Eight Psychological Game Sales

Traditional sales have always been regarded as a "push" and "pull" game.

In this arduous process, sales personnel must face the challenges, resistances and disagreements of all kinds of sales personnel and customers. Even after sales, customers may also ask the salesmen: you are the one who sold me such a bad commodity, your price is too high, your after-sales network is not enough, your warranty time is shorter than that of other manufacturers. Sales seem to be a path full of frustration and powerlessness.

How can a salesperson get real power influence? How does a salesperson maintain a clear understanding of the true purchase intention of a customer? How does a salesperson make an impact on the customer's purchase judgment through his or her actions, and take responsibility for the final sales results?

Maybe the following Psychological game Can be Salesperson Of Marketing process Bring inspiration.

　　 The purpose of psychological game in sales

Sales is a game that guides the situation. In this process, the game must serve the purpose of successful sales. When sales people find that customers are playing psychological games, they do not need to specify their customers, but do not need to participate in the game of customers to prove: "I am right." In any case, the effect is more important than the right.

For sales, the most important effect is the success of sales. But in many cases, the subconscious mind circumacts consciousness, which directs our inertia thinking and makes us eager to prove that I am right. With this mindset, salespeople can easily get into the emotional state of interacting with their customers.

The truly successful sale is not that salesmen are just vulgar to cater to customers. Instead, salesmen provide customers with a unique and positive emotional experience by providing solutions, and are willing to return to this platform to enjoy them.

　 Eight typical psychological games

Yes, yes... But... Yes... But...

Case scenario: customer: "yes, I totally agree with all the advantages you have just mentioned about commodities. But I still think the price is too high. "

In fact, in this case, customers often listen to, but do not really "hear" what the salesmen are talking about, they are still thinking according to their own inertia thinking. That is to say, they are in the blind spot of their own thinking, and persist in their own inner thoughts. Unless the customer wants to, the salesperson can't cram his ideas into the mind of the customer. Once customers start playing with this salesman, they must pay enough attention to salesmen. This is a "paused" signpost, and the salesperson must deal with the customer's resistance point behind the pause.

At this time, the salesperson can directly ask the customer: "is the price the only thing you need to deal with now? Is it that we make concessions in terms of price and you will buy it immediately?" or put forward the terms of the transaction: "I think you are really smart. The price you ask is that you must purchase more than three pieces to make it special.

Two, it's all your fault.

Case scenario: customers complain to the salesperson: "it's all your fault. Now I want to return the goods. There are problems with your products: the price is higher than the similar products, the quality is not good. " When a customer makes such a complaint, his negative emotions tend to be very high. If not handled properly, customers may complain in a wider range and even have a negative impact on the brand.

How do sales people face the psychological games of customers? Many salesmen feel very sad and complain at the same time: "in fact, they can not blame me for this matter.

I am just a salesperson. I am only responsible for selling goods. The quality and after-sale of the products should be completed by other departments of the company. But every time we come to the customers, apologize to them and listen to their complaints. Customers are always threatening us: it's all your fault. The implication is that I want to take full responsibility for the customers. Negative emotions quickly spread from customers to salesmen.

In fact, crises, crises and crises are organic. Salespeople often overlook the new business opportunities brought about by customer complaints. Conflict is often the first step towards true integration. Salesperson can just borrow this opportunity to adjust the relationship with customers, listen to the customers' hard feelings that are hard to hear at the moment, and their demands for various aspects of the product's performance and quality, and at the same time, face their customers with their good professional mentality, professional quality and patient service.

Many cases prove that the more complaining customers are, if their complaints and complaints can be dealt with effectively, they will eventually become highly loyal customers of the brand. {page_break}

Three, sow discord.

Situational case: customer oral expression: "I think there is still room for your quotation. In fact, your competitors have come to quote us too, and their price is more competitive.

Customers often use this psychological game for bargaining. The psychological game of slaying discord is used as bargaining chip in order to get a better price. The more highly homogenized market, the more asymmetric information in the market, the more effective it is to sow discord. Even many businesses in the process of striving for customers, often automatically cut prices, with price leverage to win customers' favor.

When dealing with customers' dissenters, salesmen should have sufficient confidence in the market, competitors and their products. At the same time, sales should focus on mobilizing the mood of customers, providing customers with a hard copy experience and tailored solutions, rather than just commodities themselves.

Four, let me catch it.

Situation case: after listening to the salesperson's explanation, the customer said, "I've heard a lot about you, and have also talked very well. But I noticed that there are several contradictions and problems in your explanation.

Here are two messages: the good news is that customers really care about salesmen's introduction and explanation; the bad news is that customers are playing a new psychological game: "let me catch". The customer will pay attention to the logical questions and consistency before and after your introduction, which will decide your presentation and convince you whether you can persuade the client finally.

It is worth mentioning that, "let me catch it." this game is not only for customers to play, but also for salesmen to design such psychological games on their own initiative. For example, when making a statement of interest or providing a plan, the salesperson can deliberately leave some loopholes in the surface. Its effect is to catch the attention of customers, so that customers can be transformed from passive sellers into active participants.

Five, officers and soldiers catch up with bandits.

Case scenario: the customer expresses to the salesperson: "what we want is the quality of the product, not the price. The price is good negotiable. " The sales staff finally found that the real objection and resistance point of the customer still depends on the price.

The more stressed we are, though the opposite is true, the more we really value it. If the customer tells you, "not for what reason, I do not buy", in fact, this is often the reason that prevents the real purchase. Because many times, customers are just trying to maximize their benefits for themselves in various ways acquired by themselves. Therefore, they may just play a mental game of "officers and soldiers chasing robbers" with unconscious thinking acquired by themselves.

In this process, if sales staff do not pay enough attention to the real focus of customers and provide corresponding solutions, they will affect the success of the final sale. {page_break}

Six, foggy game

Situational case: customers do not directly express their real needs and ideas. When salesmen ask questions, they use "casual look" to deal with them ambiguously.

We first exclude the two situations that customers do not really need and demand unclear, but they only lock in the customers' understanding of their needs, but do not want to directly explain the situation to salesmen for analysis. What it means is that the salesperson has not established the initial connection with the customer, and the customer is still at the defensive stage. If sales rush to attack, trying to explain the characteristics and advantages of goods to customers may cause psychological defenses and resentment.

Once customers have negative emotions, selling to customers will backfire. Therefore, the key to the foggy game lies in the patience and carefulness of salesmen, and even in some cases they can retreat in order to observe and listen to the needs of their customers, and to take a definite view of their customers.

Seven. Court game

Situational case: in this game, customers often introduce third parties, such as their friends or other customers, to prove that "I am right" by the crowd pattern of courts. For example: I am right, so the quality of your products is not good; I am right, so the price of your products is too high and should be reduced; I am right, so this commodity is not suitable for me, and you do not need to sell it to me again.

Once appealed to the court, some of the weaker salesmen often fall into self doubt: is this really my problem? Then they question their products: are our products of poor quality? The appearance of our products is fashionable, but it seems very easy to lag behind, or our sales promotion means are not as good as competing products. Once a salesperson falls into such a self questioning situation, he is easily led by a powerful client and sells goods at an unexpected low price.

When dealing with court games, salesmen must learn to maintain strong self-confidence and not to be moved by the situation of the other party. We must know that "goods are the buyers". If the customers are not interested in the products, they will not waste time and energy, and they will also discuss the problems with you. If necessary, salesmen can also create a court for themselves, such as providing material evidence, such as the medal and reward obtained by the merchandise, the testimony of past customers, even the others in the court to create a strong atmosphere for themselves.

Eight, bear game

Situational case: salesperson introduces to customers: "this product is mainly aimed at young fashion people when it is developed. In order to meet their needs, commodities have made great adjustments in appearance, color, performance and price. Maybe in the past, the mainstream customers would feel that this product was too advanced, but for our target customers, it is just good.

This psychological game is initiated by salesmen. The key to bear game is to dig a hole and let the other party fall in. Sales people give personalized characteristics to our products. For example, our products are designed and developed specifically for what kind of people they are designed to match their special needs. Customers tend to be seated according to their psychological position: I am the type of person. Then make purchase decisions quickly and take purchase actions.