Terminal visualization is important, but what if consumers still don't buy? In response to this question, the author writes this article to give everyone an answer.
Start Small Consumers like cheap or free small gifts. Although giving small gifts to consumers is not a novel technique, it is still quite effective in attracting them.
Inspire Customer Needs Customers only take purchasing action when they realize they need a certain product. Sometimes their needs are implicit, and customers are unclear about their own needs. You need to help customers recognize their needs, guide them to buy, or provide them with reasons to buy. The reasons should be chosen based on the customer's temperament, status, ability, etc. Only convincing reasons can close the deal. For example, buy a pen and get a nib and spare nibs.
Skillful Concessions Concessions are necessary in business negotiations. When both sides are deadlocked, temporarily stepping back can protect the overall situation and leave room for the next step to facilitate a deal. Concessions are also a form of guidance, ensuring they are beneficial to the final transaction. (1) Tight first, then loose (2) Additional compensation - buy one get one free (3) Avoid the substantive and attack the trivial - temporarily withhold one or two preferential services (4) Willing promises - do not issue empty promises
Intentional Guidance Intentional guidance is to create an imagination in the customer's mind and make that imagination helpful to the success of the transaction. All actions in intentional guidance are arranged by you, but in the customer's view, everything is designed by themselves, and until the transaction is successful, they think they have taken advantage. From the beginning, make conscious hints to the customer - such as "If you wear these glasses, you will definitely have a distinctive temperament." (Subconscious acceptance) Give the customer time to consider; do not rush for success.
Break Down into Parts Customers often hesitate in their purchase decisions, especially when buying expensive items, which can cause significant psychological pressure. This pressure has a negative effect on the customer's decision-making. At this point, you can turn the overall decision into dispersed individual decisions, first win partial agreement, let the customer make decisions piece by piece, and when the weight of individual decisions is enough to overcome hesitation, finally synthesize the overall decision to facilitate the purchase decision.
Create Urgency (1) Special supply (2) Limited quantity (3) Special offers (4) Prices are about to rise (5) Fill the store with an auction-like atmosphere (6) Queue up and wait (7) Big sale (8) Sold out
Leverage the Psychology of Hard-to-Get People always think that fruits out of reach are sweeter, and things that are hard to come by have great allure. Steps: first create interest, then make it not easily obtainable, and the desire will arise, and the guidance effect will be achieved.
Leverage the Psychology of Fear of Loss Customers are mostly hesitant when considering their purchase behavior. They worry about whether it is a good deal if they buy, and fear missing the opportunity if they don't. In this situation, you can tell them that if they don't make up their minds, they might lose a good opportunity.
Leverage the Psychology of Conformity People's purchasing behavior is not only influenced by their own concepts but also by social environmental factors, showing varying degrees of conformity. For example: "This style is particularly popular this year and sells very well; this color is matched several times a day..." Generally, customers are skeptical of new products and dare not buy easily, but they trust items that others use well. Using a group of customers who have already made purchases to attract another group of potential customers undoubtedly increases the persuasiveness of the sales argument. It is best to show physical proof to customers at the sales site.
Step by Step This method is based on accurately grasping and utilizing the customer's words. When a customer comments on a transaction, the salesperson often uses this comment to trigger negotiation on another content, and so on, until the transaction is successful. If the customer has already proposed the conditions they need, the salesperson immediately takes over and agrees, and then it is not easy for them to go back on their word, because human psychology determines that doing so would cause them embarrassment.
Provide Choices This refers to the method by which the salesperson guides the customer to make a purchase decision within an effective range. Generally, the more choices provided to the customer, the harder it is for them to make up their mind, so two choices are usually best. The two-choice method includes: first, treat the customer as if they have already accepted your product or service, and second, use the "affirmative answer inquiry method" to ask the customer questions. When using this method to guide customers, seize the opportunity. When the customer shows purchase intention, immediately adopt this method to guide them. It can create an illusion and achieve an effect: the customer feels they have the initiative to choose, without a sense of being forced, which can reduce the psychological burden of purchase decisions and also help the salesperson act as a good advisor for the customer.
Demonstrate Usage The purpose is to help customers understand the true value of the product, give them a sense of security, and enhance their trust in the product, thereby making them voluntarily take purchasing action. Throughout the conversation, the salesperson should maintain a confident attitude, believe that the customer will buy, and not be discouraged. Guidance through demonstration of usage can make the customer's purchase decision based on true satisfaction, which strongly promotes repeat consumption.
Trigger Customer Emotions Material and spiritual needs are the basic content of people's life needs. We should stimulate customers to make them realize that getting a suitable pair of glasses not only brings great help to their life and study but also gives them extraordinary temperament. This way, we can stimulate the customer's needs from both material and spiritual aspects.
Assume the Deal This refers to the salesperson judging the customer's purchase intention based on their reaction, and on this basis, further discussing issues from the perspective of the customer's purchase, guiding the customer's thinking towards the transaction. When guiding customers with the assumption of a deal, do not talk about the sensitive topic of "whether to buy or not," reducing the psychological pressure of the purchase decision, and naturally transition to the substantive issue of closing the deal in a covert way. When using this method, try to create a harmonious and融洽 conversation atmosphere, pay attention to observing the customer's purchase psychology changes, capture the customer's closing signals, and guide the completion of the transaction. If the customer is not very interested in the product or has many concerns, do not blindly use this method.
Provocation Method When the salesperson is in the final stage of sales, and the product introduction or objection handling has been completed, but the customer still cannot make up their mind, what should be done? Everyone has self-esteem. Using the customer's self-esteem to prompt them to buy immediately can be very effective if used properly, but if handled improperly, it may ruin the entire transaction or even offend the customer. At this time, give the customer face. A smart salesperson will not force the customer to answer questions like "Have you made up your mind?" or "Are you buying or not?" Even though customers have seen the benefits and advantages of the product, some are still driven by self-esteem and unwilling to give up their original position. Design the questioning method well, strive for the customer to make concessions on details, which can give the customer psychological comfort and guide the customer to adopt a cooperative attitude.
Let Go to Catch Customers usually hesitate when deciding to buy. At this time, someone needs to provide them with enough information, and the salesperson should play this role. For high-priced items, the salesperson should explain as attentively as possible, making the customer feel that you "treat the customer as the priority" and that they deserve this service. Then use the method of letting go to catch: say to the customer, "I have introduced everything; the rest is up to you to decide."
Pressure Method Make the customer feel that this pressure is caused by themselves, not by the salesperson. For example: "If you think our profit is greater than other stores, then you might as well give us money to support our larger-scale construction; I think such an expensive item may not be suitable for you. Look at cheaper ones; maybe they are more suitable for you."
Cold Indifference Method This is suitable for customers who think they know everything and can do everything. Their performance often makes you embarrassed. In their view, they don't need any salesperson to buy the best products and don't need to deal with you at all. First, use a cold attitude to suppress their arrogance. When talking with them, you can show a polite attitude, but this politeness contains an indifference to whether the deal is made or not, as if you don't care about it at all. This will instead arouse their curiosity.
"Lose Big for Small" Reasoning Method This refers to the salesperson using reasoning to explain the extra benefits the customer can obtain by purchasing a certain product. During the sales process, generally start from the negative results, that is, emphasize that if the customer does not buy this product, they may save a small cost of buying the product but lose a greater benefit.
Feign Defeat to Seek Advice This method starts from utilizing the customer's vanity or catering to their psychology of "liking to teach others." Your performance elevates them, treating them as experts or teachers in this field, giving them a sense of being an important person, which often changes their original intention and makes them buy your product.
The above methods are the author's practical experience summary, but in specific application, they should not be mechanically copied. They should be flexibly applied according to specific scenarios to exert their due effect. As for guiding purchases for specific customers, the author will continue to discuss in subsequent articles.
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