant decrease does not always lead to the desired results. It is worth feeling what your audience is striving for, and if it’s status, chic, increasing its importance, then the higher the price, the more likely it is to buy, if the leading emotion of your audience is thriftiness, then the three for the price of two shares will work to cheer .
Your image will always work for you, therefore not only respectful attitude, professionalism and ability to read emotional needs will become relevant, act as if there are no impossible solutions. Thinking in the framework of the finished product - boring and unprofitable, besides the answer that denies your wishes to the client, can make him leave. It is necessary to fulfill all the client’s desires (for example, green honey), but at the same time, voice how much it will cost (at times more expensive than usual), so the client has a choice, and he stays with you, and you either sell your usual product or a new with increased profit (paint a batch of honey).
The psychology of sales - methods of influence on the buyer
To produce high quality goods is a necessity, but this does not guarantee its merchantability, while lower-quality products delivered to the buyer using the techniques of sales psychology can have high success. A buyer’s decision can be influenced by a variety of techniques, one of which is playing with prices, when the cost is initially greatly overestimated, a person listens to all the advantages and the need for what is offered, but is not capable of so much spending, then the price drops sharply and the internal sense of winning occurs in contrast (even if the value at a discount substantially exceeds similar products of other firms).
The subconscious mind guides the lion's share of buying motivation, so the sales psychology of persuasion methods is used after the discovery of the subconscious and ensure favorable associations. This is achieved with the help of pleasant smells and atmospheric music (coffee shops often leave the window open so that people on the street come to the aroma of coffee, and the music is light and pleasant is an integral companion of any outlets, because people in a mood are more open). Direct contact with the purchased goods works well (material - you need to give a touch, smell, poke, if this is an intangible service - then it’s good to have free mini-presentations). Some people have a leading tactile system of perception, so if the thing has already fallen into their hands, the chances of acquiring approach one hundred percent, the rest receive additional bonuses for familiarization. Any product should be provided not as sold, but as if your task is to provide a person with full consultation on the desired product.
To be remembered by the buyer, it’s important not to use leaflets with the list of services, but discount business cards - it’s convenient to carry the card with you, and the opportunity to get a discount sometime is a motivation not to send it to the trash can, but think about what might be necessary from this representative. .
The ability to build a dialogue, evoking trust and agreement in advance can be developed by adding rhetorical questions, as well as constructing your own questions so that the obvious answer is agreement - a person many times agreeing with you, subconsciously believes that you can be trusted and automatically agree again (when You ask "pack?"). Simplify the person of choice, if he wanted to study all the available offers, he would use the online store, and the task of personal contact, after listening carefully to the wishes, narrow down the choice to two or three positions. This reduces the stress level of choice and the person relaxes; in addition, one of the goods will always be more profitable, which will not make them hesitate for a long time.
The spontaneous manner of conversation works perfectly, perhaps using slang or abusive words (in moderation) - this brings together and creates the feeling that the communication does not take place with an interested seller, but with a good friend who understands the topic. When offering services, try to inform about the possibility of a refund or a refund - there is no need to invent a new one. Act within the framework of the constitution and legislative framework, but voice these opportunities to the person. This creates a sense of security and security, your image is formed as a responsible, although everyone obeys the same exact laws. Talk to the person about what he needs: the girl who came for the refrigerator about the delivery and installation; the pensioner in a private clinic about re-free admission and discounts; students about promotions for friends. Find what interests a person other than what you have stated and give it to him.