Eight major sales skills and rhetoric in psychology

The task of sales rhetoric is actually to sell a way to symbolically satisfy people’s psychology. This need is often implicit. subconscious. Brilliant sales rhetoric is to target the subconscious mind of the target of persuasion and transform the subconscious mind 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. Salesmanship is actually a persuasive technique, a process in which salesmen convey information to make the other party change their point of view. How can we make the other party change his attitude? The most effective way is to grasp the other party's psychological needs and use the psychological needs to formulate persuasion strategies to change his attitude.

The Eight Major Sales Skills and Words of Psychology Chapter 1

The number one sales word: a sense of security

People always seek advantages and avoid disadvantages. Inner security is the most basic psychological need, and using a sense of security to persuade customers is the most commonly used sales technique. This kind of persuasion can be seen everywhere. For example, in insurance sales pitches, persuasion is basically based on safety and security. In car sales parlance, it is said that the safety system of this kind of car is very effective for protecting families while traveling, which is definitely a powerful argument for people who buy cars. For example, if you are selling a house, you may tell your clients that prices are rising, house prices are rising, and funds are shrinking, so it is not as safe as investing in a house. Another example is selling equipment. Buying this equipment can make the customer experience better and attract more customers. If you don’t buy it, your competitors will buy it and take away your customers!!

The opposite of a sense of security is fear. If a sense of security cannot impress the customer, then you might as well scare him with a sense of fear. Those who sell children's intellectual toys say that not letting children lose at the starting line is a kind of scare; asking customers to observe the mites in the skin to sell cosmetics is also a kind of scare; a Japanese insurance company salesman used a tape recorder to simulate the death of the dead to the underworld and the king of hell. The conversation about being punished for not buying insurance for his family was even more intimidating. Scare may be the most effective sales pitch.

The second most important sales technique: sense of value

Everyone wants to be recognized for their personal value. During the Wenchuan earthquake, some beggars took the initiative to donate money to the disaster area. In addition to their kindness, they probably also had a subconscious desire to be recognized by society. Grasping the sense of value is also a key point. To persuade you to buy insurance, you can say: "Buying insurance for your family means buying peace. This is your responsibility as a father and husband.", "After using this equipment, the company's work efficiency will be greatly improved, which shows that you, the equipment department, The director’s insight is great.” Selling a barbecue machine "When the husband comes back exhausted, how eager he is to eat a delicious meal. When the wife brings the delicious barbecue, how happy will the husband's heart be?" Haha, if you have a small mouth In this way, if my wife doesn't buy it, I would like to despise her.

The third most important sales technique: self-satisfaction

Self-satisfaction is a higher-level need than personal value. I am not only valuable, but also have my own style and characteristics. . This is also a persuasive point often used in sales pitches. Buying a car: "This car not only has good performance, but also has a unique model with smooth and distinctive lines. It is very suitable for a successful person like you." For the same reason of selling a barbecue machine, you can say: "When my husband and his friends come to the house When you make them the same barbecue as in a restaurant, you show your skills as a housewife." You can say to the director of the equipment department: "After using this equipment, the company can save money within a year. 20,000 yuan, and your efficiency will be greatly improved. Your boss and colleagues will praise you as an excellent director of the equipment department."

The fourth greatest sales pitch: love and affection

Needless to say, love is the greatest need and desire of human beings, and it should also be the persuasive point of sales rhetoric. Do you know who is the main audience for boxing matches in the West? According to surveys, they are older women. Don’t think that you don’t need love in old age. However, using love as the point of persuasion requires a strategy and cannot be explained in a straightforward manner, especially when the other party is a woman. If you, a young man, talk nonsense, you will either ask the other party to do it, or you will find the other person's boyfriend to do it. Damn it! We can't save you. .

You should be good at using language to arouse the other party's imagination. For example, if you are still selling a barbecue machine, you can say to her: "On my husband's birthday, use red candles and flowers to create a romantic and warm world for two people, serve a plate of barbecue, and the two of you will be happy." A glass of red wine, the two of you are drinking quietly. It will be such a happy feeling for your husband to taste the mouth-watering barbecue and look at you, a virtuous and beautiful person. ), let the wife imagine it. You can use such sales tactics and she still won't buy it. Tell me, and I despise her with you.

The fifth sales pitch: the sense of dominance

I make the decision in my life, and everyone wants to show their right to dominate. This sense of dominance is not only a sense of control over one's own life, but also a sense of confidence and security in life. This is an implicit need of people and also the persuasive point of sales rhetoric. I remember a very interesting sales case. One day, a gentleman led his wife to a jewelry store. The two of them browsed the dazzling array of jewelry. At this time, the lady screamed softly. It turned out that she found a very big jewelry store. diamond ring, very beautiful. After the two people admired this expensive diamond ring, the gentleman asked the price with a slightly embarrassed look on his face. All this was seen by the quietly observing salesman, who quoted the price very briskly. Then he said: "This diamond ring was once favored by the wife of the prime minister of a certain big country, but they didn't buy it because it was a bit expensive." "Really?" The gentleman's eyes immediately widened, "There is such a thing. ?" asked the gentleman. The salesperson briefly told the story of the day when the Prime Minister and his wife came to the store. The husband listened with great interest. The previous embarrassment on his face disappeared. He asked a few more questions and happily bought the diamond ring. The look on his face It's a proud look.

In many cases, people’s sense of power is manifested in their control of wealth. In this sales case, the salesman cleverly used sales language that satisfied the need for dominance, allowing the gentleman to buy a diamond ring that the Prime Minister’s wife could not afford.

The sixth greatest sales skill: a sense of roots

This is a relatively advanced psychological need, especially for middle-aged people who have achieved success and have experienced ups and downs. It is said that the sense of returning home is one of their pursuits. For them, this is a great sales pitch. This is a psychological need that is difficult to grasp. It is the kind of return to nature after experiencing prosperity, and the kind of down-to-earth mentality after vicissitudes of life. For example, when you buy a car, you can say: "This car is not expensive, but its performance is very good. Especially the car's appearance is elegant and simple, with simple and concise lines. It is just suitable for people like you who have experienced ups and downs."

The seventh sales skill: a sense of belonging

Everyone must have a sense of belonging, otherwise the heart may be in a state of panic. Who am I? What is my group? Which group should I belong to? This is what everyone needs to figure out in their lifetime. As a result, there are many labels such as successful people, fashionable young people, housewives, and petty bourgeoisie. People under each label must have a certain lifestyle, and the products they use and their consumption all show certain subcultural characteristics. Combining the product with this label and using the product as a symbol of the group it belongs to is the key point of sales rhetoric. For example, if you are buying a car, you can say to fashionable young people: "This car is fashionable and dynamic, and is the symbol of cool people." To successful people: "This car is generous, heroic, excellent in performance, and fast. It is the first choice of successful people. ". For housewives: "That car is easy to operate, safe and comfortable, and has a large trunk that is convenient for storing various things. It is suitable for shopping and transporting children. Housewives choose it."

Eighth. Big sales words: a sense of immortality

Although life will come to an end, no one will look forward to that day coming. Fear of death, fear of aging, fear of fading appearance, fear of eternal love, all these fears constitute people’s pursuit of immortality. Some people spend money to buy reputation, some people spend money to buy health, and some people spend money to buy appearance. Taking advantage of this demand, it is also a common method to use sales words to persuade customers. For example, in the promotion of nutritional products: "You should nourish the body as early as possible. If the body has been damaged or aged, it will be too late. This product can comprehensively regulate the body's mechanism and effectively slow down the aging of various organs. It can be used for a long time. , you will find that you become younger and look better."

When you connect the product with the immortality he pursues, your sales words will easily impress him.

The above introduces the eight most commonly used sales techniques. These sales techniques are all related to people’s needs. From this we can also see a truth. If you want to impress people, you must start from needs. Take action. The eight major sales skills and speech skills of psychology Part 2

The eight major skills of sales psychology are to master the eight psychology of customers: face psychology, herd mentality, respect for authority, love of taking advantage, fear of regret, psychological price, Show off mentality and comparison mentality.

1. Face psychology

Driven by face psychology, consumption will exceed or even greatly exceed one's purchasing or payment ability.

Marketers can take advantage of consumers’ face psychology to find markets, obtain premiums, and achieve sales.

2. Herd mentality

Conformity refers to the phenomenon that personal ideas and behaviors tend to be consistent with those of the majority due to guidance or pressure from the group.

Consumers will show a tendency to follow the herd in many purchasing decisions.

For example, when shopping, you like to go to stores with a lot of people; when choosing brands, you prefer those brands with high market shares; when choosing tourist spots, you prefer hot cities and hot routes.

3. Respecting authority

Consumers respect authority. In terms of consumption patterns, the emotional component of decision-making far exceeds the rational component.

This kind of admiration for authority often leads consumers to choose the products consumed by the authority for no reason, and then personifies the consumer object, thereby achieving the best-selling of the product.

4. Love to take advantage

"Taking advantage" is different from "taking advantage".

If you buy something worth 50 yuan for 50 yuan, that is called a bargain; if you buy something worth 100 yuan for 50 yuan, that is called taking advantage.

Chinese people often talk about "good quality and low price". In fact, real good quality and low price almost do not exist. They are all high quality and low price in the psychological sense.

5. Fear of regret

Everyone has a sense of fear when making a decision. He is afraid of making the wrong decision and that the money he spends is wrong.

According to what Mr. Lu Taihong mentioned, it is post-purchase conflict. The so-called post-purchase conflict refers to the discordant negative psychological emotions such as doubt, uneasiness, and regret that appear after consumers purchase, and behaviors that cause dissatisfaction. .

6. Psychological price

Any type of product has a "psychological price". A price higher than the "psychological price" is beyond the budget range of most users, and a price lower than the "psychological price" is beyond the budget range of most users. "Psychological price" will make users question the quality of the product.

Therefore, understanding the psychological price of consumers can help marketers set appropriate prices for products and help salespeople achieve product sales.

7. Show off mentality

Consumers show off psychology, when it comes to consumer goods, it is mostly reflected in the fact that the psychological component that the product brings to consumers far exceeds the practical component.

It is this psychology of showing off, high-end market, and the use of psychology of showing off at the same time, which helps to gain market share when domestic companies generally lack core technologies. This is particularly obvious in fashion products.

8. Comparison psychology

Consumers’ comparison psychology is based on consumers’ recognition of their class, identity and status, so they choose their class group as a reference to perform. consumption behavior.

Compared with showing off, consumers’ comparison mentality cares more about “having”—you have it and I have it. ;