Sales psychology's clever plan helps you sell your house.

Sales psychology's clever plan helps you sell your house.

The strictest regulation in history has made some buyers choose a wait-and-see attitude. The following is my recommendation from sales psychology to help you sell your house. I hope everyone's sales performance can reach the standard.

1 threshold phenomenon? Decline gradually

There is a threshold phenomenon in social psychology, also called push your luck effect, which means that once a person accepts a trivial request from others, in order to avoid cognitive disharmony or give others a consistent impression, it is possible to accept a bigger request. This phenomenon is like climbing the threshold step by step, climbing higher is easier and smoother.

In the field of real estate, real estate will also let customers strengthen their intentions step by step through the threshold phenomenon and fall into the trap. For example, in the early stage of opening, they will first register the phone number of the intended customer, and then invite the customer to apply for a VIP card. After issuing the card, they need to recognize the funds, and then they need to concentrate on buying at the opening, so that customers will gradually fall into the trap again and again.

2 Contrast effect? Expensive first, then cheap.

Generally, customers will show their customers the expensive ones first, and then let them see the cheap ones. Customers are more psychological, they will feel cheap, and being greedy for cheap will promote buying. Contrast effect has always been a psychological trick used by many old sellers.

3 Identity effect? Imitate customers

Everyone likes people who are similar to themselves, so experienced salespeople will choose reception skills according to the customer's personality, rather than being enthusiastic and active. They will imitate customers' personalities, even their behaviors and preferences. If the customer is a silent and introverted person, the property consultant is too enthusiastic and active, but it is easy to arouse the customer's vigilance. This kind of customers had better stand by and wait for their own inquiries, and the answers should be as simple and sincere as possible. Look for similarities and connections with customers, such as hobbies.

4 Herd effect? Sales demonstration

Man is an animal born to seek social recognition, so it is easy for him to follow the crowd. For example, a person looking at the sky for a while will attract a group of people to look at the sky. Therefore, the opening of the project is usually a lively atmosphere, so as to form a sales demonstration and let customers buy from the crowd. Of course, there is another psychological mechanism behind this rush? Scarcity effect.

5 Scarcity effect? Create a panic buying atmosphere

Things are rare, and scarcity determines value in economic theory. Everyone likes to grab scarce things, so? X sets left in xx apartment? ,? "xx building is about to be sold out" and so on, it is easy to stimulate the desire to buy.

6 issue discounts? Afraid of losing.

In psychology, there is a phenomenon called loss aversion, which means that people lose more pain than they get happiness. Therefore, through the "second kill", customers feel afraid to miss the opportunity, and losing the special price will bring pressure, thus promoting customers to snap up.

For example, if you give an intended customer a purchase voucher of 10,000 yuan, if the customer does not use it before the deadline, there will be a feeling of losing 10,000 yuan. Very hurtful, all kinds of limited-time promotional offers have a psychological mechanism of aversion to loss. Among them, the deposit mechanism is typical. Once the customer pays the deposit, the loss is real money. Although it is not much compared with the total price, customers hate losses, so the possibility of default is very small. Of course, there is another reason why coupons can work. Anchoring effect.

7 anchoring effect? Improve psychological expectations

The anchoring effect is to throw a price anchor to the customer's psychology, and the customer's comparison and judgment will be carried out around this anchor. The price before the coupon discount is the anchor price, which is to improve the customer's psychological anchor expectation. Then, after the coupons are discounted, customers will feel very cheap.

Country Garden doesn't tell customers the price before each opening. Generally, we will try our best to raise the customer's anchor price expectation, and then through the ultra-low price at the opening scene, we will form a trend of high opening and low going, so that customers can form an impulse purchase.

Improve the psychological anchor price of customers, because when the price is high, customers will think about the reason why the price is so high, that is, look on the bright side. On the contrary, when the price is low, customers will think about why it is so low, that is, looking at the bad side and the good side, it is easier to find reasons to support customers' purchase decisions.

8 the principle of reciprocity? free lunch

Humans are reciprocal animals, so-called? People with short mouths and short hands? In marketing, we often use the principle of reciprocity, first small, then big, so that customers can taste it first, for example, for free, and then let you buy it.

Food can make customers' brains release dopamine, produce pleasant pleasure and make people relax. Through the affection effect, the love of food is transferred to people, and it will be easier to speak at the reception.

9 sunk cost? The more you give, the greater your determination.

In economics, the cost already paid is called sunk cost, but it is difficult for people's psychology to give up sunk cost and stop loss in time. On the contrary, the more they pay, the less willing they are to give up, because choosing to give up is equivalent to admitting that the previous choice is wrong, which will lead to cognitive dissonance.

Therefore, in real estate sales, we can make customers pay more time and energy, such as increasing the number of house visits, allowing customers to experience more model houses, and even providing model house experience activities, such as dinners, parties, and trial living. Let customers look like they have a new house. The more they invest, the less likely they are to give up the' decision' to buy a house.

10 obeys authority? Professionalism is very lethal.

People are naturally inclined to obey authority. Why?

1) looks professional.

Obeying authority is often because authority is more professional than us, so property consultants must define their roles. You don't want to sell the house to customers, but to provide the most professional consulting services for customers to buy a house, so you must be professional. Use more terms, for example, dry hanging stone used outside does not need cement. Use more data, and the data specialty is convincing. Tell more details, such as how this step is designed according to ergonomics. Form authority through professionalism and make customers obey authority.

2) Awards or experts

Many real estate projects will place award plaques issued by various media or professional organizations on the sand table or case site, also in order to increase the trust of customers through the authority of awards. In addition, some experts' suggestions on buying or selling houses should also be given to customers in time.

3) Face value and wearing

Psychological research shows that people with high face value are more likely to be trusted, and those who wear suits and drive luxury cars are more likely to be trusted. Therefore, when recruiting real estate consultants, there will be image temperament requirements, requiring real estate consultants to wear formal clothes. The Sunac Peach Blossom Garden Project will even allow channel personnel to communicate with customers in BMW and enhance customer trust.

Then, when facing customers, how can we persuade them to buy a house? There are three directions for reference:

1, rational understanding

This is the most basic persuasion skill. When selling a house, it is to tell the customer the selling point directly, from the brand, location and supporting facilities of the real estate to the garden, product design and property service, and convince the customer rationally through reasoning.

Step 2 be moved by emotion

Emotionally, career counselors need to establish emotional friendship with clients, not just buying and selling relationships. Once, a customer came back from a business trip at the airport, which coincided with a rainstorm in the middle of the night. The career counselor drove to pick up the client, and the client was very moved and finally bought a house. Establishing emotional relationships with customers is not only to promote a purchase, but also to recommend friends to you.

3. Lure them to benefit

For most customers, it is still very realistic. The best way to influence a person's behavior and even his decision is to change his interest. The most common thing is to strive for more benefits such as house purchase concessions, gifts and giveaways for customers. However, it is in line with the real interests of customers to know the real needs of customers, meet their real needs and even exceed them.

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