Sales psychology and Sales Practical Skills Course is a sales psychology and Sales Practical Skills Course developed according to the survey of training needs and the general sales rules. The following is my practical sales psychology. Welcome to read and study.

Sales psychology 1 Marketers often encounter this situation. When you try your best and are thirsty, you find that he is not a "real customer" at all. How to instantly identify customers and capture them in one fell swoop? Let's analyze nine common customers in actual marketing, so as to explain on-site marketing more efficiently.

1, portable customer

Symptom: this kind of customer doesn't comment on anything, no matter what the marketer says, he nods in agreement or says nothing at all.

Psychological diagnosis: No matter what marketers say, such customers have decided not to buy today. In other words, he just wants to know the information of the product and end your explanation of the product early, so he nodded casually and echoed "Yes" to stop the marketing staff from selling, but he was afraid that he would relax and the marketing staff would take advantage of it and embarrass him.

Prescription: If you want to turn Gankun around and let such customers say "yes", simply ask "Sir (Miss), why don't you buy it today?" The use of interception, the use of customer negligence to attack, sudden questioning will make customers lose the room for defense, most of them will tell the truth, in order to adapt to local conditions siege.

2. Pretend to be an expert customer

Symptom: These customers think they are more proficient in products than marketers. He will say "I know this product very well" and "I know the people in this company very well", and he will say something that makes marketers panic or unhappy. Such customers pretend to be experts, deliberately manipulate product introductions, and often say things like "I know, I know".

Psychological diagnosis: This kind of customer doesn't want marketers to dominate him or impose on others, but wants to stand out in front of others around him, but knows that it is difficult for him to deal with excellent marketers. So he used "I know" to defend and protect himself, suggesting that marketers understand, so don't lie to me. In this case, marketers should think that they know almost nothing about the product.

Prescription: to trap customers. If the customer starts to explain the functional characteristics of the product, you can pretend to nod your head and the customer will be very proud. When you are at a loss because you don't understand, you should say, "Yes, you know the product in detail. Do you want to buy it now? " In order to show people around them that they know that the product can't be installed, customers start to panic when they ask questions. This is the best time for you to start introducing products.

3. Vanity customers

Symptom: This kind of customers are eager for others to say that they are rich.

Psychological diagnosis: such customers may be heavily in debt, but they still want to live a luxurious life on the surface. Marketers may make them buy impulsively as long as they are reasonably induced.

Prescription: You should identify with him, care about his assets, praise him strongly, pretend to respect him, and say that you should learn from him, knowing that he will take care of his face and bite his teeth to buy goods, but you will not write his expression on his face. Therefore, such customers can easily fall into the trap. Through the fashionable appearance of products or some special functional selling points, we can bring them some vanity satisfaction.

4. Rational customers

Testimony: This kind of customers are steady and quiet, seldom talk, always look at the goods with suspicion and show impatient expression. It is because of his composure that marketers are depressed.

Psychological diagnosis: this kind of customer usually pays attention to the explanation of the marketing staff, and he is also analyzing and evaluating the marketing staff and products. These customers are more intellectuals and enthusiasts. They are careful, steady, and can't make mistakes. They are very rational purchases.

Prescription: This customer should be polite, honest and low-key, conservative, not too excited, not self-abased, believe in his own understanding of the product, and emphasize the practical function of the product in on-site sales.

5. Cold customers

Symptoms: it doesn't matter whether you buy it or not, whether you like it or not, whether you are not polite and not easy to get close to.

Psychological diagnosis: This kind of customers don't like the pressure and sales promotion from marketers, like their actual contact with products, and hate the introduction of products by marketers. It seems that they don't care about anything, but they are very concerned about subtle information and pay more attention to it.

Prescription: For this kind of customers, the popular product introduction method is not feasible. Low-key intervention can arouse the customer's curiosity through the most unique features of the product, make him suddenly interested in the product, and the customer will naturally listen to you introduce the product.

6. Curious customers

Symptoms: There are no obstacles for such customers to buy. He just wants to bring back the information of the goods. As long as time permits, he is willing to listen to the introduction of the product. At this time, his attitude becomes humble and he will ask some appropriate questions politely.

Psychological diagnosis: This kind of customers can buy their favorite products at any time as long as they like them and arouse their desire to buy them. They are the impulse buying type.

Prescription: Make up some creative product introductions, so that the opportunity is still in your hand after customers get excited. Such customers must think it is a "rare opportunity".

7. Customers with good conduct

Symptoms: This kind of customers are modest and polite, not only do not exclude marketers, but even show respect for them.

Psychological diagnosis: they like to tell the truth, never bring any lies, and listen carefully to the marketing staff to introduce products.

Prescription: this kind of customers should take it seriously and then remind them of the charm of the product. Marketers should show their professional ability to customers with a steady attitude, and they must be well-founded when showing and explaining. Pay attention to service quality and details, be calm and not show off.

8. Rude and suspicious customers

Symptom: This kind of customer makes trouble inexplicably. His behavior seems to blame all the problems on you, so the relationship with him is easy to deteriorate. He doesn't want to hear your explanation at all, and he has doubts about the goods, so no one is easy to deal with.

Psychological diagnosis: This kind of customers have personal troubles and great psychological pressure, and want to find someone to vent.

Prescription: Deal with them in a friendly way, understand the background of customers, be steady and don't argue with them, and avoid saying something that will make the other party feel stressed, otherwise it will be more annoying. When introducing goods, be gentle and polite, pay attention to his expression, and make customers feel that you are his friend.

9, picky customers.

Symptoms: This kind of customers have very strict requirements on product function, appearance and service, and they have a kind of exclusion psychology for marketers.

Psychological diagnosis: this kind of shopping has always been cautious and worried about being cheated, so try to ask more questions and details that are beyond the normal thinking of others to eliminate inner concerns. At the same time, satisfy your guilty psychological prescription: patiently answer all the questions raised by customers, dispel their concerns, be tough in language, and guide their ideas to the functions, selling points, avant-garde and after-sales service of products during the explanation process. You can directly ask "Mr. and Ms.: What do you think of the appearance (function, sound quality, etc.)? ) this product? " Eliminate customers' doubts one by one and narrow the distance with customers.

Practical sales psychology Chapter II Training Target: Sales Managers and Sales Representatives of Sales Enterprises.

Course background

From sales psychology's theoretical system, we should learn how to improve the psychological quality of marketers, how to understand customers' psychological needs, how to explore and guide customers' needs, how to exert their influence and persuasiveness, how to master how to overcome customers' concerns, how to master customers' purchasing motives, how to find a good combination of customers' purchasing points and product selling points, and how to stimulate customers' willingness to buy and realize absolute transactions.

Course income

Systematically grasp the relationship between sales psychology and successful sales; Correctly understand the role of salespeople and the key psychological qualities of excellent salespeople; Master customer purchasing psychology, master superb customer communication skills and art; Master the psychological skills of excavating and guiding customers' needs; Master the skills of effectively refining and presenting product selling points, and master the skills of effectively persuading and influencing.

Sales psychology in actual combat Chapter III Overview of sales psychology

First, the concept of sales psychology

1, what is psychology?

2. The process of sales is a psychological game.

3. What is sales psychology?

Second, the origin and development of sales psychology

1. Origin stage

2. Mature stage

3. Innovation stage

This theory has been further developed.

Attach importance to systematic research in macro-aspect.

Research on Causality of Turning

Introduce modern research methods for research.

Third, why should we learn from sales psychology?

1. sales psychology reveals the psychological law in the process of product sales.

2. Improve the psychological knowledge and quality of marketers.

3. Let marketers know the needs and wishes of customers.

4. Enable marketers to fully stimulate the potential needs of customers.

5. Recognize that marketers control the sales process and results.

Fourth, the psychological factors that determine sales success

1, psychological factors of marketers

2. Psychological factors of customers

Verb (abbreviation of verb) sales psychology's cognition

1, which is different from consumer goods sales psychology.

2. Characteristics of sales psychology

Chapter II Training of Psychological Quality of Marketing Personnel

First, look at how important sales are.

Sales are almost everywhere.

Without sales, the world would stop running.

Second, the psychological nuclear button for successful sales

Discussion: What do you think is the core factor of sales success?

1, it is not the ability but the mentality that determines the success of sales.

2, the 532 rule of successful sales

3. Stimulate your will and desire

Third, get rid of the past! Find your true self!

1, a stumbling block to successful sales

Fear of failure

Fear of rejection

2. The power of self-suggestion

3. Five attitudes towards failure

4. 12 the golden rule to cultivate your self-confidence.

5. Establish vision and goals.

Fourth, the personality types and psychological characteristics of salespeople

1, four personality types represented by four animals

2. Analysis of the advantages and disadvantages of psychological characteristics of different personality types.

Chapter III Psychological Analysis of Customers' Purchase

First, the customer's purchase motivation

1, the gap between reality and expectation

2. Get rid of pain and get happy

Second, the customer's purchasing psychology

1. Face psychology

2. Conformity psychology

Step 3 respect authority

4. Love takes advantage

Be respected

Decide for yourself

Third, the psychological analysis of customers within customers

1, customer internal organization analysis

2. Customer's internal organizational demand psychology

Fourthly, the customer psychology of different customer personality types.

1. authoritative type

2. Perfect type

3. gregarious type

4. phenotype

The fourth chapter is the psychological game of six steps in the sales process.

First, the psychological exercise in the preparation stage

1, set up an idea

Step 2 dispel an idea

Step 3 build faith

Case: One-minute sales method

Case: Psychological suggestion when looking in the mirror

Second, understand the customer's problems, needs and wishes.

1, analysis of sales funnel model

2. Six principles of building customer trust.

3. Questioning the psychological influence of sales law on customers.

4. The psychological impact of open and closed questions on customers.

5. The psychological orientation of 5.SPIN inquiry mode to customers' needs and desires.

Case: learn the spin pattern from kidnappers

Case: How do sales representatives of software sales enterprises sell through SPIN mode?

6. From product-oriented sales to customer-centered marketing.

7. The influence of customers' organizational needs and personal needs on customers' purchasing psychology.

8, customer demand iceberg model analysis

9. How to tap the potential needs of customers?

Case: The old lady buys fruit.

10, the role of psychological suggestion

Case: looking at plum to quench thirst

Third, put forward solutions to shape product value.

1, from product seller to solution provider

Video: Help customers buy products from the customer's perspective.

2. How to organize and implement the project demonstration

Case: IBM's road to success

Case: Why is an enterprise's project demonstration successful?

3. Selling points and buying points of products

How to refine the selling point of products

How to tap the purchase point of products

How to connect selling points and buying points

Case: A girl buys a house.

4. How to use FABEC strategy to make product selling point statement?

Why FABEC is the most lethal product selling point statement tool?

Contents of FABEC tools

Case: Baker's lethality from the old lady selling dates.

Fourth, the psychological game of lifting customer objections.

1, customers' psychological barriers to purchase

2. The nature of customer objections

3. ABC Rules and Anti-theoretical Treatment for Dealing with Customer Objections

Verb (abbreviation for verb) customer transaction

1. Analyze the psychological activities of customers when they trade.

happy

stimulate

afeared

hesitate

2. How to eliminate the psychological barrier of closing the case?

Transaction implementation and after-sales service of intransitive verbs

1, customer psychology in transaction execution

2. Risk management in transaction implementation

3. Customer management in after-sales service

Case: Customer Relationship Management of an Enterprise

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