How To Manage The Psychological Accounts Of Customers?

One 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?

There is no chance of the second meeting.

In fact, the end of the shopping guide to customers at the beginning of the price, is the same reason.

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.

For the terminal shopping guide, 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, they are most likely to perceive and judge the price of the product, so it is natural for them to care about the price and first to talk about the price.

For the excellent terminal shopping guide, we need to defuse it skillfully?

The product line of the terminal is generally divided into three categories according to the target location.

For the terminal shopping guide, should we introduce products in the low to medium high order, or introduce products in high, medium to low order? This is the direct embodiment of how to manage customers' psychological accounts.

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.

According to the low middle high "addition" method, low price products can only make the products introduced later appear very expensive, and the psychological accounts of customers have undergone subtle changes, prompting customers to give up the purchase decisions.

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

Doing so may promote low price products.

But it has increased 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.

When

Feel that the number of products you purchase is very small, or will be less and less, and are willing to pay a higher price for owning 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 customers.

Sales.

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 customers are very aware that the price of the 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.

From this example, we can see that the sense of value can enhance the sense of value and reduce the sensitivity of customers to high prices.

Therefore, dealers do not want to save a few small money, rather than shop in the door and interior decoration style, decoration grade input.

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.

Customers, whether intentional or unintentional, bought a single premium 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.

Highlighting the professional image and service quality of store personnel can also add bonus points to customers' mental accounts.