Many professional salespeople feel that the biggest, most headache and most difficult problem they face in actual sales is the price problem. So, why do sellers often encounter price problems in sales? Is money the decisive factor for buyers to buy? For this problem, the key is to correctly understand and understand two factors, one is cleanliness and the other is satisfaction.
Money is not the most important factor to motivate buyers to buy, and money is not enough to motivate buyers to generate strong purchasing power. Of course, buyers will be frustrated by paying too much, but only when they think others can get discounts or lower prices than them. Buyers' attitude towards price is obviously similar to their attitude towards cleanliness. People usually wash their hands only when they are dirty or habitual. What motivates people to wash their hands is only the desire to keep clean or habits, which is the same for price and purchase, so the price factor is also called the cleaning factor in psychology.
If money is not the main motivation of buyers, what is it? Psychology has confirmed through a large number of studies that buyers' motives for buying mostly come from their sense of accomplishment, satisfaction with their work, the challenge of the work itself, the responsibility they undertake, the possibility of personal development and the expectation of the future. This is called satisfaction factors in psychology, because they can promote satisfaction, while cleaning factors only work through the dissatisfaction they form.
Therefore, it is the most important skill to emphasize the buyer's sense of value after owning the product, rather than his perception of his own product, such as cost.
Suggest reading:
Behavioral Psychology (Academic Press, 2003). Recommended bibliography of Zhang Naiqi College/Eweditor/Uploadfile/200810309249872.xls.
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