Five sales strategies affecting consumers' buying behavior

Five sales strategies that affect consumers' buying behavior

A successful salesperson will always have a unique set of sales strategies. Next, I will introduce five sales strategies that affect consumers' buying behavior. Everyone should learn and apply them!

1. Playing the emotional card

Research shows that emotional and psychological demands can arouse consumers' * * voices more than the characteristics and functions of products themselves. In advertising copy, telling consumers what benefits they can get (which often has some psychological elements) is usually better than introducing product features. For example, telling consumers how the new computer will improve their quality of life is often much more effective than explaining how it works.

salespeople have understood the influence of emotional appeal for a long time. In the 18th century, when Anchor Brewery was auctioning, the auctioneer said:? We're not here to sell boilers and barrels. We're selling the potential to get rich that you never dreamed of. ?

2. Highlight your shortcomings

Everyone knows that consumers usually don't believe in marketing slogans? The reason is quite good, because too many advertisements are not so reliable. Pointing out the shortcomings of your product is a way to enhance credibility.

One of the most famous examples is an advertisement of Volkswagen Beetle, whose headline is only one word:? Lemon (dark? . The text of the advertisement unfolded and wrote under a photo of Volkswagen:? This Volkswagen missed the boat. The chrome-plated strip on the glove box is scratched and must be replaced. You may not even notice this little flaw, but inspector Kurt? Lang Nuo found out. ? Then, the advertisement revolves around? Attention to detail? Expand. ? Lemon? Advertising has become a typical example of how to optimize reputation.

3. Relocate your competitors

In Positioning, Al? Reitz and Jack? Kuyt deeply explored the limited gap reserved for products and services in consumers' minds and the importance of positioning products and services in an ideal gap.

they also mentioned in the book? Repositioning changes the existing positioning of a product in the user's mind. Here is a famous example of repositioning competitors. Jif brand (translator's note: a peanut butter brand in the United States) played? Picky mom chooses Jif? Slogan, instantly reposition all competitors? Their products are only for mothers who don't care about their children's diet. The question is, which mother doesn't think she is a picky mommy?

4. Enhance exclusivity

? Self-esteem Near the top of Maslow's hierarchy of needs. People want to be valued, for example, they are members of a particular group. That's why advertising copywriters sometimes write like this: We don't serve everyone. ?

the recruitment slogan that the us marine corps has been using for years:? Elite. Proud. ? It was very successful. Perhaps the most famous exclusive advertisement in modern times is the slogan of American Express: Members enjoy privileges. ? But if exclusivity is to be used to attract customers for a long time, marketers must do everything they promise. Empty promises often backfire.

5. Introducing Fear, Uncertainty and Doubt

Fear, uncertainty and doubt, referred to as FUBT, are common legal means for enterprises and organizations. It forces consumers to stop, think and change their behavior. FUD is extremely powerful, it can destroy all competitors.

at least one case did just that. In the 1964 presidential election, Lyndon? Johnson's opponent is Barry? Goldwald, who claimed that if Goldwald was elected president, it would increase the possibility of nuclear war, thus causing public panic. Advertising? Daisy? It was only played once, first there was a little girl, then there was a nuclear explosion, and at the same time there was an unknown voice-over from Linton. This is a bet. Create a world in which all God's children can live, or go into darkness. ? Johnson won 44 states and won an overwhelming victory with 61 votes in the general election. ;