Time is precious to each other, so being honest in sales will not waste time. Then we need to know the consumption characteristics of customers of different ages to help us sell. Let me give you a comprehensive understanding of customer psychology: the consumption characteristics of customers of different ages.

Customers of different ages have their own consumption characteristics. For example, young customers are curious, young customers are eager to buy, and middle-aged and old customers are more rational and loyal. Facing these consumers, we should treat them differently and not neglect them.

1. Consumer psychological characteristics of young customers

Juvenile customers refer to customers aged11-14. Adolescent customers have the following consumer psychological characteristics:

(1) is between curious children and adults.

(2) In the transitional stage from immaturity to maturity.

(3) like to compare with adults.

(4) The purchase behavior tends to be stable gradually, and it begins to show a certain purchase tendency.

(5) Gradually change from being influenced by family to being influenced by society, and be willing to accept social influence.

2. Consumption characteristics of young customers

(1) Keep up with the trend of the times

Young customers are rich, keen, imaginative and innovative, dare to break old traditional concepts and secular prejudices, accept new things easily and follow the trend of the times. Their purchase behavior tends to seek novelty and beauty, and they like to buy products with the characteristics of the times and show their modern lifestyle in order to win the recognition and envy of others. Therefore, salespeople need to try their best to introduce new products to them. A product with social popularity will arouse their great interest and desire to buy, and the purchase motivation will also be formed.

(2) A strong desire for purchasing power

Young customers have certain financial resources and purchasing experience, and have no heavy financial burden, so they buy a wide range of goods. All kinds of goods, whether high-end, low-end, ordinary and special, are the objects they buy. With the change of mass consumption concept from conservative to open, young people's sense of consumption times is getting stronger and stronger, which is manifested in the pursuit of modern lifestyle in aspects such as food, clothing, housing, transportation and learning. Therefore, any goods that can satisfy their consumption in this respect can arouse their interest and demand and promote their purchasing motivation.

(3) Consumption is often irrational.

On the one hand, the psychological characteristics of young people's consumption are decisive, quick and sensitive, on the other hand, they are also emotional impulse and rashness. Therefore, its purchase motivation has obvious impulsive characteristics. First, pay attention to the beauty and novelty of the goods, and then pay attention to the quality and price, instead of calmly analyzing the advantages and disadvantages of the goods. Many people judge the quality and advantages of goods by feeling and intuition, and form a tendency to like and dislike goods. So the motivation is random and fluctuating.

3. Consumption characteristics of middle-aged and elderly customers

(1) values comfort and convenience.

Compared with young people, the abilities of sight, hearing, taste, smell and touch of middle-aged and elderly people are obviously decreased, and they are slow to respond, have poor memory, have little sleep, are sensitive to external stimuli such as cold and heat, and are easily tired and bored, which makes their demand for consumer goods gradually concentrate on the goods they need and are most interested in. These commodities are mainly all kinds of commodities that can make up for some physical defects and deficiencies of the elderly, contribute to good health and bring more convenience and comfort to life. For example, nutritious and digestible food, various tonics, home treatment and health care equipment and various entertainment goods. The formation of purchase motivation often depends on the convenience and comfort brought by these goods.

(2) More rational and loyal

When shopping for goods, middle-aged and elderly people like to evaluate the quality of goods with past experience, and they have a deep memory of old brand goods and famous brand goods. The consumption habits developed for many years make the purchase motivation more rational and stable, and it is not easy to be disturbed by external factors or moved by certain characteristics of goods. It is a comprehensive evaluation, which comprehensively analyzes the advantages and disadvantages of goods and then makes a purchase decision. Once the motivation is formed, it will not change easily, and sooner or later it will always lead to buying action.

(3) Strong financial resources, but sometimes it is difficult to convince the public.

Now most middle-aged and elderly people return to work after retirement, which greatly increases their economic income. In addition, China people have the habit of saving, and they have saved a sum of money by the time they retire, so they are not financially strapped. This enables them to buy anything that is beneficial to them. However, because most middle-aged and elderly people are accustomed to frugal life on the one hand, and have to leave some savings for emergencies on the other hand, sometimes their consumption desire is not very strong. At the same time, because middle-aged and elderly people are well-informed, they will not make a purchase decision because of impulse, so it is difficult to persuade. When meeting this kind of elderly customers, the salesman must be clear that age is not the main factor affecting his purchase, but whether he can meet the demand is the fundamental reason.

4. Consumption characteristics of male customers

(1) More confident, faster decision-making.

Men are good at controlling their emotions. When dealing with problems, they can calmly weigh all kinds of advantages and disadvantages and think from the overall situation. The characteristics of strong independence and self-esteem directly affect their psychological activities in the purchase process. Therefore, the formation of motivation is decisive and rapid, which can immediately lead to buying behavior. Even if it is a complicated situation, it can be dealt with decisively and make decisions quickly.

(2) the motivation is not strong, often passive.

Generally speaking, male customers' purchasing activities are far less frequent than those of women, and their purchasing motives are not as strong and passive as those of women. In most cases, the formation of purchase motivation is often due to external factors, such as the orders of family members, the entrustment of colleagues and friends, and the needs of work. And the initiative and flexibility of incentives are relatively poor.

(3) Reason is more than emotion.

The emotional changes of male customers are not as strong as those of women, they don't like association and fantasy, and their emotional color is relatively light. Therefore, when the motivation is formed, the stability is better and the purchase behavior is more regular. The obvious difference between male customers and women when buying some goods is that the decision-making process is not easily dominated by emotions. If buying a car, men mainly consider the performance, quality, brand, use effect, resale value, warranty period and so on. If the above conditions meet his requirements, he will make a purchase decision. Women, on the other hand, like to criticize the appearance style and color of cars from the emotional point of view, thus forming their own likes and dislikes for goods. In addition, male customers think that the characteristics of men are rough and powerful. Therefore, in the face of male customers, salespeople should grasp their psychology of being interested in goods with obvious male characteristics, and choose male logo goods such as cigarettes, wine and personal decorations to introduce them, so as to smoothly open up the situation and become friends with them, laying the foundation for future product introduction and promotion.

(4) Pay attention to simplicity and practicality.

Male customers pay more attention to the quality and practicality of goods. When purchasing, we pay more attention to rational purchase and meet our own needs. We don't pay much attention to whether the appearance of goods is fancy, pursue simple and bright style, pay attention to the use effect and overall quality of goods, and don't pay much attention to the details of goods.

(5) Pay attention to the product grade

Most male customers have a strong competitive psychology. When shopping, they pay great attention to the grade and taste of goods, but don't care about the value. Because male customers are competitive and eager for success, they like to buy high-grade goods when shopping, and are unwilling to bargain, for fear that others will say that they are stingy or the goods they buy are "not up to grade". According to the psychological characteristics of male customers, salespeople should pay special attention to the grade value of products when introducing them to them.

In a word, most male customers have rational shopping psychology. Rational shopping psychology refers to the shopping psychology that guides buying behavior with sober rationality. Customers who have this kind of shopping psychology have the desire and action to buy something only after some serious thinking. Of course, there are also many male customers who have the characteristics of blind consumption. Blind shopping psychology is a kind of shopping psychological state that has no clear purchase goal and blindly follows randomness. This kind of blind shopping psychology is easy to appear among impulsive, curious and vague customers. In terms of economic conditions, those customers who live relatively well are also prone to this kind of psychology. The blindness of male customers' demand is because the consumption demand of some customers is not formed by the actual needs of their own lives, but caused by external influences, so this customer demand is blind to some extent. Customers who have this kind of consumption psychology are mostly people who are rich in economy and meet their actual needs, but are curious, impulsive and pay attention to fashion.

5. Consumption characteristics of female customers

(1) has strong initiative and flexibility.

There are many reasons why women buy more. Some are forced by objective needs, such as housework, and some are to meet their own needs; Others regard goods as a kind of fun or pastime, so the purchase motivation has strong initiative and flexibility. The flexibility of motivation is often reflected in the purchase of specific goods. For example, when the store is out of stock, male customers often give up buying, while female customers will look for other suitable substitutes to complete the purchase.

(2) it has a strong emotional color

One of the psychological characteristics of women is rich and delicate feelings, intense emotional changes, full of fantasy and association, so the purchase motivation has a strong emotional color. If you see a product that can make your child smart and lively, you will immediately think of how cute your child will be if he does, which will lead to positive psychological activities, feelings of liking and liking, and promote the motivation to buy.

(3) The purchase motivation is easily influenced by external factors and has great fluctuation.

Women's buying motives fluctuate greatly. This is because women's psychological activities are easily influenced by various external factors, such as commodity advertisements, the situation at the purchase site, the service of salespeople and the views of other consumers. For example, in order to attract customers, many shops mark "goods for sale", "goods for sale" and "export for domestic sale" with eye-catching characters, which are often very attractive to women.

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First, sales psychology's book recommendation

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 is a world-famous authority on persuasion and influence research. 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 in the audience 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 principle of sales in the book has guided and is guiding millions of salespeople around 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.

Second, some knowledge of sales psychology.

1, which can help customers solve problems.

What the customer bought was not a drill, but a hole in the wall. You can help customers solve potential problems. What customers buy is not how beautiful your diamond is. Because customers need to drill holes in the wall. The exercise you provided can help him solve objective problems. Look at the essence through the phenomenon, what do customers really need, and what problems have customers solved behind buying from you?

Never make a fuss about products, but about problems. A memory training school, no matter how good his memory training method is, is his own business. What does it have to do with you? When you only introduce yourself unilaterally, I won't pay attention to you, I will only pay attention to what problems you can help me solve. If I were a student, I would only buy yours. The real reason is not your method, your service or your teacher ... What really works behind me is that you can help me recite words, ancient Chinese, history and mathematical formulas ... improve my academic performance ... be admitted to a key university ... have super powers, be envied by others ... and so on. Then, when enrolling students, it is obviously much easier to start with the real reasons behind it than to introduce your own methods. Think about it, what is the reason why customers buy you, and what is the real reason? What problems did you help him solve? List him, print it in your brochure and website ... make customers resonate with you, even wake up their sleeping needs ... Remember: always give customers what they want, never give yourself what you want.

2. You can make customers feel that they have great advantages.

Not everyone likes bargains, but everyone likes to take advantage. No matter what you buy, after the other party quotes the price, your first reaction is: "Can you make it cheaper?" Even if you buy 50 cents a catty of cabbage, your first reaction is: "Boss, can this cabbage be cheaper, 45 cents a catty?" Are you really short of these points or points? If you don't believe me, you can do a test and ask your wife or mother how much it costs to buy food at the vegetable market. The boss said that Chinese cabbage is X yuan (X yuan is in line with the local actual price). This natural reflection. This is called instinct, and this is called human nature. Since Pangu opened the sky, everything has changed since ancient times, and the only constant is human nature.

Everyone likes to take advantage of small things. No matter how rich he is now. If you can satisfy his psychology of taking advantage of small things, then the transaction will naturally come. Visiting JD.COM, the first reflection of impulse; Visiting the US Mission, the first embodiment of impulse; Visiting Tmall, the first reflection of impulse; When you visit every customer, the first thing you reflect is impulse ... Look at these big e-commerce, which one doesn't make you have an impulse and which one doesn't make you feel very cost-effective. Think about it, how can your products be bought by customers and how can you get a big bargain?

3. Let customers have a strong sense of mystery about you.

There is a chain store that opened in 2000 and spread all over the world, with thousands of products. It is absolutely standardized. Not only are all employees free, but they are more loyal than servants. Even their hairstyles have been uniform for thousands of years ... hehe. Yes, it's religion, belief and spiritual dependence ... it's just the surface ... the real mystery is behind it!

You may not understand what I said, but I'll put it another way for you now. Go back and realize that. For example, Liu Qian can do magic. Do you really want to know how he changed at every moment when he witnessed the miracle? Do you think it's amazing and incredible? If he appears on TV and just takes out props, you already know how magic changes. Will the same magic still attract you? Why are you full of mystery about him? That's because he has a mystery about you! For another example, I have counted the advertisements inserted in the TV series of Oriental TV, and there were 7 pages of advertisements inserted in the middle, of which 5 pages gave the words: new, brand-new or latest. If you don't believe me, you can turn on the TV and count for yourself. Why do these well-planned advertisements use this word makes you curious. Whether you have used this product before or not, you will be eager for new things. Curiosity leads to mystery.

In the marketing process, if you only show the customer five palms, the customer will feel mysterious about the remaining thirteen palms, because he doesn't know that if the first five palms are beneficial to the customer, he will be willing to pay for the remaining thirteen palms. In other words, if you show all the eighteen palms to the customer at once, at this time, the customer may not buy them from you, because he already knows.

You can help customers realize their dreams.

Each of us will have a dream in our hearts, dreaming of what will happen one day ... no matter who it is, there is ... if the first one above says: you can solve problems for customers. If we meet the actual needs of customers, then this one is the psychological needs of customers. In the process of realizing dreams, many milestones will be established. What you have to do is to clearly describe the blueprint and dream that customers yearn for, as well as the difficulties and solutions to realize each milestone in their dreams. The real marketing expert is to find the dreams and milestones of customers, find out what customers need and what customers really need, and then provide products and services according to their needs. Instead of blindly manufacturing products.

5. You are sincere.

If you compare marketing to a game, then sincerity is your first card and your last card. All emotional trust comes from sincerity, and no one will choose insecure people to buy it. Once you lose your sincerity, customers will lose trust in you and leave you.

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