Application Of Psychological Skills In Sales

When we sell a product to a customer from an initiative (rather than a customer's initiative to ask or buy), and when the customer makes a purchase decision, the customer usually experiences four psychological stages: rejection period, acceptance period, repetition period and identification period. Under normal circumstances, it is only through these four stages that a transaction can be concluded. According to the different mentality of our customers, our corresponding strategies and attitudes should also be different.

　　 1. Exclusion period

In a market environment where supply exceeds demand, there is no shortage of sales promotion. When customers encounter sales personnel, they take the initiative. Promote When it comes to merchandise, the first reaction is the person who wants to pick up my wallet. On the other hand, if customers are actively asking or planning to buy a certain commodity, there is little such rejection mentality and the transaction is easier to achieve. This is the consumer psychology of consumers created by the contradiction between supply and demand.

We should handle this step with the most prudence. Many people think that the key to a deal is to make a decision, and the customer finalize the purchase. In fact, it is true that the final purchase of customers is the criterion to test the success or failure of our sales. But we tend to focus on less than 30% intention to buy, and 30% of those who are less than 40% of the customers who are about to decide to buy, but ignore all the target customers whom we contact. 70% of them are just communicating with us and refuse us: "no need", "no fun", "I am busy", "I already have", "go, go", "..." Is it true that all 70% of the target customers really do not need our products? According to my practice and observation, definitely not, customers are easily rejected by psychological factors, environmental factors and other reasons. If we can use more mental skills and skills, at least 20% of our target customers can enter second psychological links.

Knowing that customers have psychological differences between active purchase and passive reception, we should not be too direct or even impatient to push sales to customers. Now that sales people feel that customers are giving themselves too little time, they can pass the product information to customers and persuade them to buy like a tongue twister before they react. They think that the more customers sell NO, the more likely customers are to accept it, and the fact is just the opposite, which only aggravates the exclusion mentality of customers.

We should first start from the perspective of the client and focus on its substantive interests, so that customers usually do not have any strong negative reactions, and then adopt a "abandoning" attitude. Here is a case study:

A salesman who sells energy saving power came to a small supermarket with lights and many lights and neon signs in the evening and met the boss.

In the form of chatting, he appreciates shopkeepers and affirms that he uses a lot of light sources to attract customers.

Salesperson: "boss, you street is so dark at night, so the sales situation of every city is not very good. Only your shop is booming. I think these neon lights play a role. I am also attracted by them. I saw your storefront just a few hundred meters away."

Customers give us limited time and are mostly absentminded. In the time when customers are not concentrating and having limited time, using numbers is the fastest and moving customers. In order to highlight the effect, instead of taking months or days as units of calculation, it takes years as the unit of calculation, so that the purchase cost of goods under comparison is very low, and the benefits obtained are more, that is, weakening commodity prices and raising commodity value. {page_break}

Business personnel: "although customers are busy, but a year down the electricity bill is also a lot of it, I am selling a newly developed energy saving power sales representatives, if your shop is 500 yuan a month, electricity is 6000 yuan a year, with our power, electricity saving rate is more than 25%, at least a year can save 1500 yuan for you, and a power price is 92 yuan, can be used for 5 years, 5 years, at least you can save seven or eight thousand yuan of electricity, use more than 20 days can recover the cost of power."

If the shopkeeper still says NO, we should not continue to chatter and pull out a posture that you will not stop buying goods. That will only backfire. This is extreme from the extreme that we have to give up immediately when we see customers refusing to go to the other extreme. At this point, we should adopt an attitude that seems to be abandoned, so as to reduce the adverse psychology of customers and strive for it.

Business people: "look at your store business so well that it will soon expand the store, so that our products can save you more money." I can see that you are busy, so I will not take up more of your time. If you are free, you can think about it again. "

Business personnel: "because our product quality is very good, the service life is several times the normal power supply, even if uses the ordinary power source, is also very cost-effective, moreover, one year can save several thousand yuan for you, you are the business field expert, such account does not need me to calculate for you, perhaps you worry is the result, is worthy of the businessman. But please rest assured that the product has passed the authority certification. If you have time, I will show you all the relevant information.

Usually, customers will be interested in looking at your relevant materials, instead of forcing you to push them to him. He looks up impatiently and throws them aside and sends you to walk. If this goes smoothly, it will enter the next stage of negotiation.

Of course, if the boss still refuses, we should not overdo it and avoid it. Business personnel usually have such problems. If business is not done, the attitude will usually turn sharply. Even if we leave, we will throw out two bad words. This is a taboo. First of all, this is against professional ethics. Such a mindset is very difficult for us to grow. Even if the customer refuses on the spot, it does not mean a complete failure. According to the characteristics of the industry and the products, the customers who are rejected usually have more than 5% chance to turn back again. Therefore, they should not give up.

Salesperson: "boss, then I will not bother you. Leave a business card for you. When you need to contact me, I believe you will make a decision to save a lot of expenses. I wish you a brisk business."

From the above situation, we can see that we attach importance to the initial communication as much as possible, but we also try to avoid making quick profits and instant benefits as much as we can to reassure the other. Think about the entry point before entering the door, then how to proceed, and carefully treat the exclusion period of customer psychology, and strive for more target customers who can enter the next stage. The way of communication should be in line with local conditions, so as to avoid a practice of attacking the world.

　　 2. Acceptance period

At this point, customers are basically in need and interested. At this point, what we should do is to introduce the advantages of the product as far as possible, and constantly combine the actual needs of the customers to tell the benefits that the products can bring to the customers. We need to analyze which advantages are what customers want, emphasizing these, not all, and other advantages. Because only the product advantages you are talking about are what customers want most, customers will think that this product is more suitable for him. On the contrary, everything is said, too much to introduce some functions and interests that customers do not need or care about. This will make customers feel that this product is not very suitable for themselves, and they do not have to spend extra money on those functions which are not available. Although the fact is that the goods do not increase the price because of many functions, too many customers do not care about their functions and advantages. They will also feel that if they take into account so many functions, will their care function be weakened? This involves the problem of product positioning. The same commodity, because the way of presentation is different, gives customers a completely different feeling, which leads to the difference in the result of the transaction. Speaking of Sales psychological skills It is more difficult than selling forms and skills. Your results are different in terms of conjecture and grasp of customer psychology and coping strategies. This is also the reason why business people spend the same time each day, seeing as many customers, doing the same thing, but their performance is totally different. {page_break}

On the other hand, customers will start bargaining when they have the purchase intention. Now, many sales personnel will not make concessions in the face of the bargaining of customers. In order to facilitate the transaction, a lot of concessions will be thrown out at the beginning, and step back gradually. This makes the customer lose confidence in the product. While you are constantly giving in, the value of the goods in the customer's mind is also gradually discounted. The customer's purchase psychology is that the goods are very valuable and they want to buy goods in a cheap way. Therefore, business people should first have confidence in their products, and do not give in easily. First, let customers feel that the product is really worth the money. Then you are making concessions, such as giving a gift, etc., try not to reduce the price of goods, and maintain the value of the commodity itself. At the same time, it also keeps the weight and value of your concession, laying a good foundation for the following concessions.

　　 3. Repeated periods

Before customers decide to buy a product, they will produce psychological repetition. The larger the rational commodity is, the more often they will be stuck at a certain point. They will not continue to make progress. You will not give in and customers will not give in. Usually, the result of stalemate is that customers are beginning to give up the idea of giving up buying, and many of the chances of the transaction are lost in this link.

Because the initiative of the transaction is in the hands of the customer, when the customer appears to repeat the purchase idea, do not attack it. This will only make the stalemate more tense, and then lose the chance to make a deal. At this point, we should retreat in order to move forward. Usually, because customers are in a strong position in negotiation, apart from the fact that they can not make concessions or compromise, many times it is because they are locked in or locked in the corner. At this point, our correct approach is to step back. For example, pick up questions that are easy to reach a consensus and discuss them, or even lay down their business first and talk about topics that customers may be interested in. Of course, the turning point is natural. When we talk about speculation with customers, we will talk about the problem of hindrability. At this point, unless there is really no room for maneuver, customers will consider some emotional factors and make some concessions. Because Chinese people like to talk about their feelings. If two strangers are talking with each other for 5 minutes, they will think of each other as "Acquaintances" mentally. If we can compromise, we must give in at this time rather than make concessions in the stalemate. The same concession, because of different time, the customer's mood is different, the effect is also different.

The principle of this link is: because this link involves the issue of real interest, the psychology of clients at this time is at a critical stage of trading. What we should do is not to break this tight line, smooth the curve and smooth through it, and strategically concession is also thrown out at this time. When the balance of customer's psychological balance is out of balance, the concession interest will be smashed up. Of course, the decision to make concession still seems to be very difficult.

4. Closing time

At this point, customers basically have a 80% purchase tendency, but at the same time, there is a psychological factor in buying. That is, when customers want to make a purchase decision, they will feel uncomfortable because they will lose the chance to choose. At this time, they usually compare the instinctive instinct with the substitute goods or hesitate to buy. In fact, when customers start thinking about these problems, they are psychologically accepting your products, only producing an instinctive psychological reaction that anyone will have. Because customers only weigh their scales when they are optimistic about a product. At this time, a small fluctuation of thinking can change the consumer's consumer decision. That is to say, buying or not buying is just a matter of thought. At this time, we only need to strengthen the offensive, such as throwing out a small discount, which can also lead to a smooth transaction. Our ultimate concession is left at this time, so as to achieve the goal of reaching a business as soon as possible.

When it comes to making a quick deal, it is important to emphasize that many business people are not in a position to focus on the idea that they do not have a quick decision. Because in the process of thinking and decision making, the desire to buy is decreasing, and in the end, it is likely to give up the purchase. This situation is more obvious in relatively expensive rational commodity consumption. At this point, we should mobilize the impulse and interest of our customers as much as possible, and then make quick decisions. Unless your product is able to show advantages through rational thinking and comparison, otherwise, we can not bargain on the spot, and the chance of success is half lost. Therefore, negotiations should be made as soon as possible, of course, the industry and products are different, the situation is also different. {page_break}

The sales strategy of this link is not to talk with customers about whether to buy, but to talk with him about the topic after purchase and draw the benefits of customers buying products. For example, "this part." Air conditioner It's best to put it next to the door of the living room, so that the temperature of the living room and the bedroom in summer can be around 26 degrees above zero. In the summer of reheating, it can be as cool as spring and autumn, because the biggest feature of this air conditioning is the use of intelligent sensing technology, blowing up and down, not blowing people. You old two do not have to worry about catching a cold or suffering from air conditioning diseases. " This chatting will give customers a psychological hint that "this product I have bought" or "should buy" is a subtle hint.

And when customers make a purchase decision, business personnel should not be overly excited, because this will cause a negative psychological feeling to customers: is this kid cheap? "" he is so happy, is there a problem? Am I losing money? "And so on. For this reason, business personnel should gradually learn the psychological skills of" grimace "negotiation, that is, it will not let customers understand your psychological intentions in your face and body language, which is very important for business negotiations. A higher level is to guide and confuse opponents through expressions. For example, merchants convey their frustrating, unprofitable or even loss based visual signals to consumers through bargaining and body language in bargaining. Although we all know that buyers do not have the essence of sellers, we still feel that the reaction of the other side is cheap.

The psychological skills in sales vary according to the industry and products, and the ways and characteristics are different. There are many specific skills. Here are some general skills from a comprehensive perspective. More sales psychological skills should be combined with self and objective environment to explore and learn in continuous practice.