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Taking advantage of small favors is a human trait; everyone hopes for a 'free lunch.' However, in many cases, further analysis reveals that this psychology is often not purely utilitarian but stems from the good mood people experience after getting a small perk. Therefore, in sales, we might as well satisfy customers' desire for bargains, making them happy to buy and enabling us to earn more.
Xiao Wang runs an electronics store. He put considerable thought into the store's layout. Besides various electronic products, his store displays all sorts of items: small household goods like cushions, children's toys like Ultraman, and many small crafts. The sheer number of items makes the store look cluttered, yet business is booming. Once, a customer came to buy an MP4 player. After bargaining for a while, the customer, feeling tired, sat down for a cup of tea. He found the tea exceptionally good and asked Xiao Wang, 'What tea leaves are in this cup?' Xiao Wang then generously gave the customer a pack of tea leaves. The customer, pleasantly surprised by this 'buy one get one free' gesture, felt he had gotten a bargain and paid promptly. In fact, Xiao Wang had stocked up on tea leaves in advance.
If customers come with children, there are even more items to give away. However, Xiao Wang doesn't proactively offer gifts; instead, he waits until a customer shows interest in a particular item and asks, then he 'generously' gives it away.
Indeed, many customers, after making a purchase, ask Xiao Wang why there are so many items in the store and whether they can get something as a gift. They feel that since they've made a big purchase, they deserve something extra. Xiao Wang capitalizes on this desire to get a bargain by not explicitly labeling items as gifts, but rather pretending to 'generously' give them away upon request. In this way, customers feel they've gotten a good deal.
In this case, Xiao Wang fills his store with various small items, fully exploiting customers' tendency to like bargains, making them close deals quickly and happily. Although customers get small perks, Xiao Wang's business thrives, yielding greater profits.
In actual sales, 'small bargains' such as discounts, free delivery, gifts, and additional services can bring joy to customers. If these no longer excite them, salespeople can prepare special offers or services to give customers an 'unexpected surprise.'
However, we may also encounter customers who, after getting a small bargain, push for more. When we notice this tendency, it's best to immediately curb their unrealistic expectations by saying, 'Company policy doesn't allow me to do that,' or explain why we can't lower the price or give freebies. Speak firmly but politely, helping customers understand our and the company's constraints.
It's crucial to make customers realize they've gotten a bargain; if they think it's their due, our efforts are wasted. Discount strategies shouldn't be too frequent, or customers won't see them as rare opportunities and won't appreciate them. To satisfy customers' desire for bargains, tailor the 'perks' to their preferences.
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