The task of selling words is actually to sell a symbolic way to satisfy people's psychology, and this demand is often hidden subconscious. Clever sales speech is aimed at the subconscious of the persuasion object and turns the subconscious into a driving force. In this way, we know that selling beer is actually selling culture, selling Coca-Cola is actually selling vitality and authenticity, and selling lottery tickets and insurance is selling future expectations. In fact, salesmanship is a persuasion skill, and it is a process in which a salesman makes the other party change his point of view through information transmission. How can we make the other person change his attitude? The most effective way is to grasp the psychological needs of the other person and use these needs to formulate persuasion strategies, thus changing his attitude.
Eight sales skills and words in psychology 1 the first sales word: security.
People always seek advantages and avoid disadvantages, and inner security is the most basic psychological need. Persuading customers with safety is the most commonly used sales language. This kind of persuasion can be seen everywhere, for example, in the insurance sales speech, it is basically persuaded from the starting point of protection. In the field of automobile sales, if this kind of automobile safety system is very effective to protect the traveling family, it is definitely a strong argument for car buyers. For example, selling a house, telling customers that prices are rising, house prices are rising, and funds are shrinking, is not as safe as investing in a house. Another example is selling equipment. Buying this device can make the customer experience better and attract more customers. If you don't buy it, your competitors will buy it and take your customers away! !
The opposite of security is fear. If safety can't impress the customer, you might as well scare him with fear. Selling children's intellectual toys says that it is a kind of scare not to let children lose at the starting line; It is also a scare to let customers observe mites in the skin to promote cosmetics; The salesman of an insurance company in Japan used a tape recorder to simulate the conversation between the deceased and Yan, and told the story of being punished for not buying insurance for his family, which was even more frightening. Intimidation may be the most effective means of selling.
The second largest sales speech: sense of value
Everyone wants his personal value to be recognized. In the Wenchuan earthquake, some beggars volunteered to donate money to the disaster area. In addition to kindness, I'm afraid there is a subconscious mind that wants to be recognized by society. Grasping the sense of value is also a key point. To advise you to buy insurance, you can say, "To buy insurance for your family is to buy peace, which is the duty of a father and husband." "After using this equipment, the company's work efficiency will be greatly improved, which shows that you, the director of the equipment department, have a good eye for goods." . Selling Barbecue Machine "When my husband comes back with a tired body, how eager he is to eat a delicious meal, and how happy his husband should be when his wife brings a delicious barbecue?" Ha ha, you say so, I want to despise my wife and not buy it.
The third largest sales talk: self-satisfaction
Self-satisfaction is a higher level demand than personal value. I am not only valuable, but also have my own style and characteristics. This is also a common persuasion point in sales promotion. Buy a car: "This car not only has good performance, but also has a unique shape and smooth lines, which is very suitable for successful people like you." You can say something like this: "When your husband and three or five friends come home, you can cook them the same barbecue as the restaurant, which shows the tricks of your housewife." To the director of the equipment department, you can say, "With this equipment, the company can save 20,000 yuan in one year, and the efficiency will be greatly improved. The boss and colleagues will praise you as an excellent equipment director. "
The fourth selling point: love and affection.
Needless to say, love is the greatest need and desire of human beings, and it should also be the persuasion point of selling words. Do you know who the main audience of boxing matches in the west is? According to the survey, it is an elderly woman. Don't think that you don't need love when you are old. However, taking love as the persuasion point should be strategic, and we can't talk directly, especially if the other party is a woman. Nonsense, either find each other or find each other's boyfriend to smoke. We can't save you. Be good at using words to arouse each other's imagination, such as selling or selling barbecue machines. You can say to her: "On my husband's birthday, create a romantic and warm world for two with red candles and flowers, serve a plate of barbecue and two glasses of red wine, and have a quiet drink for two people." Let your husband taste the mouth-watering barbecue and look at you who is virtuous, beautiful and delicious. What a happy feeling it will be. " Ok, stop (to go on is to find a cigarette) and let the wife imagine for herself. If you can make such a sales pitch, she won't buy it. Tell me I despise her with you.
Fifth selling point: sense of dominance
I control my life, and everyone wants to show their dominance. This sense of dominance is not only a kind of control over one's own life, but also a kind of confidence and security in life. This is the hidden demand of people, and it is also the persuasion point of selling words. I remember an interesting promotion case. One day, a gentleman took his wife to a jewelry store, and the two of them browsed all kinds of jewelry at will. At this time, the wife cried gently. It turned out that she found a big diamond ring, which was very beautiful. After the two enjoyed this expensive diamond ring, Mr. Wang's face was slightly reluctant to ask about the price. All this was seen by the quietly observing salesman. The salesman quoted the price briskly, and then said, "This diamond ring was once valued by the prime minister's wife of a big country, but they didn't buy it because it was a bit expensive." "Really?" I saw the gentleman's eyes widen at once. "Is there such a thing?" Mr. Wang asked. The salesman briefly described the scene when the Prime Minister and his wife came to the store that day. Mr. Wang listened with great interest, swept away his previous reluctance, asked a few more questions, and happily bought this diamond ring, his face full of pride.
Many times, people's sense of strength is manifested in the domination of wealth. In this sales promotion case, the salesman skillfully used sales words to meet the demand of dominance, and made the gentleman buy a diamond ring that the Prime Minister's wife could not afford.
The Sixth Sales Speech: Roots.
This is a relatively advanced psychological demand, especially for some middle-aged people who have achieved something and experienced ups and downs, returning to their fundamental feelings is their pursuit. It was a good sales talk for them. This is a psychological need that is difficult to grasp. It is the kind of mentality that returns to nature after prosperity and is practical after vicissitudes. For example, if you buy a car, you can say, "This car is not expensive, but it has good performance. In particular, the appearance of the car is elegant and simple, and the lines are simple and concise, which is just suitable for people who have experienced storms like you. "
Seventh Sales Speech: Sense of Belonging
Everyone should have a sense of belonging, otherwise that heart may be in an anxious state. Who am I? What is my group? Which group should I belong to? This is what everyone has to understand all his life. So there are many labels such as successful people, fashionable youth, housewives and petty bourgeoisie. Everyone under each label should have a certain lifestyle, and the goods and consumption they use all show certain sub-cultural characteristics. Combining the product with this label and taking the product as a symbol of the target group is the focus of the sales speech. For example, if you buy a car, you can say to the fashionable youth, "This car is fashionable and dynamic, and it is a sign of cool people." For successful people: "This model is generous, heroic, excellent in performance and fast, and it is the first choice for successful people." For housewives: "that car is easy to operate, safe and comfortable, with a large trunk to put all kinds of things conveniently, suitable for shopping and picking up children." Housewives choose. "
The Eighth Sales Speech: Immortality
Although life will come to an end, no one will expect that day. Fear of death, fear of getting old, fear of losing face and fear of eternal love constitute people's pursuit of immortality. Some people spend money on fame, some people spend money on health, and some people spend money on face. Through this demand, it is also a common way to convince customers with sales words. For example, nutrition propaganda: "It is too early to nourish the body. If the body is damaged or aging, it is too late to make up. This product can comprehensively adjust the mechanism of the body and effectively slow down the aging of various organs. After a long time, you will find yourself younger and better-looking. "
When you associate the product with the immortality he pursues, your sales words will easily impress him.
The above introduces eight most commonly used sales words, all of which are related to people's needs. From here, we can also see a truth. If you want to impress people, you must start from the needs.
Eight selling skills and discourses of psychology 2 sales psychology's eight skills are to master eight kinds of customer psychology: face psychology, conformity psychology, respect for authority, love to take advantage, fear of regret, psychological price, showing off psychology and comparison psychology.
1, face psychology
Driven by face psychology, consumption will exceed or even greatly exceed a person's ability to buy or pay.
Marketers can use consumers' face psychology to find the market, get a premium and realize sales.
2. Conformity psychology
Conformity refers to the phenomenon that individual ideas and behaviors tend to be consistent with most people because of the guidance or pressure of the group.
In many purchasing decisions, consumers tend to follow the crowd.
For example, when shopping, I like to go to crowded shops; When choosing brands, they prefer those brands with high market share; When choosing tourist attractions, we prefer popular cities and popular routes.
Step 3 respect authority
Consumers' psychology of advocating authority, in terms of consumption patterns, mostly shows that the perceptual component of decision-making far exceeds the rational component.
This respect for authority will often lead consumers to make unreasonable choices about products consumed by authority, and then personalize consumers, thus realizing the best-selling products.
4. Love takes advantage
"Cheap" does not mean "taking advantage".
Things worth 50 yuan, 50 yuan bought back, that's called cheap; When 50 yuan buys something worth 100 yuan, it is called taking advantage.
China people often say "good quality and low price", but in fact, the real good quality and low price are almost non-existent, all of which are psychological quality and low price.
5. Fear of regret
Everyone has fear when making a decision. He is afraid of making the wrong decision, Hua Cuo money.
According to teacher Lu Taihong, it is post-purchase conflict. The so-called post-purchase conflict refers to consumers' discordant negative psychological emotions such as doubt, anxiety and regret after purchase, which leads to dissatisfied behavior.
6. Psychological price
Any product has a "psychological price". Higher than the "psychological price" is beyond the budget of most users, while lower than the "psychological price" will make users question the quality of products.
Therefore, understanding consumers' psychological prices is helpful for marketers to set appropriate prices for products, and also helps salespeople to achieve product sales.
7. Show off your psychology
Consumers' ostentation psychology, in commodity consumption, mostly shows that the psychological components brought by products far exceed the practical components.
It is this kind of ostentation psychology, high-end market, and the use of ostentation psychology at the same time, which is helpful to obtain the market when domestic enterprises generally lack core technology, especially in fashion goods.
8. Comparative psychology
The comparative psychology of consumers is based on their recognition of their own class, identity and status, so as to choose their own class as a reference and express their consumption behavior.
Compared with showing off, consumers' comparison psychology cares more about "having"-you have what I have.
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