What are the characteristics of psychological tricks

Sales Psychology: These 5 Tricks You Should Know

Do you think you would always make your purchasing decisions completely objectively and unaffected by the behavior of others? Unfortunately, no. The Sales psychology knows various psychological tricks that she makes use of. It is less about disreputable methods. Rather, the knowledge in sales psychology is based on typical human behavior, which can often be justified psychologically and biologically. We explain what it's all about and show you the most common tricks ...

➠ Content: This is what awaits you

➠ Content: This is what awaits you

What is sales psychology?

As a sub-area of ​​market psychology, sales psychology examines the question of how it can induce potential customers to buy more or a certain product. That's where you come from human behavior benefit. We have to make countless decisions every day.

If each had to be carefully weighed up, our capacities would be overwhelmed. The brain remedies this by dealing with recurring questions and problems Abbreviations developed. Complex things are simplified and put in thought drawers - so we can open the required drawer if necessary and save energy and time.

These thought drawers are based on recurring patterns of actionwho knows sales psychology and knows how to stand up for himself. Presumably some are now thinking of manipulation. A self-respecting seller or dealer will influence the setting for purchase decisions in his favor.

However, it is also clear that the product has to deliver what it promises - otherwise it will with the Customer satisfaction and customer loyalty difficult. Customers who are disappointed with the product lead to negative reviews and these can be tough: negative experiences are passed on up to four times more often than positive ones.

The starting point is the human being

The starting point for all considerations is always the customer as a person. And they don't buy a product to do the sales person a favor. He wants to be wooed and convinced of something, which is why sales employees need a high level of empathy and linguistic skills in addition to their specialist knowledge.

A common mistake is that Change of perspective not completed. An example of this is a salesperson who asks during the acquisition process: “I have product A here, which I would like to introduce to you. How can I convince you that you need this product? "

It would make sense to consider sales pitches Part of social interaction to understand. You wouldn't just talk about yourself all the time to a friend or colleague. Rather, you would ask the other person to reveal something about yourself.

Successful interaction moves the Focus on the customer. Instead of “I” comes “you”. In relation to the product, the sentence should be: "What properties do you want from this product?"

5 sales psychology tricks you should know

  • The trick with the contrast

    Sales psychology likes to work with contrasts. The trick is that we judge things differently against the background of other things. Suppose you want to buy a product and you can choose between three different versions in three price ranges: 50, 70 and 100 euros.

    Actually, your personal limit was 60 euros and the cheapest version would be in the budget. 100 euros are out of the question, but the 70 euros do not seem so expensive in comparison - and are “only” ten euros above the targeted price.

  • The trick with the expertise

    When a customer makes a new purchase and wants advice, they want to feel that the seller is an expert in their field. He has to know more than the potential customer and have to convey it. Clothing and behavior are old hats. Just as doctors wear white coats, there is work clothing or a dress code for salespeople. At the same time, a certain occurrence is required

    Would someone be able to sell you a flat screen TV for 1,000 euros in sweatpants with their hands in their pockets or with poor language and a lowered view? Probably not. If you meet the same person with confident posture in a neat suit, provide you with detailed technical knowledge and have a winning smile on their faces, then the whole thing will probably look different.

    The self-confidence and seriousness of this person makes a customer much more likely to come to the conclusion that the seller has an idea of ​​the subject matter and thus has a strong influence on the purchase decision.

  • The trick with the shortage

    Get it now! Only today! A classic in sales psychology is working with shortages. Many people already know about this typical trick - and yet it works again and again. The principle behind this is everyone's wish not to miss any favorable opportunity. Especially when, for example, something is offered at an introductory price that is significantly more expensive for sale after this promotion.

    Online retailers also make use of the same principle, who from time to time issue vouchers with order codes that give you, for example, a 20 percent discount or save on delivery costs - but only if you shop up to a certain point in time, after which the offer is gone.

  • The trick with imitation

    Certain nerve cells are active in us humans without our being aware of it. These ensure that we partially imitate the behavior of other people. We can empathize with their feelings and adapt our body language. Mirror neurons are responsible for this.

    If an attractive person is sitting across from you who is yawning, you will involuntarily have the urge to yawn. Good salespeople imitate as far as they can. This can mean that similar hobbies or interests are alluded to, a similar posture is adopted. At this point, sales psychology works with the old principle of “like and like to join”. Because whoever is similar to us is sympathetic to us. Or interpreted in evolutionary terms: we don't need to be afraid of that.

  • The trick with reciprocity

    Sales psychology knows: If someone does something good for us, we are happy to return the favor. There is nothing else behind the popular children's sausage at the sausage counter. Or small samples in the pedestrian zone. If the customer receives something for free, he is generally more inclined to purchase the product. This phenomenon works in all cultures and reflects the inner need not to take advantage of other people - a kind of quid pro pro, like you me, so I you.

    Interestingly, it also works in situations where the customer initially declines something. For example, your telephone company may make you an offer that does not meet your expectations. You refuse and receive a new offer that better suits your needs. However, very likely on terms that you would have received anyway. But because of the previous rejection, you got the feeling that this time you had to be grateful, so to speak.

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December 8, 2020Author: Anja Rassek

Anja Rassek studied, among other things, German at the WWU in Münster. She worked for community radio and a publisher. Here she devotes herself to topics relating to the office, everyday work and studies.

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