? Analysis of customer's psychological state and its countermeasures

I remember once recruiting a young man with slow thinking and poor observation. Although he has talked many times, he still can't grasp the essentials of talking with customers. Every time I accompany him to meet a client, there is always nothing to say after two sentences, and the client doesn't want to listen to him. Later, I didn't want to teach him anymore and let him die. Unexpectedly, three months later, the young man's sales performance suddenly advanced by leaps and bounds. I felt very strange and asked him specifically, "How do you do business?" Do customers listen to you now? "He said," it's the same, but now I keep saying that if he doesn't like me, I'll change the subject. There is always a topic he likes to listen to, and I know he is very interested in it. " I asked again, "What if you say that many customers still don't want to listen?" He said, "I don't offend him anyway. There is always something he likes to hear. I'm always lingering. Sometimes the client will ask me questions on his own initiative, so I know what he wants to hear. "

The story of this young man tells us that if we know the psychological state of customers and what they are interested in, we will naturally find the topic of communication and the sales transaction will not be far away. There are three main types of customers' psychological state: rebellious psychology, conformity psychology and expressive psychology, which are analyzed as follows:

First, rebellious psychology

Why do customers have rebellious psychology? The reason is simple, because everyone has an instinctive preventive psychology. In the process of visiting customers, customers will instinctively confront you. You say yes, but he doesn't. This is not the customer's intention to do the right thing with you, but instinct, that is, rebellious psychology. Rebellious psychology is actually an instinct of subconscious resistance, and most of it is harmless. In this psychological state, you can laugh it off, and don't strike back at the customer, otherwise its rebellious mentality will be more serious.

There are four manifestations of rebellious psychology: first, opposing your opinion; The second is to express your views on your statement; Third, everything seems predictable; The fourth is true to you.

There are many reasons for the performance of rebellious psychology, which can be summarized as: 1. Rebellious psychology is the rebellious consciousness of human instinct, and it doesn't mean to hurt you, but if you take it as an objection to you, it may lead to very serious results, which will eventually lead to discord between you and your customers, not only failing to reach a deal, but also leaving the impression that "the company and you are very bad" to your customers. 2. rebellious psychology is often related to people's desire for self-expression. If you don't agree with your opinion, it means that he is superior to yours. If you agree with your point of view, you will become your follower, and there is no self-improvement at all. 3. Rebellious psychology is not only aimed at children and teenagers, but at all people, people of different ages, sexes and social status. Parents say that their children are rebellious, but from the child's point of view, they will feel that their parents are also rebellious. 4. Rebellious psychology does not only appear when there is resistance, but may appear on any occasion. Rebellious psychology can even be said to be everywhere.

How to overcome one's rebellious attitude and deal with the rebellious attitude of customers? In short, there are two methods: guidance method and challenge method. Guidance method: the customer's rebellious psychology can't be dealt with, so it can only be guided. Only your own rebellious psychology needs to be dealt with. In order to prevent your rebellious attitude from confronting your customers' rebellious attitude, I suggest that you first show your approval for the customers' objections, tell them with the sentence of "Yes, you are right, but", and use the principle of empathy in communication to buffer, then confirm the customers' real thoughts, understand the real reasons of their objections, and treat different types of customer objections (misunderstanding, indifference, restriction and doubt) differently.

Aggressive methods: first, deny the customer's situation. The customer did a good job, and it was certainly unpleasant to be denied, so he began to fight back. In fact, his counterattack is to advance step by step along the routine set by the sales representative. Finally, when the sales representative told the customer that he had closed the retreat, he struck a fatal blow: "If you recommend the brand of our product, will they not?" If customers admit that he recommended our products and those customers don't want them, that means admitting that what he said above is wrong, and then he will lose face. We should know that people in China value "face" the most, and besides, customers always value themselves higher than sales representatives. How can we lose this "face"?

Second, herd mentality.

There is a story in the psychology textbook: a tourist saw a flock of sheep on the grassland. He was surprised that they all went in the same direction, so he walked up to a sheep and asked, "Why are you all going this way?" The sheep said, "If everyone goes in this direction, I will go in this direction." The tourist stopped another sheep and said, "Why are you going in this direction?" The sheep also said, "All the sheep are going in this direction, so go in this direction!" " "This is the famous" herd theory ". The most obvious place of herding effect is the stock market. Before every stock market crash, stocks always rise sharply. Even the grandmother who bought vegetables went to buy stocks, and the stock price exceeded the actual value. Once there was any bad news, investors began to panic. They rushed to sell their stocks, and the stock price plunged, so the stock market crashed.

When we master the herd effect, the key point is to point out a development trend for our customers. For example, in the process of sales, we first say that the sales are not good, and then we will sell more and more. From the initial 65,438+00 boxes, to the last time many new supermarkets joined the sales terminals of our products, and then to a record 65,438+000 boxes a month, we described two trends to our customers: the first is the increase in sales. The second is that he has a considerable number of terminals constantly joining, which gives him the feeling that the terminals around him are selling our products sooner or later. At this time, we can start to guide him: "sooner or later, you will always sell our products, and it is better to sell them later." The customer's thoughts are beginning to be drawn by you!

Third, performance psychology.

We knew the story of "the wolf is coming" when we were very young. Did the children in the story deliberately flirt with those villagers? Obviously not. Let him keep saying "the wolf is coming" is driven by the instinct to express desire, which is actually the desire to get attention. This is the psychology of expression. The handling of performance psychology is relatively simple. If he wants to show it, give him the opportunity and stage to show it. Just pay special attention not to confuse the customer's performance psychology with the rebellious psychology. They are similar in appearance, but quite different. Rebellious psychology is an instinctive and subconscious channel, and sometimes you will even regret it when you say it.

The customer's refusal to accept it is itself a major psychological change. This psychological change is caused by your communication with him, not all because you gave him the product. If we extend this concept, we can think that the essence of sales method is a process of psychological induction. Marketing method is actually a kind of behavioral psychology. When the customer's psychology changes, our words and deeds have an impact on the customer's psychology, which leads to the customer's recognition of our expression and ultimately leads to the transaction. Therefore, it is a very important strategy and method to correctly analyze the psychological state of customers and correctly resolve and deal with it.