Sales psychology is what sales people should know. I have prepared Maslow's hierarchy of needs theory in sales psychology for you, hoping it will help you.
Sales psychology and Maslow's hierarchy of needs theory
Learning sales psychology means learning Maslow's hierarchy of needs, so what is Maslow's hierarchy of needs?
Maslow's hierarchy of needs theory
Maslow's hierarchy of needs theory tells us that people are mainly demand animals driven by the desire to meet certain needs. There is no end to human needs. When an individual meets one demand, another demand will arise.
Maslow's hierarchy of needs tells us that the needs pursued by human beings are universal, and these needs are hierarchical.
Maslow's hierarchy of needs tells us that human needs are divided into five levels: physiological needs, security needs, belonging and love needs, respect needs and self-realization needs, which are arranged from low level to high level. Physiological demand is the basic demand to maintain human survival, and it is the most primitive and basic demand of human beings. Such as clothing, food, shelter and transportation. After the physiological needs are met, people will have security needs, such as avoiding occupational diseases and accidents, getting rid of the threat of unemployment, and some social security needs. Further needs are social needs, such as satisfying a sense of belonging and hoping for friendship. Respect needs can be divided into internal respect and external respect. The former refers to the hope that you have strength, while the latter refers to the demand for status and prestige. The need for self-realization is the highest need of individuals, which requires the realization of personal ambitions and the display of talents. Maslow believes that the above five demands are rising step by step in order. After the needs of the next level are met, the pursuit of the needs of the next level becomes the driving force for action.
The above is the basic viewpoint of Maslow's hierarchy of needs theory, which is used in many places in sales psychology.
So what can we learn from Maslow's hierarchy of needs to improve marketing skills?
One is fishing in a pond with fish.
Sales psychology believes that Maslow's demand level determines everyone's buying behavior. For example, at the level of physiological needs, people are very concerned about living and food and clothing, while people with security needs are more concerned about insurance and stable employment; People at the level of love and belonging attach importance to cosmetics and fashion; For those who need respect, they pay attention to high-end clothing and jewelry; People who are in self-realization attach importance to interest, collection and buying books.
Sales psychology talked about effective demand, which requires us to find the right person when selling, and to share the same pond with the fish, but if we sell jewelry to people who live on wages, or sell cheap clothes to the rich, we will certainly get little.
The second is to use different bait for different fish.
Sales psychology believes that different people may buy the same product for different reasons, which requires you to use different sales techniques. For example, the promotion of microwave ovens, for customers with physiological needs, can emphasize that microwave ovens can do food well; For customers with safety requirements, it can be emphasized that microwave ovens are safer than other cookers; For customers who need love and belonging, you can introduce the characteristics of friends' parties and microwave ovens. For customers who need self-esteem, you can introduce "you are the first person among friends to use this luxury cooker." For customers who want to realize their own needs, microwave ovens can be introduced to help you realize your ideal of food.
Sales psychology believes that everyone has the motivation to buy, which is clearly explained by Maslow's hierarchy of needs theory.
Supplement: sales psychology Book Sharing
1, influence: Robert Ciodini.
Translation: Lu Jia. Publisher: Wanjuan Publishing Company.
The strongest, most shocking and complicated psychological bestseller in history. The bestsellers of Consumer Behavior and Applied Psychology topped the list.
Robert B. Cialdini Ayers (Robert B. Cialdini) is a world-famous authority on persuasion and influence. He received his Ph.D. and postdoctoral degrees from the University of North Carolina and Columbia University respectively, and devoted himself to the study of persuasion and obedience behavior for more than three years. He is currently a professor of psychology at Arizona State University.
2. priceless: insight into public psychology, playing price games.
Why do free chocolates drive us crazy? Why are the positions with higher prices more popular in Broadway theaters? Why does $654.38+$00,000 bring pleasure, and $4 million can be doubled? Why do you have to bid first and open your mouth when bargaining?
William poundstone tells us the answer: the price is just a collective illusion. In psychological experiments, people cannot accurately estimate the "fair price", but are strongly influenced by unconscious, irrational, political and other incorrect factors.
Marketing experts quickly applied these findings. The "price consultant" gives advice to retailers on how to persuade customers to pay more or less, and the negotiation coach also gives similar advice to help business people negotiate a deal. The brand-new price psychology requires merchants to design price tags, recipes, refunds and discounts, etc. It can be said that price is the most common invisible persuasion master.
3. Milk Coke Economics: Robert Frank.
The most interesting economics class. There are no difficult mathematical formulas, only interesting life examples. Robert solow, the Nobel laureate in economics, strongly recommends this book, which is suitable for everyone. Dangdang ranks first in the best-selling list, and the favorable rate of readers of similar books ranks first.
This is a book on "Natural History Economics", not an academic masterpiece, but a little wisdom in life. In fact, economics is vividly weaving all aspects of life, and everything around people can be solved by economic principles, which is natural history economics.
Robert frank, a natural history economist, believes that economics should be a social science rooted in experience and observation, not a hard science with mathematics as its core.
4. The tipping point: Malcolm Gladwell.
Our world seems to be solid, but in Gladwell's eyes, as long as you find that point and touch it gently, the world will move: a satisfied customer can make the newly opened restaurant full, a graffiti lover can set off a crime wave in the subway, and a smart guy's message opens the American Revolution-this seemingly insignificant point is a tipping point that no one can ignore.
The tipping point is a professional book about how to make products popular.
In the book, the phenomenon of product explosion and popularity is attributed to three modes: the law of personality, the law of adhesion factor and the law of environmental force.
The law of personality is the theoretical basis of circle marketing or narrow marketing. In the book, the author gives us detailed guidance on how to find communicators, experts and salesmen among the target customers-people with extraordinary interpersonal skills.
Attachment factor solves the problem of how the project should convey information. Attachment factor first tells us that we should extract high-quality information from many selling points and find a simple information packaging method to make information irresistible.
The law of environmental force is aimed at the question of whether the information expressed by customer perception and project expectation is highly consistent.
5. Weird behavior: predictable irrationality: Dan Ariely.
People's behaviors and decisions often deviate from rationality, which is far from perfect as you think!
We often act inexplicably in our lives. Will it really get out of control? Impulse is meaningless? The author of this book tells you: Wrong! There are economic forces behind all phenomena! Society is a laboratory, and real people are mice. This book hits the nail on the head and tells us why and how to change it in a relaxed and humorous way. He revealed and explained the reasons behind our incredible behavior better than all other economists.
Another interesting book about economic behavior. In addition, he also wrote Weird Behavior 2: Positive Forces of Irrationality.
6. The greatest salesman in the world: Og Mandino.
Every sales manager should read this book! This is a good book that should be carried with you. It seems that there is a mentor who guides, comforts and inspires you in morality, spirit and code of conduct. This is the source of your invincible strength.
This is a book with great influence all over the world, which is suitable for anyone with an additional layer to read. It inspires people, inspires fighting spirit and changes the fate of many people.
7. Selling Natural Tracy: 2 1 Lessons from Sales Masters: Natural Tracy.
He asked Bill Gates, Buffett, Dell and Jack Welch, the greatest CEO of the 20th century, to sit under the stage and listen carefully.
He has given lectures in more than 40 countries around the world and has more than10 million students and followers.
He was born in poverty, started as a cleaner, and through continuous efforts, he became an orator with the largest audience in the world, and also became an idol of global sales staff!
His success has effectively verified his outstanding ideas and innovative new marketing methods.
This is an important work of Born Tracy in the field of sales, which is highly respected in the field of western marketing. The 2 1 sales principle in the book has guided and is guiding millions of salespeople all over the world to make progress. Among them, the establishment of the mentality of pursuing Excellence, the belief of persevering in the end despite difficulties, and the careful preparation of every visit have been tested by salespeople of different products and countries in practice.
8. sales psychology: Born Tracy.
The goal of this book is to give readers a series of ideas, strategies and techniques that can be used immediately so that you can expand your sales performance very quickly and easily. You will learn how to make yourself and your sales career more successful than you think, and how to quadruple, triple or even quadruple your sales and personal income in a few months and weeks.
The strategies and skills you will learn from this book are no different from those on the treadmill. No one doubts whether these strategies and technologies are feasible. They are used by the highest-paid salespeople in all walks of life. They have been tested and proved. The more these methods are used, the more benefits will be gained and the better and faster the effect will be. By practicing the contents in the following chapters, you will become the top 10% salesperson in your industry and one of the highest paid people in the world.
Sales psychology, FBI negotiator: Dr. william horton.
At that time, Clinton and George H.W. Bush competed for the presidency. In the live debate, a lady asked: What will you do to help the poor?
George H.W. Bush's achievements are brilliant, and he has served as an important government official for many times, but he also lacks grassroots experience. On this issue, he chose to avoid. Clinton, who had no chance of winning at that time, chose to walk up to the lady, hold her hand and say, I can understand your feelings. My family is poor and my father is an alcoholic. I can feel your pain.
Because of these words, Clinton successfully promoted himself, won the support of a large number of people, and finally stood out in this presidential election.
It can be seen that there are two worlds in the negotiation, one is the real world and the other is the inner world. You must go into the customer's inner world, listen and understand him carefully, and know that what the customer wants is valuable to him. Dr. william horton, a negotiator with the Federal Bureau of Investigation, said: Only by meeting each other's needs can you meet your own needs.
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