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72 Customers Psychological Secret! Part 3: Find a Way to Get Customers to Open Up: Learn Their Consumption Habits

72 Customers Psychological Secret!

Part 3: Find a Way to Get Customers to Open Up:

Learn Their Consumption Habits

Make today your masterpiece. — John Wooden

Any morality that becomes popular will become truth.

In sales there are many such principles,

they have been tested by many generations

of successful salespeople,

handed down in the sales world,

as long as you grasp them,

your sales career will be successful get half.

No one can lie, no one can hide anything,

when he looks directly into someone’s eyes.— Paulo Coelho


20: Understanding customer psychology

The process of communicating with customers will give rise

to a series of complex psychological activities,

including problems after the transaction has been agreed on the quantity,

price of goods, and payment methods.

Customers are often interested in the quantity of goods purchased

and sold and this factor greatly affects the success

or failure of the transaction.

The action of shopping is a move

that is transformed in the implementation process,

the effectiveness of the purchase decision also changes

according to the consumer’s psychology.

For different customers,

it is necessary to use separate methods of response,

persuading, and moreover stimulating their desire to buy.

For example, in the 40s of the twentieth century,

Morgan was one of the young financial groups dubbed the “Financial Giants”.

When Morgan emigrated from Europe to the Americas,

he was very poor.

The couple struggled to open a small grocery store.

When a customer came to buy eggs,

because of his rough hands,

Morgan let his wife pick up the eggs.

The wife’s small hands make the chicken egg look much bigger,

making the Morgan’s egg sale more and more prosperous.

Morgan has relied on customers’ low-price psychology

and acts of “tricking the eye” to cleverly satisfy their psychological needs.

A certain salesperson must understand customer psychology.

Professional salespeople,

when conducting the first communication steps,

must judge what psychological stage the customer is in,

whether the customer will buy the product or not.

Salespeople need to base on these stages to figure out how to respond.

If these links are not well controlled,

they will most likely take inappropriate actions,

making it difficult to take the next step.

To become a skilled salesperson,

each person must anticipate at

what stage the customer’s psychology should be grasped,

and which method to apply to the situation.

Mastering the shopping psychology of customers will make buying

and selling more convenient and “drive” customers to their liking.

People’s buying behavior is influenced by one or more buying motives.

Research on these motives is to delve deeper into the customer’s reasons for buying;

Capturing it is equivalent to obtaining the key

to expanding product consumption.

In summary, consumer psychology of customers mainly belongs to the following groups:

Do whatever you need to do to get bigger than life. ― Grant Cardone


1. Psychology of real demand:

This is the common psychological motivation of customers.

When shopping,

the first thing they ask for is the actual use value of the product,

pragmatic requirements.

Customers with this mentality especially value the effectiveness of the product,

want simplicity, comfort,

and durability;

do not need to look too new,

as well as not focus on the aesthetic characteristics,

colors or lines of the product.

Success is your duty,


and responsibility. ― Grant Cardone


2. Psychology of beauty:

People with the psychology of pursuing beauty are often inclined

towards the artistic and artistic value of the product.

The majority are women and artists.

When choosing products, they pay special attention to the shape,

color, aesthetics of the product,

the ability to decorate,

highlight the space

to achieve the purpose of enjoying art.

Your problem isn’t the problem.

Your reaction to the problem is your problem. ― Grant Cardone


3. Psychology likes new things:

There are customers who always demand “fashion”

and “special”, want to follow “trend”.

This is easy to see in cities,

where economic conditions are good,

and in some Western countries.

Luck is just one of the byproducts of those

who take the most action. ― Grant Cardone


4. Psychology of benefits:

is the psychological motive

“want to spend less money but make it work”,

the main reason is due to “cheap greed”.

Customers with this mentality

when shopping often carefully compare the prices

of products with each other,

and also prefer to buy goods at a discount

or liquidation.

Most of these guests have low income;

or those who are rich but thrifty,

calculating expenses.

People who hope to buy a product that brings great benefits,

are very satisfied with the color and quality,

and enjoy it very much,

but because of the high price,

they are temporarily not determined to buy,

leading to bargaining.

Let the rest do whatever,

while you do whatever it takes. ― Grant Cardone


5. Psychology of fame:

This is the type of wanting to show his status and fame.

They only choose luxurious and flashy brands.

These people are usually from the upper class.

Especially with modern society,

branded goods not only improve the quality of clothes,

but also as a way to show social status.

Never fear the haters.

You can’t reach your potential without them. ― Grant Cardone


6. Psychology of imitation:

This is a type of shopping psychology

according to the majority,

the main point is “not backward”,

or “better than people”.

They are very sensitive to market trends

and surrounding circumstances.

These customers buy

because they want to catch up with others,

want to surpass them for satisfaction

and psychological balance.

Those brought up poor

and middle class inherit the beliefs of the poor

and the middle class. ― Grant Cardone


7. Favorite psychology:

This type of customer buys

to please and satisfy a particular interest.

This type of person will prefer

to buy a certain type of product.

For example, some people like to grow flowers,

others like to collect stamps,

or photography,


These hobbies are always related

to other specialties,

knowledge and interests in life.

This type of mentality is also relatively obvious

with a long-term orientation.

The hard truth is that whiners

and victims don’t attract or create success. ― Grant Cardone


8. Self-esteem psychology:

Customers with this shopping mentality require products

to be highly practical, but elegant.

Before making a purchase,

they hope to receive a warm welcome

and treatment from the seller.

It often happens that a hopeful customer walks into a store,

but seeing the cold,

indifferent face of the seller,

he walks out in disappointment

and looks elsewhere.

Approach every situation with a whatever it takes mindset. ― Grant Cardone


9. Doubt mentality:

The type of customer often has a thinking mind before and after,

mainly always worrying about losing.

They are especially skeptical of product quality,

features and effectiveness.

Therefore, they will constantly challenge the seller,

scrutinize the product,

and be extremely attentive to service.

Only when doubts are completely resolved,

they decide to buy.

One week they love me,

next week they hate me.

Both weeks I get paid. ― Grant Cardone


10. Safety mentality:

People with this buying mentality always ask for products with high safety,

especially food, medicine,

cleaning products,

cleaning products,

electrical appliances or vehicles traffic.

They are very concerned about the shelf life of food,

the side effects of drugs,

the chemical reaction of laundry products,

and the electrical appliances must not leak.

When the seller explains and guarantees,

you can rest assured to buy.

Practical experience

Use your heart to listen to your customers’ thoughts.

Insight into consumer psychology

to have a reasonable solution.

Catching up with customers’ tastes,

through product selection,

capturing customers’ temperaments and preferences.

Friendship is not about whom you know the longest.

It is about who came and never left. — Paulo Coelho


21: Hit the customer’s psychology of seeing themselves as very important

Ogilvy’s Law is proposed by the advertising agency Ogilvy,

with the policy of “serving customers first,

then paying attention to profits”.

If you consider customers as god,

capture their psychology,

serve them well,

they will bring profits to you,

and indirectly expand your market.

From a psychological perspective,

everything we do is aimed at satisfying our psychological needs.

When unsatisfied,

the interior will give rise to a state of dissatisfaction,

hoping to find ways to fill those needs.

Human desires are limitless,

these desires can be material or spiritual,

or both.

When materially satisfied,

one also expects psychological need to be satisfied.

Everyone has their own psychological needs,

and that’s the right breakout opportunity

for salespeople.

The salesman’s desire

to be respected includes two aspects,

receiving the recognition

and praise of others,

to make himself feel superior;

on the other hand,

they don’t want to be looked down upon by others,

so they often appear different,

in order to attract attention.

For sellers, customers are the factor

that creates the market for them.

The product of a business can only be suitable for the market

when it meets the customer’s wishes.

Therefore, sellers can rely on the psychology of buyers,

cleverly motivating them to shop.

The sales staff should note

that they should not talk about products to customers,

but must let them have time to share their views,

show the minimum respect for customers,

make customers feel comfortable.

The customer feels satisfied,

thereby developing sympathy for the sales staff,

making the transaction easier and more successful.

To become a standard salesperson,

you need to understand

that the customer is king

whether from the point of view of value

or survival of the market and the business.

If you want customers to spend money on your product,

find a way to win their satisfaction first.

The opposite of the desire to be appreciated is the fear of being looked down upon.

Salespeople can use stimulation strategies

to achieve effectiveness,

improvise to “attack” customers’ self-esteem,

guide their self-esteem,

and make them reluctant to buy your own,

to show that you are not someone

to be looked down upon.

A smart salesperson when facing such customers should intentionally introduce them

to low-priced products first, saying,

“Sir, this item is the cheapest, and very practical”.

The mentality that always wants to receive unsatisfied esteem,

they will look at products with higher prices

to affirm their position in the eyes of employees.

At that time, if the staff adds a few words of praise

“You have a taste”,

“This suits you the best!”,

customers will be more happy to spend money,


they can come back to buy again in yours next time.

When customers retort or twist,

it’s not because they don’t want to buy,

but because they haven’t satisfied the “God” in them.

You need to have a clear awareness of your product,

see if the product has any points.

If the client’s request makes sense,

consider following through.

If not, use a few sales techniques to respond:

All your dreams await you on the other side of your fears. ― Grant Cardone


1. Listen to the customer’s questions:

When the guest raises a problem,

you definitely must listen attentively,

record the main points and listen

to the end of the customer’s comments.

Only then will guests feel your respect for them.

Then you politely refuse,

the customer will not feel that you are reluctant,

but that you really cannot give in.

Everyone experiences fear,

but it is how you respond to

it that makes the difference in your life. ― Grant Cardone


2. Negate the customer with a humble and polite attitude:

The salesperson should always respect the customer.

Treat your guests with humility and courtesy

so that they not only see you as a sales expert

but also as an educated person.

Only then will they be willing to trade with you,

accepting your opinions more easily.

Practical experience

Considering the customer as God means following the principles of the customer,

making profits based on that basis.

Salespeople need to care about customers

but also need to take care of them before,

during and after the sale.

If you can’t do great things,

do small things in a great way. — Napoleon Hill


22: When customers are wary of sellers

When you want to convince the other person

but their attitude becomes cautious,

you have to understand that they have developed a wary mentality towards you.

It is difficult to avoid the defensive mentality

of the other person in the first meeting.

But sometimes people who already know each other have the same expression.

When they find out that you have other purposes,

they will suddenly develop a defensive mentality.

You will not be able

to easily see the expression of the other person’s emotions,

do not know what that person’s attitude is,

so it is difficult to find a right countermeasure.

During the sales process,

you need to notice and break down the wall

that the customer has built to separate you and them

in order to achieve a successful transaction soon.

Therefore, before convincing guests,

you need to carefully observe their actions

and words to judge the existence of preventive psychology.

Usually, people with a defensive mentality do not like to reveal their inner feelings,

so when greeting or talking,

they often appear very cold.

But they don’t really despise you,

just because they are too vigilant,

they use cold words, making others feel

that they have a superficial attitude.

To hide their wariness, their language became even more ambiguous.

When they talk, they often add a few vague statements such as “say it like that…”,

“anyhow..”, “however…but…”, making it difficult

for others to recognize the meaning.

If the other party uses a lot of these types of sentences,

repeatedly repeats them,

carefully chooses each word,

and speaks slowly,

then that person’s vigilance has reached a high level.

Usually, with people who meet for the first time,

we will more or less be a little wary.

Because we focus on understanding with the other side,

we become suspicious,

only when the two sides see a point of compatibility,

that vigilance will automatically disappear.

But if the two sides do not coordinate well,

the situation is completely opposite.

The vigilance will not disappear but increase.

To overcome psychological obstacles,

create favorable conditions for persuasion,

it is necessary to understand the psychology of the opponent

and attract their sympathy to you.

Practical experience

A salesperson must know how to be moderate

when showing weakness or flattery to customers,

because acting excessively will make customers doubt your motives

and raise their vigilance, causing communication obstacles.

Soften the atmosphere of negotiating

with the customer no matter what,

instead of expressing anger and abruptly ending the negotiation.

When your desires are strong enough,

you will appear to possess superhuman powers to achieve. — Napoleon Hill


23: Pricing products according to customer groups

Usually, the pricing of a product depends on the customer market it provides.

The price also depends on the business situation

as well as the characteristics of the product.

For example, a high-end product

with a stable customer base always relies on its advantage in the market

and quality of service to offer a comparable pricing strategy.

But even so, businesses should not be greedy for huge profits,

taking profit as a guideline.

Because chasing big profits does not bring customers’ trust

or help businesses develop strongly.

The American company Warfarin has a very unique underground store system,

selling “automatic discount” household goods.

The company reaches more than 30,000 customers per year

with more than $3 billion in revenue.

If calculated on the area of ​​land used,

each square meter of land a year helps them earn $ 11,800,

the norm is considered the highest in the world.

The store system achieves such a large revenue thanks

to automatically reducing prices from time to time.

For example, the price of a pair of women’s shoes is represented

by the discount mechanism:

“December 14: $5;

December 27: $3.75 (25% off);

3/1: $2.50 (50% off);

9/1: $1.25 (75% off);

January 15: giving as a charity gift.”

Thanks to the low-profit sales strategy

that helps to boost consumption,

the store has hit the customer’s preference

for preferential treatment,

thereby gaining a large number of customers.

Large revenue has brought a large profit for the store.

Many customers who see this type of “hot” sale are often afraid

of losing opportunities,

so before the 80% discount,

the store’s products are all out of stock.

Although most customers want to choose

to buy products with low prices it’s cheap.

But shopping costs change according

to consumer psychology,

making businesses have to choose

from time to time

to implement “preferential low prices”

or switch to “support prices for customers”.

In the past few years, in some markets in developed countries,

customers’ shopping has tended

to be upscale;

The higher the quality of the product

and the higher the price,

the more expensive it is.

For example, the famous Levis jeans cost $ 15 each.

Binney company wants to compete

with Levis Strauss should list the price of $ 30 / unit,

and successfully conduct propaganda advertising,

improving the reputation of the product.

Even more popular with customers than other cheap products.

In 1983, the CEO of Levis had to say:

“Binney has taken half of the American jeans market.”

For customers to support the price,

there was a 99 cent shop selling a very unique,

small-scale buffet with items from groceries,

kitchen utensils,

small metal goods to medicines.

All items in the store are priced at 99 cents…

The price of 99 cents has a great impact on consumer psychology such as:

Quit settling for reality and focus on your potential. ― Grant Cardone


1. Have an impact on customers’ pricing decisions.

Make the buyer feel that the seller is serious about offering a very reasonable price,

giving a sense of trust to the customer.

“One of the major differences

between successful and unsuccessful people is

that the former look for problems to resolve,

whereas the latter make every attempt to avoid them.” – Grant Cardone


2. The effect of low prices on customers:

99 cents, even though it is only 1 dollar less,

makes customers feel “cheap because less than 1 dollar”.

Several economic psychologists have investigated a number

of optimal pricing approaches.

According to statistics, in the US,

prices of 5 dollars or less with an odd number

of 9 will be the most preferred by customers,

if $ 5 or more with an odd number of 95 will be the most expensive.

Retailers in China also choose non-even prices

to match consumer psychology.

There are countries that even have a “reasonable way of pricing”.

Hong Kong people love the number 8,

because in Chinese,

the number “8” has the same pronunciation as “phat”,

giving buyers a feeling of prosperity,

so product prices often end

with the number 8.

In some regions

or group of consumers,

due to customs

or some other reason may be taboo for a few numbers.

The most typical is the number “4” due to the homonym with “death” (death);

or the number “13” is also unwelcome in some countries,

as it is often associated

with bad luck and bad luck.

So when pricing, we need to pay attention

to these points,

don’t let the price be the reason why customers step back.

On the contrary,

there are many stores

because of the desire to expand consumption,

speed up cash turnover

and use low price strategy.

But unreasonably low prices sometimes do not make a good impression on customers,

affecting their confidence in evaluating products,

so this method also has certain risks.

When applying a discount policy,

it is necessary to be transparent with customers about the reasons

and conditions of the discount,

and at the same time,

it is necessary to have a plan to ensure overall revenue and profit.

Practical experience

Price has a strong influence on the position in the market,

on the image of the seller and on the competitive activities of competitors.

It has a great impact on consumer psychology and shopping,

so sellers need to be careful

and flexible in this regard.

The nearest way to glory is to strive

to be what you wish to be thought to be. — Socrates


24: Everyone wants to be treated like a VIP

“VIP” is a term used by many businesses in the process

of competing to attract customers.

Customers who become VIP members

of any business will receive priority benefits such as incentives,

discounts, gifts or participate in direct exchange activities.

Moreover, when owning a VIP card,

in addition

to the preferential benefits,

customers also have a sense of pride

when they become an important and special person,

so VIP is considered as a kind of symbol in customer position.

Currently, VIP card is a fairly popular form

for customers in all businesses with the form of discounts,

points and incentives to attract customers to buy,

and also bring practical benefits.

The VIP card has expanded from the large market

to smaller stores with increasingly diverse types.

According to the survey, 23% of people make VIP cards to satisfy vanity,

26% are introduced by sales staff,

and 15% are influenced by trends.

The survey said that every customer wants to be treated like a VIP,

but success or failure in sales depends on handling the customer’s psychology

of wanting to be a valued customer.

Customer is god.

They hope that you will give them special attention

and favors expressed through actions, attitudes,

expressions of kindness, likability instead of the usual clichés.

Practical experience

The goal of sales is not only to consume the product,

but also to give the customer an opportunity

to feel that the purchase is worthwhile,

to make them happy and to feel

that they are wise when buying and selling.

Be nicer than necessary to everyone you meet.

Everyone is fighting some kind of battle. — Socrates


25: Every customer is afraid of being cheated

In fact, most customers still often don’t trust salespeople.

They think that the information that the seller provides them

is somewhat excessive compared

to the reality and product quality.

During the exchange process with the seller,

the customer often does not care about the seller’s words,

and even has a psychological objection

to arguing with the salesperson.

So how to eliminate customer concerns

as quickly as possible is a very important job

for sellers to soon bring success to themselves and the company.

Customers are concerned

that they may have been cheated

or purchased goods did not meet their expectations,

or heard from the media about cases of damage due to greed.

Therefore, it is difficult to avoid

that they have problems with sellers,

especially door-to-door marketing staff.

An excellent salesperson once said,

“Convince the heart instead of the mind.”

This shows the need to touch the buyer’s feelings,

sparking in them the desire to buy.

Today’s society is full of scammers.

They have a way of marketing their products

that mimics salespeople,

so customers think the salesperson

is likely to scam them,

leading to their even subconscious rejection.

It is easy for customers

to have the mentality of “stretching chopsticks and holding hands”,

thinking that salespeople are all scammers.

From a psychological perspective,

customers are afraid of being cheated,

so they try to force prices to protect their interests.

One of the reasons for this mentality is due

to the excessive sales promotion of the product companies,

for example a product that costs 10 dollars can be reduced

to just over 2 dollars- la,

or suddenly 20% off for unconvincing reasons.

At that time, customers will wonder about this discount

as well as question the quality of the product.

Once customers develop that mentality,

the lower your price,

the more suspicious they will be.

Customers always want to own a quality product at an affordable price.

If a customer has just purchased from you

and accidentally learns that he

or she is buying a “fake” because a competitor’s price is much cheaper

than your product,

they will have doubts.

When faced with this situation,

salespeople should not rush to justify,

instead, they need to find the point that makes them unhappy,

give a suitable explanation

to remove psychological obstacles,

turn customers become a friend,

from which the new transaction is successful.

These customers often still want

to buy the product,

but still hope that you lower the price as low as possible

because they carry the anxiety of being bought wrongly

and cheated like other times.

When meeting these customers,

make them understand

that no single product is dominant in every way,

show them what your product is good at,

and gradually ease their concerns.

If there are any promotional activities,

you need to tell your customers in advance,

promote the interests of the other party

and make them feel that they are being benefited

instead of being cheated.

There are also some customers

who are worried about product quality,

do not have enough confidence in the features of the goods.

Then don’t hesitate to tell your customers your advantages

and disadvantages

instead of letting them find out for themselves.

As a result, customers will have a different view of you,

they will trust you more as shown by not hiding product defects,

and are more willing to communicate openly with you.

During the sales process,

the seller needs to do his best to eliminate the customer’s doubts,

helping them to see that their decision is extremely right.

First, assure customers that their purchasing decisions

are well-informed. In addition,

your product selection will provide optimal benefits in terms of profit,

as well as price for them.

Customers’ doubts are a dilemma that,

if not resolved specifically,

will seriously hinder the transaction between the two parties.

Salespeople should find a way to break this passive situation,

skillfully resolve customers’ doubts so that they can rest assured

to buy the products they need.

Practical experience

Bargaining is a common action in the buying

and selling process due to fear of being cheated.

You need to understand this psychology of the customer,

get used to it to find the appropriate response method.

Actions speak louder than words,

and a smile says,

‘I like you.

You make me happy.

I am glad to see you.’

That is why dogs make such a hit.

They are so glad to see us

that they almost jump out of their skins.

So, naturally, we are glad to see them. — Dale Carnegie


26: Crowd psychology of customers

Crowd psychology is a fairly common psychological

and behavioral phenomenon,

also known as “following” or “following” psychology.

In consumption, crowd psychology

is also very popular.

Salespeople can more or less take advantage

of this mentality for their sales activities.

Sellers can attract customers

by creating a buzzing atmosphere,

involving as many people as possible.

For example, salespeople often tell customers,

“A lot of customers use this item

and have very good quality feedback.”

“In this area, a lot of girls like you use this product.”

Such words have cleverly taken advantage of crowd psychology,

creating trust points for customers

and ensuring the safety of their products.

Many customers will also actively ask

“Are there many people who buy these products?”

Implicitly implied that if there are many buyers,

they will consider.

This is a manifestation of crowd psychology.

Taking advantage of consumer psychology is also known as “queue trick”.

For example, if there is a long line in front of a store,

people passing by will develop curiosity

and quickly join that line.

They trust the people “on the same line”

with them instead of the sales people.

That is why salespeople should take advantage o

f that mentality to influence customers,

make them accept the product

and recommend it to everyone.

For example, Isekichi Ikawa,

a Japanese businessman specializing in baby diapers,

has sales of 7 billion yen with a growth rate of 20%.

When he first started his business,

he traded in everyday items such as raincoats,

swimming caps and raincoats, diapers.

But because the company’s business field is too large,

the products are not special,

the quantity Consumption was unstable,

so his company had to face the risk of closing down.

Thanks to a population survey,

Isekichi discovered that there are 2.5 million babies born every year in Japan,

so diaper consumption will be huge.

That’s why he decided to focus solely on the production of diapers.

Products are applied new technology,

new raw materials,

so the quality is increased.

He also spends heavily on advertising for the product.

But when selling for the first time,

almost no one cares about this product.

After much thought,

he finally let his employees pretend

to be customers in long lines

in front of the store

to buy diapers to attract passersby. ”

What are you selling here?”

“What do you sell that so many people buy?”

This creates an atmosphere of eagerness to buy.

Since then, customers know more about his company’s products,

the business is also more and more convenient.

After that, the company’s baby diaper products

also expanded strongly in many other countries.

In fact, mass psychology in consumption manifests itself in many forms,

and reputation is one of them.

Currently, many companies have invested heavily in inviting celebrities

to represent their products,

attracting people’s attention and purchasing power.

Usually, when a person has no intention

to buy or has poor judgment,

they will often rely on the opinions of others,

especially famous people.

Of course, taking advantage of this mentality can improve the salesperson’s ability to succeed,

but it is also necessary to pay attention to professional ethics,

should not deceive customers,

or else will receive unpredictable consequences.

Practical experience

A person’s actions often tend to favor the majority,

also known as mass psychology in consumption.

Customers assume that many buyers mean good prices or good quality or both.

Tell the world what you intend to do,

but first show it. — Napoleon Hill


27: Customers always hope to buy cheap goods

Everyone hopes to buy the most items for the least amount of money

and get as much discount as possible.

Salespeople must understand this psychology

of customers to do their best sales work.

Therefore, forms of advertising discounts and incentives such as “50% off all products”

or “buy 2 for 1”, etc., are all ways to take advantage

of the preferential psychology of customers.

Although many customers have a profit-loving mentality,

there is no shortage of people

who have the exact opposite mentality.

As an elite salesperson, you need to make effective use

of both these types of psychology,

attracting customers with gifts and discounts

to create sympathy and improve relationships.

Good products at low prices are always the goal that customers aim for.

Because with the same amount of money

but can buy many things,

it will create a feeling of joy

and comfort for customers.

Also, most guests compare your offer

with that of your competitors.

If you do not offer promotions,

you will push them to other competitors.

Therefore, in addition to focusing on product quality,

sales staff also have to observe

to satisfy the customer’s preference for preferences.

But incentives are more of a business trick

than a long-term strategy.

If you regularly offer discounts,

discounts or preferential discounts,

customers will question the quality of your products.

If the customer has an opinion about it,

do not directly refute their criticism,

but rather look directly at the product’s shortcomings,

use other strengths of the product

to make up for that shortcoming.

Thus, new customers feel comfortable,

and at the same time increase the speed of purchase.

Practical experience

Salespeople must find a way

to make customers feel they have purchased quality

and valuable products at an affordable if not “cheap” price.

Preferential activities make customers feel

that they have gained the real benefit of the purchase and sale,

and as a result,

feel more valued in the eyes of the seller through this act of “gratitude”.

The man who does more than he is paid for will soon be paid

for more than he does. — Napoleon Hill


28: The opposite mentality of customers


we find that the more salespeople try

to introduce the product to customers,

the more conflicts and fierce rejections they arise.

For example, a customer is very interested in a certain product

and wants to test the product’s quality in person,

but the salesperson says,

“Sorry customer, this product can’t be tested.

That customer will feel unsatisfied

and ignore the product because his curiosity is not met.

That is the cause of the opposite mentality.

During the sales process, many employees were impatient to complete the transaction,

so they tried to entice customers.

Thus, inadvertently they have contributed

to the opposite effect,

leading to the guest’s psychological resistance.

Because in the first contact,

customers often carry a defensive mentality.

If at that time, salespeople constantly prove their products are the best,

it will make customers more wary and suspicious,

leading to refusal to communicate.

Contradictory sentiment in specific buying

and selling situations typically includes the following types:


1. Rebuttal:

Customers often give opposing opinions to the seller,

so that the seller knows it is difficult to back out.

2. Don’t give an opinion:

When the salesperson tries to convince,

the customer still keeps silent,

shows a cold attitude,

doesn’t show his mind.

3. Attitude of “know-it-all”:

No matter what the seller says,

customers will respond with “I know it”,


“You stop talking, leave me alone.”

4. Firmly refuse:

When introduced to the product,

the customer firmly refuses,

“I don’t like it because it doesn’t seem right to me.”

Many sales staff do not understand the opposite psychology of customers,

leading to focusing on product introduction

without paying attention to customers’ feelings.

As a result, time and time again,

customers are rejected.

For example, Edward’s family car has been used for many years,

so accidents often happen.

So they decided to get a new car.

He also consulted a number of car companies

and was consulted by some salespeople very carefully.

In it, a salesman even humorously said,

“Your car is about to become a pile of scrap metal,

if you continue to use it,

it will decrease your value.”

Such words make Edward feel very offensive and dissatisfied

because the old car has been attached

to his family for a long time anyway.

Not long after, he went to see a salesman of another company,

but this time with a more cautious attitude.

However, completely contrary

to Edward’s thinking,

he said, “I think your old car is not bad.

At least one more year to use.

If you change the car now,

it will be a bit expensive.

I think you should wait a little longer.”

Then he handed a business card to Edward.

At this point, Edward’s previous guarding

and opposing mentality gradually disappeared

and a week later Edward called the salesman

to order a new car.

Resentment psychology can cause customers

to refuse to buy your product,

but it can also motivate them to buy.

In the above example, it is the elimination of customer resistance

that makes them actively buy the product.

Therefore, in the process of introducing products to customers,

it is necessary to avoid arousing

the customer’s objectionable state

and at the same time stimulating their opposing psychology

to pave the way for curiosity

to lead to an intense desire to buy list of customers.

And with those two aspects,

you can influence customer positivity and desire to shop, driving your sales to success.

Practical experience

When customers’ psychological needs are not met,

they want to possess more.

Because people’s curiosity is very strong,

the things they are hard to get,

the more they want to hold;

The more hidden things are,

the more they want to know.

The more sellers say their products are good,

the more customers think they are being cheated;

The more enthusiastic the seller,

the more fake the customer feels.

That’s why salespeople should know the right way to “back and forth”

to “take advantage” of the opposite psychology of customers.

One of the surest ways of making a friend

and influencing the opinion of another

is to give consideration to his opinion,

to let him sustain his feeling of importance. — Dale Carnegie


29: Customer’s desire to be cared for

When customers refuse to cooperate,

the most skillful way to keep them is not “profit” but sincerity,

enthusiasm and patience to move them.

Because “the money is dry,

the love is also pale”,

but the touch not only makes customers remember forever

but also has the power

to influence the people around.

Each situation will have different effects on human behavior.

For example, you will feel comfortable around friends and family,

but will be limited when interacting with strangers.

Thus, we can make certain changes

to the human psyche,

and at the same time stimulate a certain tendency

and behavior in them through the environment.

For the consumption of goods, too,

the level of customer satisfaction is

what the seller needs to pay attention to.

And making customers happy also plays a very important role.

Let’s create a situation that makes customers feel comfortable,

familiar, less wary,

vigilant to bring buyers

and sellers closer together,

customers share their thoughts and requirements,

people Sellers demonstrate their knowledge of the product,

treat each other with sincerity,

and facilitate transactions.

Better service and product quality can bring comfort,

and a sense of satisfaction will make customers voluntarily

withdraw their wallets to buy goods.

Circumstances are also an important detail

in the customer service process including how large

and small, large refers to the place

where the transaction is conducted,

such as a store, store, customer’s home,


company, etc.

school, etc…;

The small thing is to talk about the atmosphere of discussion

between staff and guests,

such as whether the staff is enthusiastic about the guests,

whether the conversation is skillful or not,

whether the behavior is appropriate or not.

People can actively create harmonious situations and atmospheres.

This has a certain effect on transactions.

For example, the restaurant is designed very elegantly and comfortably;

there is soft music;

Service staff neat, good-looking,

enthusiastic attitude, polite.

The goal is for customers to dine comfortably,

satisfied and keep coming back next time.

Therefore, we can see the importance of decorating the environment,

making customers feel at home.

Thailand’s Oriental Hotel is a world-class hotel

with over 100 years of history.

To have the success and popularity of today,

it is necessary to mention the pleasant atmosphere along with the attentive,

caring and respectful care and meticulous arrangement,

attention to detail of the hotel staff.

Except for large spaces such as bedrooms,

restaurants, and amusement parks

that make customers feel comfortable,

other small services also make guests feel extremely satisfied.

For example, hotels have a policy

that floor attendants must name each guest

in each room the first morning

and greet them by name every time they meet.

Even after many years of not staying at the hotel,

customers still receive letters from the hotel saying “Dear Mr. X, happy birthday to you!

It has been 5 years since you have visited,

all of our hotel staff miss you very much.”

This is the secret to the success of Dong Phuong Hotel.

Value customers, give them the most attentive service,

create a refreshing environment

and atmosphere to retain customers.

Salespeople should also strive in this regard

by taking advantage of circumstantial factors

to exert beneficial influence.

The environment has a great effect on business

so it is not enough to bring the best quality products

and reasonable prices,

instead it is necessary to add an elegant,

intimate atmosphere to maintain and relationship development.

In short, atmosphere and environment is a very important detail in sales.

A good environment and relaxed atmosphere

will help guide the positive development of the sales process.

Practical experience

When you are rejected by a customer,

use your emotions to change their mind.

Use enthusiasm, meticulousness

and sincerity to treat customers.

Even if they are rejected,

the salesperson should thank them with a smile

instead of being cold and indifferent.

This is the only chance you will ever have on earth

with this exciting adventure called life.

So why not plan it, and try to live it as richly,

as happily as possible? — Dale Carnegie

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Angel Cherry

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