37 Degree Love: How To Seize The Psychological Accounts Of Customers

< p > a few simple examples: a certain leather shoes are sold in the exclusive store, the price can be more than 200 yuan, high or even six hundred or seven hundred yuan, but the same shoes are put on the free market stall, the price is 20 yuan, may also some people are too expensive to sell.

A packet of the same instant noodle is priced at only three or four yuan in the supermarket. Why can it be marked up to 10 yuan in a star rated hotel, and it can be priced at 20 yuan in the airport waiting hall? It can be seen that the price is relative to the price. What the shopping guide needs to do is to manage the customer's "psychological account" to promote the sale of high-end, high-end and high priced products.

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< p > strong > > a > < /a > manage the customer's psychological account. < /strong > /p >

< p > < strong > 1. Learn to be in love with customers the order of price < /strong > < /p >

< p > a mistake often made by the front-line workers is to tell customers when they ask the price of high priced goods for the first time.

This is a big mistake.

A lot of shopping guide is strange, the customer asks me the price, do I not answer?

When men and women are in love, if one side sees the first side, the first sentence says, "marry me."

The other side must be surprised: I don't know anything about you yet. Is this person neurotic?

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There is no chance that P will meet for the second time.

Actually, the guide price is the same for customers at the very beginning.

When you are in love, you must first introduce your situation: work unit, family status, income level, hobbies and so on. After two years of interaction, the two sides fully understand each other before they can get married.

"You marry (marry me)" is definitely the last thing to say.

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< p > to guide shopping, it is also a "mini" process of making love with customers: we must first fully introduce the advantages of our products, core selling points and benefits to customers, and then judge the customers' purchase intention and basic choice tendency before we finally tell the price.

If the customer does not know your product and your product has a high price tag, the customer will be too expensive.

For customers, the easiest thing they perceive and judge is the price of the product, so they care about the price and the price is natural.

For the excellent terminal shopping guide, we have to defuse it skillfully? < /p >

< p > < strong > two, do a > subtraction < /a >, do not add the order of introduction of products < /strong > /p >

The product range of < p > shop is generally divided into three categories: high and low grade according to the different location of target.

To guide people, is it supposed to introduce products in low, medium high order, or to introduce products in high, medium to low order? This is how to manage customers' psychological accounts directly.

The introduction of excellent shopping guide is high, medium and low "subtraction" introduction.

First introduce the most expensive product, even if the customer does not buy the most expensive product, the customer will feel that the middle and low end products will be relatively cheap, and ultimately choose to buy.

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< p > and according to the "low" medium high "addition" introduction method, low price products can only make the products introduced later appear very expensive, the customer's psychological account has undergone subtle changes, prompting the customer to give up the purchase decision.

The general idea of shopping guide is to attract customers to stay in stores with low price products in order to keep customers away.

This may promote the sale of low-priced products, but it increases the difficulty of selling high-end products.

The shopping guide is still unaware of the high price of the product.

In fact, it is the incorrect introductory order that lets customers feel the price of products is high and drives customers away.

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< p > < strong > three, the thing is sparse and expensive: the creation of scarce atmosphere < /strong > < /p >

< p > when customers feel that the number of products they purchase is very few or will be less and less, they are willing to pay higher prices for their own products.

This is why the big snow disaster in the South has fried a packet of ordinary instant noodles to 50 yuan sky high price.

In fact, this principle has been widely applied in business.

"Limited number, sold out" and "last deadline" strategy are commercial applications.

If the terminal shopping guide ingeniously creates this scarce atmosphere at the terminal, it can also make subtle changes in the psychological accounts of the customers, thus facilitated the sale of high priced products.

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< p > < strong > four, < a > buying the ball and returning to the Pearl > /a > highlighting the sense of value of the store and highlighting the sense of value of the shopping guide. < /strong > /p >

As illustrated above, it is difficult for customers to bargain for a packet of instant noodles at a star rated hotel or airport, although the psychology of customers is very clear that the price of P instant noodles has completely deviated from its value.

Why do customers "dare to speak up" and make a modern version of "buying and selling beads"? This is a powerful environmental force.

In the high-end hotels such as star hotels or airports, it's too expensive to bargain. The grade and grade of them are too low. They will be laughed at and despised by others.

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< p > from this example, we can see that the sense of value of shop image can enhance the sense of value of goods and reduce the sensitivity of customers to high prices.

Therefore, dealers do not want to save a few small money, rather than shop front door and interior decoration style, decoration grade, display of goods.

This is a great loss.

Customers often judge the brand's strength and grade according to the size of the shop front, the grade and the luxurious degree of the store decoration.

It is natural for high-end shops to sell high priced products on customers' potential psychological accounts. The pricing of high priced products in these high-end establishments is reasonable.

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< p > customers, whether intentionally or unintentionally, have bought a list of high-end environment.

The same is true for store personnel.

The tip of a customer to a five star hotel doorman or waiter must be higher than that of a low star hotel.

The reason is the service image of the service staff of the five star hotel, and the service quality is definitely the highest.

To highlight the professional image and service quality of the shopping guide can also be added to the customer's psychological account.

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< p > excellent salesmen, who will sell high-end and expensive products, are experts who will successfully manage customers' psychological accounts.

If customers do not have enough purchasing power and do not belong to high-end consumer groups, they can not buy high-end, high priced products, which is not the wrong way of terminal shopping guide.

If customers have strong purchasing power and belong to high-end consumer groups, shopping guide has not succeeded in promoting him and buying him high-end products. Instead, he has bought medium and low-end products, or even bought nothing, which is definitely a shopping guide's fault.

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< p > do you master the weapon of terminal shopping guide - manage customer's "psychological account"? If not, then go to the target customer's heart to open an account! < /p >