Managing The Psychological Accounts Of Customers

In the actual sale of terminal sales, salesmen, especially the buyers and promoters at the front-end line, have an instinctive fear of selling high priced goods. Afraid to recommend expensive products and high priced products will scare customers away from the store, not be able to clinch a deal, or lower the turnover rate. Generally speaking, a shopping guide or salesperson is used to introduce products that are relatively moderate in price and push up customers with relatively low customer resistance. They think the customer acceptance is relatively high, and it is easier to push and the turnover rate is high.

The evaluation criteria for terminal guides or promoters can sell high priced products and expensive products, and are excellent terminal personnel. Because selling high priced and expensive commodities is very beneficial to manufacturers, businesses, customers and shopping guides. Expensive products are generally good quality of the manufacturers, high allocation of products, the quality is sure to have a guarantee, the manufacturer's profit in the high-end products is generally relatively rich.

Two, businesses are selling expensive products and high-end products, and the profit margins are much larger than those of low price products. Moreover, the quality of high-end products is guaranteed, and the pressure on after-sales service is much smaller and much less. customer The satisfaction rate will also be high. Sale The more expensive the sale, the higher the Commission. This is a good situation of "four wins".

But the reality is that there will be very few excellent terminal staff who will push and sell high-end and high priced products. Terminals are flooded with this argument: "the price of this product is too high for customers to accept, and it is hard to sell". Is that really true?

In fact, expensive and cheap, for customers, is a relative. concept 。 There is a psychological account in the mind of customers, which is free and cheap in the psychological accounts of consumers. The expensive products can be sold as long as they are promoted and not expensive. Cheaper products will not be promoted, nor will they be sold. Give a few simple examples: Nike shoes are sold in the exclusive store, the price can be hundreds or even thousands, but the same shoes are priced at 20 yuan in the free market stall, and some people may be too expensive to sell.

A bag of the same instant noodles, put in the supermarket, the price is only three or four yuan, why put in a star rated hotel can be marked to 10 yuan, in the airport waiting hall to sell, it can be marked 20 yuan? In the early years of the southern China, a rare snow disaster, a pack of instant noodles sold to the sky price of 50 yuan, and people buy it? Visible, the price is expensive and cheap is relative, terminal personnel need to do is to manage the customer's "psychological account", to promote high-end, high-end, high priced products sales.