How to use customer psychology to do marketing?

Here, let's talk about three common psychology among customers, namely conformity psychology, vanity psychology and taking advantage of love psychology. Although the customer's heart is like unpredictable weather, there are still rules to follow. Mastering these three kinds of common psychology in advance will open a channel to customers' hearts for us, so as to adopt corresponding strategies to sell goods to customers.

Ok, let's talk about herd mentality first. American social psychologist Solomon Ashe once did a famous experiment. He sat one subject with five other people. Except this subject, everyone else is ASHI's assistant. Ash took two cards, one with only one line segment and the other with three lines. Ash asked them to judge which of the three lines is which one in the other card.

Ash asked everyone to take turns to speak out their judgments loudly. In the previous experiment, everyone gave the same correct answer, but in the later experiment, the assistants deliberately gave the wrong answer. At this time, the real subjects began to be confused. Do you want to tell the answer according to your heart or tell the same answer as them?

This experiment was conducted 18 times, and the subjects were 18 people. The experimental results show that 76% of the subjects made at least one herd judgment, that is, 76% of the subjects gave the wrong answer together with others even if they knew the correct answer. In general, the probability of people making wrong judgments is less than.

This experiment shows that when a person is influenced by the behavior of the outside crowd, he will go with the flow and make the same choice as most people. This herd mentality is a common psychological phenomenon of individuals.

For customers, they also have this herd mentality. When customers can't distinguish the quality and function of goods according to their own experience and knowledge, they will refer to the opinions of most people as if they are recognized as good. Even if the goods you buy are not as good as your wishes, you will comfort yourself. After all, most people buy it, and the difference is not big.

Because customers have this kind of psychology, it will bring great convenience to sales staff. Salespeople can take some measures to attract customers to watch and create an active atmosphere. The more customer traffic, the more opportunities. The most common place for this kind of sales is in the commercial street. Many businesses use lottery and performance programs as gimmicks, but they are actually selling goods. In fact, this sales method does have a great effect.

You know, using herd mentality to sell is actually just a means. The most important thing is that the quality should be excellent, and businesses should not deceive customers in order to increase turnover.

Let's talk about the second psychology, vanity psychology. American psychologists Rosenthal and Jacobson have done such an experiment. They came to a primary school and selected some students. Rosenthal handed the list to the headmaster and related teachers with appreciation. In fact, this list was chosen at random. Eight months later, when Rosenthal and his assistants re-examined the students in the school, they found that the selected students had made great progress in their grades. They were lively and cheerful, eager to learn and more willing to deal with people. The effect of this experiment is called "Rosenthal effect", also called "pygmalion effect".

This experiment tells us that praise has the power to change others' behavior. When a person receives praise, he will feel happy, self-identified and full of honor. In order to meet the expectations of others and not disappoint others, he will work harder and be positive.

For customers, we can also use this compliment skillfully. Almost everyone has a seed of vanity in his heart. For customers, especially those with strong vanity, praise is sometimes even more valuable than the goods themselves.

But when selling, we should pay attention to the fact that praise can't be made out of nothing, it must be based on facts, and we can't praise everything. Excessive praise not only makes praise cheap, but also makes customers disgusted, so praise should be just right to satisfy customers' vanity, so sales will naturally increase.

Finally, talk about the love psychology of taking advantage. The psychology of taking advantage of love is universal. Whether you are poor or rich, people like good quality and low price goods, and they all like to get the maximum value with the least money. What we need to do is not really to make the goods too cheap. After all, the cost is fixed, but to make customers feel that they have taken advantage of them and the value they get is greater than or equal to the actual price of the goods.

Our common activities, such as giving gifts, discounts, coupons, etc., are all means to make use of customers' psychology to sell.

Regarding gifts, let's take buying a mobile phone as an example. Nowadays, buying a mobile phone often gives you a bunch of things, such as Bluetooth headsets, Bluetooth speakers, selfie sticks, charging treasures and so on. It will give you great satisfaction. I thought of buying a mobile phone, but I didn't expect to receive so many unexpected gifts. Discounts and coupons will make people feel cheap and buy goods with less money than the actual price of the goods. These are all a means to take advantage of customers' psychology.

However, these seemingly cheap goods are not cheap. They just make customers feel that they are taking advantage. There is a saying in China that "the wool is on the sheep". It means that although some benefits have been obtained on the surface, in fact these benefits have been attached to the price they have paid. Therefore, as a customer, we should be wary of these sales methods to create an illusion of taking advantage of ourselves. As a salesman, although you can use customers' love to promote your products, the most important thing is to ensure that the quality of your products can stand the test of customers.

Businessmen should not only have goods, but also grasp the psychology of consumers to promote their own goods. This is the basic skill of salespeople. Similarly, to really sell products, it is not enough to rely solely on excellent products. In today's society, "the fragrance of wine is not afraid of the depth of the alley" seems to be more and more difficult to achieve. Then, as a contemporary salesperson, how to grasp the customer's psychology and sell the products well?

In fact, in the process of promotion, the first thing to do is to study what customers really need, so as to win the favor of customers based on their needs. If you don't start from the customer's point of view and don't understand their needs, it will be difficult for customers to accept it, even if it is hype. Be sure to let the customer really feel that we are serving him, not taking money from his pocket, which will reduce the customer's psychological defense against you and subconsciously accept you.

We should make corresponding preparations according to the characteristics of customers. Of course, the plan is not static, and it should be adjusted at any time with the changes of environment and conditions.

Sales promotion is not completed at one time, and it often needs to communicate with customers many times. In communication, some sales promotion will fail and some will succeed. So make a reasonable choice. Some can give up, some should continue to work hard, some are short-term customers, some are temporarily unsuccessful, but as long as the relationship is good, there is hope of success for a long time, and we cannot give up.

In fact, in the final analysis, sales should rely on the strength of others, and relying solely on personal strength is limited. Even if it can be successful, it is limited.

I hope my answer is helpful to you.

To make a good marketing strategy, it is very important to understand consumers' psychology, because it can provide some reference for marketing strategy. For the same brand, consumers have different perceptions and different buying behaviors. Therefore, the old fisherman of Guiyang network marketing suggested that in order to do network marketing well, different marketing strategies should be adopted at different stages of consumers' understanding.

First, the brand awareness stage

Similar products are dazzling, how can we let consumers choose your products from many products? This needs to improve the awareness of your products, that is, let online shoppers know your products from unknown to known. To realize this process, the most favorable tool is online advertising, which has a wide popularity and high exposure. Of course, you can also let customers know your brand through other ways, such as soft articles, blogs and Weibo, but the effect will be slow, so the best way to deepen consumers' memory is to advertise.

Second, the stage of winning the trust of customers

Customers know your brand and may not buy it. It depends on whether they have a certain degree of trust in your brand, which is the decisive factor in deciding to buy. Usually, customers need to know a brand through the following three channels:

1. Query related information through the Internet. If you get favorable comments from the brand or positive information from the enterprise, you are more likely to buy, and vice versa.

2. Call and communicate with brand service personnel. If you can make the customer feel satisfied and at ease in communication, you can often decide whether he will buy in the end.

3. Ask people around you to find out how the service quality of the enterprise is. If there are more favorable comments, the possibility of clinching a deal is greater. If you feel cheated, it is often difficult to make a deal.

Third, the purchase decision-making stage

Your brand is well recognized by customers and has a good influence on enterprises, but in the end, there is no deal, often because of price factors. When the customer thinks your brand is trustworthy, he should also consider whether the price of the brand product is within his tolerance.

Then there is the price of competitive brands that are comparable to independent brands. Lao Yuge, an online marketer in Guiyang, suggested that if there is a slight advantage in pricing, customers will easily make a purchase decision. For example, if the competitive brand is expensive, it should highlight the price advantage in disguise through the promotion strategy.

Fourth, the experience stage after purchase

Don't think that everything will be fine if the customer pays the money and completes the transaction. You should know that after-sales service is one of the important factors that make customers decide to buy your products again. After the sale is completed, we should pay a return visit to find out the customer's satisfaction with the product and help customers solve some problems, so as to retain customers.

1 price range. If you want to get good marketing effect, you must sell some low-priced goods at a discount, and the price should not exceed 100 yuan. Because this price range is acceptable to many customers, it is also the price range recognized by customers.

2

Gift strategy. You can carry out the gift strategy when selling goods, and let customers feel the benefits and temptations through this strategy. So that customers can't resist such consumption impulses. At least, you let many customers know such a message and made the most important advertisement for your product.

three

Shelves. Because you appear as a bargain, your shelves should not be too high-end. With some of the most common shelves to display, such goods are more likely to gain the trust of customers, and such goods are more likely to attract the interest of price-sensitive customers.

four

If you want to focus on selling some discounted goods, you must use other expensive goods as a foil to show the cost performance of the goods. This foil is in the same shop. These expensive goods are not displayed for sale, but to make the discounted goods sell better.

five

Shop promotion. Show the effect of crazy discount through slogans all over the sky, and even make a few to decorate in the storefront to make this decoration discount authentic. This is also a very useful means of publicity.

six

The combination of truth and falsehood. You can make a real discount for a period of time, and then make a mixed discount, so that these customers who have developed the habit of consuming low-priced goods can also buy goods that are not so cheap, or let them continue to enjoy discounts during the process of buying more.

Doing business is actually a process of falling in love, allowing users to find you, get to know you and fall in love with you. Some people say that this is obviously easier said than done, but in fact it is much more complicated to implement. The key point in this process is the user, as long as it is related to the user's psychology, it will affect their purchase decision. As a seller, you should know what consumers are thinking. This paper analyzes ten different psychology of consumers in consumption.

China has a saying: To give others face is to give yourself face. Where is your face? Is it a Taobao shop or an independent website? It depends on the overall layout and style of your store, whether it can match your overall image (highlighting the head-up view), content (wearing famous brands) and service (communication etiquette). These are all your faces, and you should do these things well.

First of all, analyze the consumption form to realize communication etiquette. According to some observations of daily sales, customers will have the following roles when buying a product.

1. Advocate: The initiator of product purchase, whose face is recommended by me, is definitely good. How can we get others to recommend your products? This is a situation.

2. Decision-maker: Is it the master, the man or the hostess? Are parents in charge or are they in charge? These can be found in the consultation process, and the faces of both men and women, parents' faces and their own faces need to be taken into account.

3. influencer: a person who often makes trouble and complains. Minimize the influence of the influencer, and the enterprise will take the initiative to influence him.

4. Users: people who ask questions about various details that are confusing and unknown.

5, followers: that is, after seeing others buy it, they buy it and use it, and they will say very good people.

Because China people attach great importance to face, the effort to save face is half done.

China people like to be lively. How to compare the atmosphere on the Internet and explain it with figures, so as to achieve the purpose of conformity. For example, why does Taobao Mall make explosions in every store, just to arouse the herd mentality of customers.

What is authority? Country name, certification, foreign authorization, mentioned by media experts.

First, the authoritative appraisal, the authority is not authoritative, definitely look down, that is the opportunity. For example, a simple scraping board will have five kinds of certifications, only the certification of detection nature, and there can be more: for example, experts say, stars say, celebrity examples and so on.

Remember, use psychology to sell things at a low price. Instead, things worth 10 yuan are packed on a scale worth 100 yuan, and he reduces the 50 yuan, which makes him feel that he enjoys a 50% discount. Some people may ask, do consumers have no ability to evaluate?

By adding extra selling points, the product is unique to you, so there is no comparability and the price is opaque. Refined product sellers are as follows:

1, the product itself;

2. Company strength;

3. Production process;

4. consumers;

5. Newspaper media reports;

6. Relevant certificates;

7. History and culture related to tradition.

The mining of product selling points, no matter how there is no added value, hype is also increasing added value.

This kind of psychology is not easy to grasp, or regret. What should I do if I feel worthless after buying it? Mainly rely on value-added services. When making products, it is necessary to be targeted, especially for single products with good sales (guaranteed to be returned). There is also a stipulation that within a certain period of time, it will be sold out. If you use it well, you can do activities according to the data.

Sixth: price psychology

This is the art of pricing. Pay attention to "taking the center line as the baseline", the upper layer can go up and the lower layer can go down. When the price rises, it should be emphasized that good products are not cheap, and when it falls, it should be emphasized that the price is good and cheap, the quality has not declined, and the service is still guaranteed.

In the case of product homogeneity, its added value is indeed the focus of sales. For consumers, while paying attention to products, they pay more attention to their added value. At present, the added value is not only the reputation, glory and self-confidence of customers, but also after-sales service.

List the capital that customers show off. The capital you show off is also the capital that customers show off. If customers don't know where to show off, you should teach them.

We are all ordinary people, and we all have dreams of becoming stars. You need to stimulate his potential. How do people consume it and become the focus of attention of others? Two words: share. The first step of this website is Vanke, and the focus can be Vanke Daren.

The so-called comparison psychology is actually to compare with people around you. When you sell products, you must have a comparative attitude. My home is more expensive than his, but what is expensive in my home is good. Or my house is cheap, that is, it is cost-effective, expensive and cheap.

Everyone is lazy and e-commerce is particularly important. Therefore, e-commerce purchases and returns are very simple, so as to achieve cash on delivery, try on clothes, return them directly if they don't fit, and return them for free.

Customer thinking is also a pain point for customers. You can see the opportunity is coming.