Create a tension that you probably can't buy

作者：admin  点击次数：18  发布时间：2025-03-19

People all have a desire for possession. When we cannot get something, this desire starts to work. We always imagine the things we cannot get to be very perfect. Even if we tell ourselves hundreds or thousands of times that there is no perfect thing, we still feel that the things we cannot get are better than the things we have. Therefore, the more things we cannot get, the more precious they become in our hearts, and we can't wait to have them.

It is the same when customers buy goods. Sometimes, the harder it is to get something, the more customers want it. If the salesperson can make good use of this psychology of the customer, let the customer know that this product is scarce, create a tense atmosphere for the customer that it is very likely that he cannot buy it, and let him have a desire to possess the goods you are selling, and then you tell him that it is now in stock and this product can be bought, the customer must be very happy at this time, so he will happily buy your goods.

The salesperson in the following case used this psychology of the customer to successfully sell the house.

A salesman was selling two houses, A and B. He wanted to sell House A, so he said to the customer:

"What do you think of these two houses? House A has been chosen by someone two days ago, and he asked me to keep it for him, so you should take a look at House B! It's not bad either." Of course, the customer wanted to see both houses, and the salesman's words left a deep impression on the customer, making him feel that "House A has been ordered, so it must be good." In this way, he felt that House B was not as good as House A, and finally he left with some regret.

A few days later, the salesman found the customer and told him happily: "You are really lucky. It happened that the customer who ordered House A returned the house. He said that he had too many family members and felt that the house was a bit small. He wanted to find another bigger house. I saw that you were interested in House A that day, so I specially kept it for you. You can buy House A now."

Hearing this, the customer was of course very glad that he had the opportunity to buy House A. Now what he wanted was delivered to his door. If he didn't buy it now, when would he buy it? Therefore, the salesman quickly sold House A.

In this example, the salesperson firmly grasped the customer's psychology. By attracting the customer's attention to House A, and then telling him that House A has been ordered, the customer felt very sorry, stimulating his stronger desire to possess House A. Then, he created an unexpected opportunity to give the other party the opportunity to buy House A. In the end, the customer easily and happily bought House A. This case tells us that in sales, if the salesperson can grasp and make good use of the customer's psychology, it will achieve twice the result with half the effort. When dealing with customers, if it doesn't work to go with the flow, you can try going against the flow. So in the specific sales process, how should the salesperson mobilize this part of the customer's potential desire?

(1) Set the consumption quantity

Usually, customers feel that there are too many products, so they are not in a hurry to buy. However, if the salesperson tells the customer that each person can only buy one or two products, the customer is limited in the purchase quantity. Will he think that there are not many products left? Since there are not many, if they are bought by others, I can't buy them. Therefore, when merchants put up limited sales advertisements, they can often stimulate customers to buy.

(2) Setting a consumption time

In life, we often see stores put up slogans like "Discount, last three days." Setting a promotion time is undoubtedly telling customers that you will not be able to enjoy this treatment after three days, and the price will increase. For customers, buying three days ago can save some money, but buying three days later will cost more, so customers are naturally willing to seize this opportunity. Therefore, if the salesperson feels that the customer has a need to buy but is hesitant to make a decision, then it is a good idea to use this strategy to mobilize the customer's consumption desire.

(3) Setting consumption conditions

It stands to reason that if there are no conditions, customers will have no enthusiasm for consumption, and if conditions are set, customers should be even less likely to buy. The fact is just the opposite. When purchase conditions are set, customers' consumption enthusiasm is significantly enhanced. This is because when there are no purchase conditions, everyone can buy. When purchase conditions are set, many customers cannot buy even if they have money, so their psychological imbalance will prompt them to find ways to buy. Therefore, if the salesperson wants certain customer groups to buy your products, he might as well exclude them deliberately to mobilize their inner desire to buy.

3. Let customers find sufficient reasons to buy products

In the field of sales, there is such a phenomenon: many salespeople always ask customers to buy his products when selling products to customers, and do not say what benefits the purchase of such products will bring to customers. As a result, their actions upset customers and simply drive them out.

Some excellent salespeople understand one thing: if you want customers to buy your products, then you must explain the advantages of your products to customers one by one, so that customers can recognize the advantages of the products, so that customers can find sufficient reasons to buy products and feel that this product is indeed what they need. When Tom Hopkins sells products to customers, he cleverly uses witty words to tell customers the reasons for buying products. Let us savor his legendary story carefully:

Tom Hopkins is a famous sales master in the world today. He was a salesman of Arctic Ice Company. Arctic Ice Company is a company specializing in the production of ice cubes. This kind of ice cubes has two main uses: commercial ice and life ice.

Once, the sales manager asked him to sell ice to Ameslin, an Eskimo who lived around ice. Tom Hopkins knew that Ameslin was surrounded by natural ice, so how could he accept the ice sold by his company? Although he knew it was difficult to sell, he did not give up, but "knew there were tigers in the mountains, but went to the tiger mountain". After determining the sales target, he immediately visited him.

"Hello! Mr. Ameslin! My name is Tom Hopkins, and I am a salesman from Arctic Ice Company. I would like to introduce to you the many benefits that Arctic ice can bring to you and your family." Before Tom Hopkins finished speaking, Ameslin laughed and said, "Sell us ice? Are you crazy? We are surrounded by natural ice, and we live in ice! Young man, you are really interesting. I have heard a lot about the good products in your country, but ice is really not rare for us, because we live in ice." After saying this, Ameslin made a very strange gesture.

Tom Hopkins was not discouraged by this and continued, "Sir, you are absolutely right. You do live in ice. But I can see that you are a person who pays attention to the quality of life. We all know that price and quality are always linked. Can you explain why the ice you are using now is free?"

Amerslin answered confidently, "It's simple, because there is ice everywhere, and of course the ice is not valuable."

Tom Hopkins followed his words and said, "You are absolutely right. The ice you use is all around you. Day and night, no one cares, is that right?"

Amerslin replied: "Yes, yes, there is too much of this kind of ice."

Tom Hopkins continued: "Well, sir, you should know that there are traces of people on the ice, neighbors also clean fish entrails on the ice, and clumsy polar bears also walk around on the ice, and penguins also leave dirt by the water... You can imagine how many animal traces are left in the ice."

After hearing what Tom Hopkins said, Ameslin immediately showed a very disgusted expression and responded reluctantly: "I would rather not think about these things."

Seeing his disgusted expression, Tom Hopkins laughed secretly in his heart, and then said: "Maybe this is the reason why it is so cold. The reason why the ice in the ice cubes is free of charge can also be said to be the reason why it is economical! "

Amerslin suddenly realized the seriousness of the pollution of the ice cubes here, and a very uncomfortable expression appeared on his face, and then he said: "I'm sorry, I suddenly feel very uncomfortable."

Tom Hopkins went further and said: "I understand that you will feel uncomfortable if you put this unprotected ice cubes in your family's drinks without disinfection. If you want to feel comfortable drinking, you must disinfect it first. How did you disinfect it before?"

Amerslin thought for a while and said: "I think it should be boiled!"

Tom Hopkins asked again: "Yes, first "What does ice become after it is boiled?"

Amerslin said without hesitation: "Water!"

Tom Hopkins said again: "Aren't you wasting your time? Speaking of time, if you are willing to sign your name on this agreement, your family can enjoy their favorite, clean and hygienic Arctic ice drink tonight." When Tom Hopkins finished speaking, he suddenly remembered something and asked: "By the way, I really want to know what your eviscerated neighbor thinks. Is he also happy to enjoy the benefits of Arctic ice?" Finally, Tom Hopkins successfully sold the product to the Eskimo Amerslin.

It is indeed not easy to sell ice to the Eskimos living in the world of ice. However, Tom Hopkins did it, and he did it very beautifully. How did he do it? One important reason is that he used a progressive way to explain to customers the reasons for buying ice. As the saying goes: "You get what you pay for." Tom Hopkins understands the consumption needs of customers, and they also want high-quality ice. Therefore, Tom Hopkins started his narrative with the theme that ice cubes around the Eskimos are free, and he pushed forward layer by layer, and finally cleverly persuaded the Eskimo Amersilin to buy ice cubes.

Therefore, for salesmen, telling customers the reasons for buying is a good way of selling, which can make customers feel assured to buy and happy to use.