How to use customer psychology for marketing?

Here, let’s talk about three common psychology among customers. They are herd mentality, vanity psychology and love of taking advantage. Although the customer’s heart is like the unpredictable weather, But there are still rules to follow. Mastering these three common psychology in advance will open the channel to the customer's heart, allowing us to adopt corresponding strategies to sell products to customers.

Okay, let’s talk about herd psychology first. American social psychologist Solomon Asch once conducted a famous experiment. He asked a subject to interact with The other five people sat together. Except for the subject, they were all Axi's assistants. Axi took two cards, one with only one line segment and the other with three line segments. Axi asked them to come Determining which of the three line segments is the same length as the line segment in the other card is normally a simple problem.

Asch asked everyone to take turns speaking out loud their judgments. In the previous sets of experiments, everyone gave the same correct answer, but in the later sets of experiments, the assistants deliberately Tell the wrong answer. At this time, the real person being tested becomes confused. Should he tell the answer according to what he thinks, or should he tell the same answer as them?

This experiment was conducted 18 times with 18 subjects. The experimental result was that 76% of the subjects made at least one conformity judgment, that is to say 76% of the people tested still followed others and gave wrong answers even though they knew the correct answer. Under normal circumstances, the probability of people being wrong is less than 1%.

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

For customers, they also have this herd mentality. When customers buy something, they cannot distinguish the quality and quality of the product based on their own experience and knowledge. When it comes to whether the function is good or bad, I will refer to the opinions of most people, as if everyone agrees that it is good. Even if the product I buy is not as good as I want, I will comfort myself. After all, most people are buying it, and it is not much different.

Because customers have this mentality, it will bring great convenience to sales staff. Sales staff can adopt some methods to attract customers to watch and create a lively atmosphere. With more customer traffic, they will have more customers. Lots of opportunities. The most common place for this sales method is in the commercial street. Many businesses use lottery draws and performances as gimmicks to actually sell goods. In fact, this sales method does have a great effect.

We must know that using herd mentality to sell is actually just a means. The most important thing is that the quality must be excellent. Merchants cannot deceive customers in order to increase turnover.

Next, let’s talk about the second psychology, vanity psychology. American psychologists Rosenthal and Jacobson once conducted such an experiment. They came to an elementary school and selected some students. Rosenthal gave the list to the principal and related students in an appreciative tone. Teacher, in fact, this list was randomly selected. Eight months later, when Rosenthal and his assistants re-examined the students in the school, they found that the selected students had greatly improved their scores and had lively and cheerful personalities. Have a strong thirst for knowledge and are more willing to deal with others. The effect produced by this experiment is called the "Rosenthal effect", also called the "Pygmalion effect".

This experiment tells us that praise has the power to change the behavior of others. When a person receives praise, he will be physically and mentally happy, self-identified, and full of honor. In order to meet other people's expectations of himself, he will not give up. When others are disappointed, he will work harder and be positive.

For customers, this kind of praise can also be used skillfully. Almost everyone has a seed of vanity in their heart. For customers, especially those with strong vanity, praise is sometimes even more valuable than the product. itself has greater value.

However, when selling, we must pay attention to the fact that praise cannot be made out of nothing, and must be based on facts, let alone praise everything. Excessive praise not only makes the praise cheap, but also makes customers disgusted. Therefore, the praise should be just right to satisfy the customer's vanity, so that sales will naturally increase.

Finally, let’s talk about the psychology of taking advantage. The psychology of taking advantage is universal. No matter you are poor or rich, people like high-quality and low-priced goods, and they like to use the least money to get the most. What we have to do is not to really make the product too cheap, after all, the cost is fixed, but to make the customer feel that he has taken advantage of it, so that the customer feels that the value he obtains is greater than or equal to the actual price of the product.

Our common activities of giving away gifts, discounts, and coupons are a means of selling by taking advantage of customers' love of taking advantage.

Regarding gifts, let’s take buying a mobile phone as an example. Nowadays, when you buy a mobile phone, you will often get a bunch of things as gifts, such as Bluetooth headsets, Bluetooth speakers, selfie sticks, and power banks. , etc., it will give you a great sense of satisfaction. You originally thought of buying a mobile phone, but you didn’t expect that you would get so many unexpected gifts. Discounts and coupons will make people feel that they are taking advantage of the product and purchasing the product for less than the actual price of the product. These are all methods of selling by taking advantage of customers' desire to take advantage.

However, these cheap-looking products are not really cheap. They just make customers feel that they are taking advantage. There is a Chinese saying that "the wool comes from the sheep." This means that although you get some benefits on the surface, in fact these benefits are already added to the price you pay. Therefore, as a customer, you should still be wary of these sales tactics creating the illusion of taking advantage of yourself. As a salesperson, although you can take advantage of customers' love of taking advantage to sell products, the most important thing is to ensure that the quality of your products can withstand the test of customers.

In addition to having products, businessmen must also grasp the psychology of consumers to sell their products. This is the basic skill of a salesperson. Similarly, if you want to truly sell a product, it is not enough to rely solely on excellent products. "The aroma of wine is not afraid of the depth of the alley" seems to be less easy to achieve in today's society. So, as a contemporary salesperson, how should we grasp the psychology of customers and sell products well?

In fact, in the sales process, the first thing that should be done is to study what customers really need, so as to take the customer's needs as the starting point and be more able to win the favor of customers. If you do not start from the customer's perspective, you will not understand. Customers need it, and even if it is hyped, it will be difficult for them to accept it. We must make the customer truly feel that we are serving him instead of taking money from his pocket. This will lower the customer's psychological defense against you and subconsciously accept you.

Corresponding preparations must be made according to the characteristics of the customer. Of course, the plan is not fixed and needs to be adjusted at any time as the environment and conditions change.

Sales promotion is not completed in one go. It often requires multiple communications with customers. During the communication, some sales promotions will fail and some will succeed. Therefore, we must make reasonable choices, some can be given up, some should continue to work hard, some are short-term customers, and some may not be successful temporarily, but as long as we build a good relationship, there is hope for success in the long run, so we cannot give up.

In fact, in the final analysis, sales must make use of the power of others. Relying on personal power alone is limited after all. Even if you can achieve success, it is still a limited success.

I hope my answer is helpful to you.

If you want to formulate a good marketing strategy, it is very important to understand consumer psychology, because it can provide a certain reference for marketing strategies. For the same brand, consumers have different perceptions. , the purchasing behavior is also different. Therefore, Guiyang Internet Marketing Lao Yuge reminds you that if you want to do a good job in Internet marketing, you should adopt different marketing strategies at different stages of consumer understanding.

1. Brand awareness stage

There are so many similar products, how can we make consumers choose your product from many products? This requires increasing the awareness of your product, which is the process of getting online shoppers to know your product from ignorance. To achieve this process, the most beneficial tool is online advertising, which has wide popularity and high exposure rate. Of course, you can also make customers aware of your brand through other methods, such as soft articles, blogs, Weibo, etc., but the effect will be very slow, so the best way to deepen consumers' memory is to invest in advertising.

2. The stage of winning customer trust

Customers who know your brand may not necessarily buy it. To make customers actually make a purchase, it is necessary to Check whether there is a certain degree of trust in your brand. This is the decisive factor in making a purchase. Usually, customers need to learn about a certain brand through the following three channels:

1. View related information through the Internet Information, if you get praise from the brand or positive information from the company, you are more likely to buy, and vice versa.

2. Call and communicate with brand service personnel. If the customer can be satisfied and reassured during the communication, it can often determine whether he will ultimately purchase.

3. Consult the people around you to find out how the company's service quality is. If there are more positive reviews, the possibility of closing a deal is greater. If you feel like being cheated, it is often difficult to close the deal.

3. Purchase decision-making stage

Customers recognize your brand very much, and it has a good impact on the company, but in the end there is no transaction, often because of the price influence of factors. When a customer thinks your brand is trustworthy, he or she will also consider whether the price of the brand's products is within his or her affordability range.

Another thing is to look at the prices of competing brands that are equivalent to your own brand. Guiyang Internet Marketing Lao Yuge reminds that if you have a slight advantage in pricing, it will be easy for customers to make a purchase decision. If the price is high for competing brands, you should use promotional strategies to highlight the price advantage in disguise.

4. Post-purchase experience stage

Don’t think that everything will be fine after the customer pays the money and completes the transaction. You must know that after-sales service is for the customer to decide One of the important factors for people who buy your product again to give your product a favorable review. After the sale is completed, you should also conduct a return visit to understand the customer's satisfaction with the product and help the customer solve some questions, so as to retain the customer.

1 Price range. If you want to get a good marketing effect, you need to sell some low-cost goods through discounts. The price should not exceed one hundred yuan. Because this price range is acceptable to many customers, it is also a price range recognized by customers.

2

Giveaway Strategy. You can implement a gift strategy when selling goods, and use this strategy to make customers feel the benefits and temptations. Make customers unable to resist such an impulse to consume. At least, you have let many customers know this kind of information and made the most important advertisement for your products.

3

Shelves. Because you appear as a bargain, your shelves should not be too high-end. Use some of the most ordinary shelves to display such goods. Such goods are easier to gain the trust of customers, and such goods are more likely to arouse the temptation of price-sensitive customers.

4

Set off. If you want to focus on selling some discounted goods, you must use other expensive goods as a foil to reflect the cost-effectiveness of the goods. This foil is in the same store. The display of these expensive goods is not for sales. It is to make the discounted goods better sold.

5

Store promotion. You can use slogans all over the sky to show the effect of crazy discounts. You can even decorate a few of them in the store, making the discounts for decoration real and credible. It is also a useful promotional tool.

6

A combination of true and false.

You can conduct real discounts for a period of time first, and then conduct mixed real and fake discounts, 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 buy more. Continue to enjoy the benefits.

Doing business is actually a process of falling in love, allowing users to find you, understand you, and fall in love with you. Some people say that this is obviously just standing up and talking without pain in the back, 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 purchasing decision. As a seller, you should understand what consumers are thinking. This article analyzes ten different psychology of consumers when consuming.

There is a saying among Chinese people: Giving face to others is giving yourself face. Whether it is a store on Taobao or an independent website, where is your face? It depends on whether the overall layout and overall style of your store can match your overall image (prominent head), content (wearing brand names), and service (social etiquette). These are all about your face, so you should These are done.

First of all, we need to analyze the consumer profile in order to achieve the appropriate communication etiquette. According to some observations in daily sales, the following roles will appear when customers buy a product

1. Advocate: The initiator of product purchase, his face is that I recommend it, it must be good , how can you induce others to recommend your product? This is a situation

2. Decision-maker: Is it the head of the house, a man or a woman? Or should parents be in charge or should they be in charge? These can all be discovered during the consultation process, and both men and women’s face, parents’ face, and their own face need to be taken into consideration.

3. Influencers: People who often make trouble and complain. Try to minimize the influence of influencers, and the company will take the initiative to influence them.

4. Users: People who can ask questions about various doubts and details that they don’t understand.

5. Followers: People who will buy and use the product themselves after seeing others buy it, and they can also say good things about it.

Because Chinese people attach great importance to face, half of the products will be sold if face is achieved.

Chinese people like to be lively. How to enhance the atmosphere online is to use numbers to illustrate, so as to achieve the purpose of following the herd. For example, why every store in Taobao Mall has to make popular products is to arouse the herd mentality of customers.

What is authority? National brand, certified, authorized abroad, mentioned by media experts.

The first is the authoritative appraisal. Whether it is authoritative or not, you must look down, that is the opportunity. For example, a simple scraping board will have five types of certifications, which are just testing certifications, and there can be more: such as expert opinions, celebrity opinions, famous person examples, etc.

Remember, it means taking advantage and selling things at a low price. Instead, he said that if he packed a 10-yuan item that was worth 100 yuan, he would be given a 50-yuan discount, making him feel like he was enjoying a 50% discount. Some people may ask, don’t consumers have the ability to evaluate?

By adding additional selling points, the product is unique to you, there is no comparability, and the price is not transparent. Refining the following aspects for product sellers:

1. The product itself;

2. The strength of the company;

3. The production process;

5. Newspaper and media reports;

6. Relevant certifications;

7. History and culture related to tradition.

No matter how there is no added value in discovering product selling points, hype is still adding added value.

This psychology is difficult to grasp, or it is called regret psychology. What should I do if I feel that it is not worth it after buying it? Mainly rely on value-added services. When making products, you must be targeted, especially single products with relatively high sales (returns and exchanges guaranteed). Also, within a specified period of time, once the items are sold out, they will be gone. If used better, activities can be developed based on the data.

Sixth: Price Psychology

This is the art of pricing. Pay attention to "taking the middle line as the baseline", it can go up or down. When the price rises, it should be emphasized that the goods are good for what they are worth, but not cheap. When the prices are falling, it should be emphasized that the goods are good and good at low prices. The quality does not decrease when the price decreases, and the service is still guaranteed.

In the case of product homogeneity, its added value is indeed the focus of sales. For consumers, while valuing a product, they pay more attention to its added value. For now, in addition to the reputation, glory and confidence it brings to customers, the added value is more after-sales service.

List out the capital that allows customers to show off. Your capital to show off is also the capital for customers to show off. Customers don’t know where to show off, so you have to teach them.

We are all ordinary people who all have dreams of becoming stars. You need to inspire his potential. How can people consume it and still become the focus of other people's attention? Two words: share. The first one in this area of ??website is Fanke. The focus can be on Fanke Master.

The so-called comparison mentality is actually comparing with the people around you. When you sell products, you should have a comparison mentality. My products are more expensive than others, but the ones I have are better. . In other words, my home is cheap because it is cost-effective. There are reasons why it is expensive, and there are benefits of being cheap.

Everyone is lazy, and e-commerce is particularly important. Therefore, e-commerce purchases must be simple, payment must be simple, and returns must be simple, so this is why we have cash on delivery | payment, and you can try on clothes. If it doesn’t fit, just return it for free, etc.

Customer thinking is also the customer’s pain points. If you can detect it, the opportunity has arrived