A successful salesperson always has a unique sales strategy. Next, I will introduce you to five sales strategies that affect consumers' buying behavior. Everyone should learn how to use them!
1. Play the emotional card
Research shows that emotional and psychological demands can arouse consumers' * * more than the characteristics and functions of the product itself. In advertising copy, it is usually better to tell consumers what benefits they can get (which often has some psychological factors) than to introduce product functions. For example, telling consumers how a new computer will improve their quality of life is usually more effective than explaining how it works.
Salespeople have long known the influence of emotional appeal. /kloc-in the 0/8th century, when Anchor Brewery was auctioning, the auctioneer said: We're not here to sell boilers and barrels. What we sell is the potential to get rich that you never dreamed of. ?
Highlight your shortcomings.
As we all know, consumers usually don't believe in marketing slogans. The reason is 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, which has only one word:? Lemon (dark? . The text of the advertisement is unfolded and written under a photo of the public:? This Volkswagen missed the opportunity. The chrome-plated strip on the glove box is scratched and must be replaced. You may not have noticed this little flaw, but detective 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.
Step 3 transfer your competitors
In the book Positioning, Al? Ruiz and Jack? Kuyt deeply discussed the limited gap reserved for products and services in consumers' minds and the importance of positioning products and services in the ideal gap.
They also mentioned it in the book? Repositioning has changed the existing positioning of products in users' minds. Here is a famous example of repositioning competitors. Jif brand (translator's note: a peanut butter brand in America) 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?
Step 4 enhance uniqueness
? Self-esteem is at the top of Maslow's hierarchy of needs. People want to be valued, for example, they are members of a certain group. That's why advertising copywriters sometimes write: We don't serve everyone. ?
The recruitment slogan that the US Marine Corps has been using for many years:? Elite. Proud. ? 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 attract customers for a long time, marketers must do everything they promise. Empty promises often backfire.
5. Introduce fear, uncertainty and doubt.
Fear, uncertainty and doubt, referred to as FUD, are common legal means for enterprises and organizations. It forces consumers to stop, think and change their behavior. FUD is extremely powerful, and it can destroy all competitors.
At least one case has done this. In the presidential election of 1964, Linton? Johnson's opponent is Barry? Goldward, he claimed that if Goldward was elected president, it would increase the possibility of nuclear war, thus causing public panic. Advertising? Daisy. It was only played once, first by a little girl, then by a nuclear explosion, and at the same time by Linton's unknown voice-over. This is a bet. Create a world where God's children can live, or go into darkness. ? Johnson won 44 States and won an overwhelming victory in the general election with 6 1 vote.
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