Sales psychology-what are the six psychological effects? Let's study together. Sales is to attack the heart. There are no customers who don't want to buy, only sales that don't sell. Mastering the customer psychology and using the sales effect will make the transaction very simple.

1. spotlight effect: remember the customer's name.

Everyone likes to hear it, and thinks that the best sound is that others call their names. Psychologists believe that when people call their names, they will feel happy and satisfied inside. You can use this tool repeatedly in the sales process. Customers never tire of listening to it, which can also weaken their tension and ease the opposition of each other's opinions. At the same time, it will make customers feel that you are different. Motorola believes that if the company's service personnel can remember the names of old customers and call out their names immediately when they come again, it can effectively improve customer satisfaction.

In any language, the most exciting and important word for anyone is his name. How do you feel when you are walking in a strange crowd and someone suddenly calls you Bao Zi? Excited! If the person who can name you is someone who once sold you some kind of commercial crystal, it will not affect your happy mood at all, but will only deepen your impression of him. This sales technique is called registered sales method.

2. Compromise effect: refuse greed, and the water will flow forever.

In the process of sales, many people are short-sighted, only paying attention to immediate interests and ignoring long-term development; Others are far-sighted and pay more attention to long-term interests, even if they temporarily lose their immediate interests, they will not care too much. Salespeople, especially new salespeople, must take a long-term view in the negotiation, and don't lose the cooperation opportunities that may exist in the future for a little immediate benefit.

Sales and business are all for profit, but the ultimate goal is to make a profit, just don't want to lose big because of small. Therefore, salespeople must focus on long-term interests when negotiating, and don't lose long-term interests because of petty profits.

3. Emotional effect: melt the ice in customers' hearts with sincerity.

Dale Carnegie, a master of success, once said that if you want others to like you, you should first change your attitude towards people, relax, have a natural expression and smile, so that others will feel like you. "In the face of customers with cold expressions and indifferent hearts, any salesperson will have conflicts and conflicts in his heart, unwilling to say anything more and unwilling to deal with them more.

Sunshine can melt ice and snow, and enthusiasm can put out anger. The enthusiastic and sincere service attitude of sales staff will definitely drive away the grumpy psychology of customers. Sincere service will touch the hearts of customers and melt the ice in their hearts. Today, with the narrowing of commodity differences, service has increasingly become an important part of sales and the primary problem for customers to measure the cost performance of products. Whether you can influence customers' hearts and make them like your products depends on whether you can provide sincere service to customers.

4. Reciprocal effect: pay a little first and let the customer owe.

In real life, many people always have bad feelings about free goods or services and can't accept them with peace of mind. Instead, I am afraid that there is any "conspiracy" that cannot be discussed and suffers additional losses. This kind of worry is unreasonable. This is actually because there is an interactive force at work in people's minds. Because the other party has given you benefits, you feel that you should repay the other party with corresponding benefits. If you don't do this, you will feel uneasy inside.

Sales, in fact, is the psychological war and emotional war between sales staff and customers. How to win in this war, we should not only fight with wits, but also be good at occupying psychological advantages and convincing the other side. If you do each other a small favor and give them some zan beauty, when they owe you something, they will give you a certain return within their power, which will bring unexpected relief to sales.

5. Authority effect: Let customers trust you.

Authority effect, also known as authority implication effect, means that if a person has high status, prestige and respect, his words and deeds can easily attract the attention of others and convince them of its correctness. The prevalence of "authority effect" is firstly due to people's "security psychology", that is, people always think that authoritative figures are correct role models, and obeying them will make them feel safe and increase their safety factor. Secondly, people have "identity psychology", that is, people always think that the requirements of authoritative figures are in line with social norms, and if they do according to the requirements of authoritative figures, they will be praised and rewarded from all sides.

For salespeople, do everything possible to make customers trust you, because then you can give customers advice, and customers are willing to accept your advice, so it is easier for you to sell products to customers.

The trust here is that in the process of serving customers, you can make customers think of you first when making purchase decisions, and you are inseparable; Your advice to customers will be easily accepted by customers. In this way, customers will become your lifelong customers.

6. Scarcity effect: directly hit the customer's fear of missing out.

Generally speaking, customers only buy things when they need them. Therefore, if salespeople want customers to take the initiative to take out their wallets, they have to think for customers and stimulate their demand for products. This is the most effective method in sales.

And people's needs can be seen through observation, such as what kind of service customers want you to provide, what kind of products can arouse customers' interest and so on. So, as long as you pay attention to these, you can get closer to your customers.

Only when there is demand can there be action, which is the psychological portrayal of every customer. As a salesperson, what you have to do is to arouse customers' demand for your products and let them buy your products.

Sales psychology recommended books.

1, influence: Robert Ciodini.

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, rather than a hard science with mathematics as its core.

4. The tipping point: Malcolm Gladwell.

Our world looks 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 wave of crime in the subway, and the information conveyed by a clever guy 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.

;