Create a sense of consumer security for customers

作者：admin  点击次数：26  发布时间：2025-03-15

Maslow, a representative of humanistic psychology, believes that a sense of security is a need for humans to protect their own safety, and it is also the second need that must be met in addition to physiological needs. In the sales process, after the basic psychological needs of customers are met, they will pursue a higher level of needs, that is, a sense of security. When they buy products, they often pay attention to whether the product will bring a sense of security to themselves and their families, or what unsafe threats can be avoided. As a salesperson, you must understand the customer's psychological needs for security and strive to create a sense of security for customers.

Hara Ippei is an outstanding insurance salesman in Japan. When he persuaded Mr. Yamamoto to take out insurance, Yamamoto always gave some trivial and meaningless rebuttals.

Hara Ippei stared at Yamamoto and said, "Mr. Yamamoto, you have enough ability to pay and care about the safety and health of your family more than anyone else. But you still can't make up your mind to buy insurance. It may be that the insurance method I introduced to you before is not suitable for you. Maybe you should sign a '29-day insurance contract'."

Mr. Yamamoto obviously didn't understand what the "29-day insurance contract" was, so he asked, "What kind of insurance is this?"

Hara Ippei explained calmly, "The '29-day insurance contract' is the same as the insurance I introduced to you in the past, and the amount of refund at maturity is exactly the same. And people who buy this insurance only need to spend a normal amount of money. 50% of the insurance premium in the insurance contract."

Mr. Yamamoto showed a surprised and happy look: "Why only 50% of the insurance premium is enough? There should be some special requirements, right?"

Hara Ippei still said in a leisurely tone: "Mr. Yamamoto, the so-called '29-day insurance' means that you are insured for 29 days a month, and you can choose the other one or two days at will."

"But how do you plan to spend your rest time? You may choose to stay at home. In fact, according to relevant statistics, the home is the most dangerous place." As he said, Hara Ippei handed some statistical data to Mr. Yamamoto.

The joy on Mr. Yamamoto's face disappeared at this time. At this time, Hara Ippei said: "Mr. Yamamoto, please forgive me. The insurance method I proposed is irresponsible to you and your family, but you have a strong sense of responsibility for your family. When I explained this "29-day insurance", I said that you have one or two days a month without protection. I am worried that you will think: "What if I get injured during this time?"

Mr. Yamamoto nodded sincerely, indicating that he agreed with Hara Ippei's statement.

Hara Ippei continued: "Mr. Yamamoto, you don't have to worry about this. I just said this insurance presumptuously. At present, our company does not recognize this insurance method. And I believe that you have long realized the significance of normal insurance scale. With this insurance, no matter when and where, you will enjoy safe protection, and your family will also get such protection. This must be what you want, right?"

What else did Mr. Yamamoto say at this time? He happily bought the most expensive insurance, because he wanted to ensure that he and his family were always in a sufficiently safe insurance system.

Customers have a psychological need for safety when they consume. This safety psychology is more prominent in certain sales areas, such as consumption of medicines, health care, household appliances, and insurance. People buy anti-theft doors, fire extinguishers, various insurances, and health care products because they want to avoid harm to their physical and mental health and life safety. Some customers often lose interest in the entire product, the salesperson, or the company they work for due to concerns about product safety. In this case, the salesperson must find a way to dispel the customer's concerns and make the customer have enough trust in the product and himself. So, as a salesperson, how should you make the customer feel safe? Specifically, start from the following aspects.

(1) Give customers a sense of psychological security

When communicating with sales staff, many customers will ask some more professional questions to test the salesperson. If the salesperson is not professional and the answer makes the customer dissatisfied, the customer will naturally be wary. Because generally, the sales team of a company with guaranteed quality will also be very professional. Therefore, sales staff should strengthen their professional knowledge, appear more professional in front of customers, psychologically win customers, and eliminate customers' wariness. In addition, sales staff should pay attention to their personal image and establish a good external image so that customers can feel that you are a professional sales staff from the inside out. Quality comes from professionalism, and customers' recognition of sales staff is basically recognition of products.

(2) Give customers a sense of economic security

Every customer hopes that the goods they buy can be worth the money, or even more than the money. Therefore, during the sales process, customers will estimate the actual value of the product from time to time. If the actual price you mark is far beyond the customer's estimated value, then the customer will be worried and afraid of being deceived. In fact, the various expenses incurred during the circulation of the product are also part of the cost. Only after deducting these can there be profit. Therefore, during the sales process, sales staff should let customers understand this and maximize profits on the premise that customers can accept it.

(3) Give customers a sense of personal security

Customers buy goods to meet various needs in life, but if the quality of the goods is not up to standard, it will harm the customer's body. Even if the price of the goods is low, the customer will not buy it. Therefore, when communicating with customers, sales staff should let customers get enough safety information. If the crystals you sell are dangerous, you must explain them to the customer and remind them how to use the products and the precautions. Never hide anything from the customer. If the customer can feel that you really care about his safety, then the customer will repay your kindness and cooperation will be a natural thing.