How to improve the marketing effect

Learn to cater to customers' psychology and improve marketing effect. Below I sorted out how to cater to customers' psychology and improve marketing effect fo

Learn to cater to customers' psychology and improve marketing effect. Below I sorted out how to cater to customers' psychology and improve marketing effect for your reference.

In order to improve the effect of promotion, the commonly used skills are as follows:

Skills to improve sales promotion effect 1: emotional contact method

As the saying goes: "wine is less intimate, but half a sentence is more." If the emotional interests of customers are invested in the promotion activities, the psychological distance between the two sides will be reduced to the contradiction between buying and selling, and transformed into a friend relationship, the promotion activities will be much smoother. For example, Mr. WEPP of Fidelity Electric Company once went to Pennsylvania to sell electricity. When I saw a clean farmhouse that looked rich, I knocked at the door. However, when he just reported his identity to the old lady Brad, the head of the household, the door slammed and Mr. Whip knocked on the door again and again. The old lady responded with a series of curses. Mr. Whip changed his strategy. He said gently, "Mrs. Brad, I'm sorry to bother you." I'm not here for the power company today. I just heard that your eggs are good. I want to buy some. " The old lady opened the door again and began to check Mr. Whip. Mr. Weep went on to say, "How beautiful your chicken is. I haven't even seen it at home." You know, madam, it is better to use brown eggs than white eggs when making cakes. My wife is making a cake today, so I took the liberty of asking you for help. Hearing this, Grandmother Jia was beaming, and hurriedly invited Wei Pu to the yard. "。 Mr. Whip looked at the dairy farmers' facilities in the yard, and then continued, "Madam, I bet you earn more money by raising chickens than your husband does by raising cattle." When this was said, the old lady was elated, because for a long time, she was always proud of it, but her husband refused to admit that it was rare to meet this "bosom friend" today, so he took the initiative to warmly invite Mr. Whip to visit her farmhouse, introduce his experience in raising chickens and ask about the benefits of raising chickens with electricity. The more they talk, the more speculative they are. Two weeks later, WEPP received an application for electricity from the old lady of the company. Later, there were more and more orders for electricity in this village.

The second skill to improve the promotion effect: seeking advice and pleasing.

Applying this principle to marketing can not only effectively relieve the other party's psychological defense against sales promotion, but also enable the other party to reach a deal happily in the joy of satisfying their dazzling psychology as a friendly return to themselves. An example: Brocklein Hospital, the largest hospital in new york, is under construction, and it is ready to equip the best radiology department in the United States. Many X-ray manufacturers look for department directors to brag about their products, but the results are in vain. At this time, the director of radiology received a phone call from a manufacturer. The director of the other company said, "Our factory has recently developed a new radiation device, and the first batch of finished products have just arrived in the sales department. People have praised many new advantages and functions, but I still want to improve them further. You are a famous expert in this field, both in theory and practice. We sincerely hope that you will come to our hospital to personally check the equipment and put forward suggestions for improvement, so as to better adapt to your high-level radiation use. I know that your official business is busy, and I only hope that you can take time out of your busy schedule to give guidance. " The section chief was very proud after answering the phone and decided to invite him. When he inspected the machine carefully, the factory director invited the technicians and managers of the whole factory to listen to the "technical lecture" and guidance of the factory director, who introduced his rich experience and evaluation of the machine with great interest. Before the end of the report, he said to everyone: "In view of your factory's sincere and humble spirit of Excellence, in order to cooperate with your's scientific research and production and sales, I decided to order your machines!" Afterwards, someone said to him, "This factory director is really good at selling, and finally persuaded you." The director said: "nonsense, they just respect me and let me make a report." Nobody told me about selling machines. I decided to buy it myself. "

Skill 3 of improving the promotion effect: please praise method

In order to meet the psychological needs of the other party's self-esteem, in addition to "seeking advice", we can further satisfy the other party's self-dazzling psychology with praise more directly and clearly, so that the other party can gain a stronger sense of pride and accomplishment, and it is easier to make up your mind to take the purchase action as a friendly return to the promoter for respecting yourself. For example, a salesman sells sweaters to an elderly customer in front of a container. When he saw that the old man paid great attention to those old sweaters with good materials but old styles, he said, "Now some young people are easy to make money, they just want to catch up with the latest trends. They will buy it as soon as they see it, whether it is true or not, whether it is practical or not. In my opinion, an old-timer like you, paying attention to cheap, simple and generous, high quality and durability, is the real vision! " The old man smiled a flower on his face and said, "That's right! Yes! I won't be as knowledgeable as those yellow-haired boys. " Then I happily bought an old-fashioned, pure wool sweater, which was warm, simple and generous, and left at the right price.

Praise and flattery have different uses. These include: (1) using greetings to chat with each other and improvise materials, naturally and appropriately praising each other to connect feelings and lay the foundation for formal sales promotion, which is the greeting and praise method; In sales promotion, ask each other in a decent way and with humility, and then praise each other by evaluating their words and deeds. This is the way to ask for praise. When you encounter customer objections in sales promotion, you should reflect on yourself moderately, praise the reasonable factors in the other party's objections from a certain angle, so that the opposing feelings of the other party can be alleviated, and then turn to euphemistic positive guidance. This is a method of introspection and praise.

Improving the effect of promotion skill 4: conceptual voting method

People's ideas often influence and dominate people's psychological needs and consumption patterns. When customers show some ideas that dominate their sales promotion activities, if we can properly appeal to this idea and express our understanding, appreciation and praise, it will not only greatly strengthen customers' ideas and choices, but also enhance customers' sense of identity and affinity for promoters, thus promoting business transactions. With this idea and legal skills, Mr. Kern, a Danish timber merchant, got a long-term agency contract: Anderson is the owner of a wood processing factory, quite capable, but his wife is better. Regardless of external public relations or internal advice, Andersen felt that he was inferior to his wife, so he felt embarrassed and angry. After learning the characteristics of Antoine, the timber merchant specially arranged such a scene: one day, before Antoine, he sat down in the pub that Antoine went to every day. After Antoine sat down at the next table, Cohen's "partner" said to Cohen, "Antoine is capable, but obviously his wife is at the helm!" Cohen said, "Nonsense! There are so many things in a factory like his, how can you do everything by yourself? I know from the side that Mr. Antusen respects women's rights very much. He just asked his wife to do some small things, while he was mainly at the helm on major issues. This is exactly where Mr. Antusen is good at employing people skillfully. I am most relieved to cooperate with such a person ... "Anderson, sitting next to him, thought that he was inadvertently evaluated by a stranger and immediately took a great liking to this strange" defender ". He asked the hotel waiter to invite Mr. Cohen to his seat. The more they talked, the more speculative they became, and there was a feeling of "seeing each other late". There is no doubt that Cohen got the contract he expected. Cohen succeeded here because he catered to Antoine's idea that a man's husband should be better than his wife through a "double spring" scene directed and performed by himself. Although he didn't vent to his wife in the case of psychological imbalance, as a man, he still longed for psychological satisfaction. Cohen, who was interested in his own ideas, naturally got Anderson's appreciation, gratitude and reward.

The fifth skill to improve the promotion effect: sincere touch

As the saying goes, "Honesty makes a stone break", which emphasizes that nothing is impossible as long as people are honest. This principle can also be applied to marketing. If you can sincerely show your sincere desire for respect, trust and cooperation to each other in sales promotion, your self-esteem will be satisfied and you will be willing to cooperate sincerely with yourself, which will effectively promote the success of sales promotion. For example, after philip stone, an entrepreneur, cooperated with Luo Tang, an inventor, to make a new type of tire with large gas storage capacity and not easy to fall off, I heard that Ford also successfully developed a cheap car suitable for the public, so I went to visit Mr. Ford and sincerely said, "Mr. Ford, I brought new tires for your new car today." Ford immediately declined politely, saying, "My car is characterized by low price, durability and no good tires!" " Undaunted, Felix Si Tong added, "I understand, but I can assure you that this new tire is just right for your car." He leaned down and lowered his voice, as if mysteriously saying, "Others don't want to use it. You haven't even seen it. You are my most respected friend, so I sent it to you specially. " Curious Ford was tempted, so he started the experiment, and the effect made him very satisfied, but he refused again because the bid was too high, which went against his original intention. Philip stone said, "I understand and appreciate your original intention of thinking of the public from the bottom of my heart. Well, I only supply at cost! " After reaching an agreement, Ford said with great emotion: "This young man is so sincere and reasonable everywhere. I feel that he is more active than me from beginning to end. Can I not buy it? "

The effect of improving promotion skills 6: stimulating trading methods

As the saying goes, "It is better to urge the general than to persuade him." We can also use this technique in sales promotion to achieve the purpose of sales promotion, that is, goading. An event happened in Guangzhou: a well-known Hong Kong businessman couple came to Guangzhou Friendship Store to buy jewelry. They are interested in a 90,000-yuan jade ring, but they are hesitant because the price is too high. At this time, the waitress who was watching spoke: "Sir, madam, it seems that you are people who know the goods. The president's wife of a Southeast Asian country came to the store and couldn't put it down, but the price was too high to make a deal. So it doesn't matter if you don't buy it Our general manager said that since there are good goods, we can always find a buyer who knows the goods, and the price cannot be reduced. " Hearing this, the Hong Kong businessman and his wife immediately paid for the ring without saying anything.