Pull Sales Promotion Is The Study Of Consumer Psychology.

Pull sales promotion is to study the needs, needs, desires and desires of consumers. From the standpoint of consumers, the prospective customers will further deepen their understanding and recognition of products by meeting the needs of consumers.

It can be divided into four categories: group based promotion, time promotion, regional promotion and event promotion.

Have consumption

Products should be targeted at the corresponding consumer groups. For products with no consumption difference, we should plan more targeted promotions for different groups.

The consumption psychology of men and women is very different.

Although the household appliances are not strictly divided into male household appliances and female household appliances, the proportion of different household appliances is different. For example, washing machines are definitely more women, such as computers, which are definitely more men.

People of different age groups also have different differences in purchasing and using household appliances.

For the elderly, the most practical and practical, for young people, it is aesthetic, for children, it is durable and simple.

For example, there are children's fridge in the fridge, and there are old water heaters in the water heater.

For example, for different types of induction cooker, you can plan promotions for young women, or plan for men's sales promotion.

Different occupations and different incomes show different personalities. If we grasp these personalities, sales promotion will be more effective.

For car owners, you can plan activities that car owners like to participate in. For moonlight clan, you can plan how to save money and use theme activities. For young women, they plan family and life promotion activities.

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One mistake often made by the front-line workers is to tell customers when they ask the price of high priced goods for the first time.

This is a big mistake.

A lot of shopping guide is strange, the customer asks me the price, do I not answer?

When men and women are in love, if one side sees the first side, the first sentence says, "marry me."

The other side must be surprised: I don't know anything about you yet. Is this person neurotic?

There is no chance of the second meeting.

In fact, the end of the shopping guide to customers at the beginning of the price, is the same reason.

When you are in love, you must first introduce your situation: work unit, family status, income level, hobbies and so on. After two years of interaction, the two sides fully understand each other before they can get married.

"You marry (marry me)" is definitely the last thing to say.

For the terminal shopping guide, it is also a "mini" process of making love with customers: we must first fully introduce the advantages of our products, core selling points and benefits to customers, and then judge the customers' purchase intention and basic choice tendency before we finally tell the price.

If the customer does not know your product and your product has a high price tag, the customer will be too expensive.

For customers, the easiest thing they perceive and judge is the price of the product, so they care about the price and the price is natural.

For the excellent terminal shopping guide, we need to defuse it skillfully?

The product line of the terminal is generally divided into three categories according to the target location.

For the terminal shopping guide, should we introduce products in the low to medium high order, or introduce products in high, medium to low order? This is the direct embodiment of how to manage customers' psychological accounts.

Excellent introductory order is the high - middle - low "subtraction" introduction.

First introduce the most expensive product, even if the customer does not buy the most expensive product, the customer will feel that the middle and low end products will be relatively cheap, and ultimately choose to buy.

According to the low middle high "addition" method, low price products can only make the products introduced later appear very expensive, and the psychological accounts of customers have undergone subtle changes, prompting customers to give up the purchase decisions.

The general idea of terminal shopping guide is to attract customers to stay in stores with low price products in order to keep customers away.

This may promote the sale of low-priced products, but it increases the difficulty of selling high-end products.

The shopping guide is still unaware of the high price of the product.

In fact, it is the incorrect introductory order that lets customers feel the price of products is high and drives customers away.

When customers feel that the number of products they purchase is very small or they will be less and less, they are willing to pay higher prices for their own products.

This is why the big snow disaster in the South has fried a packet of ordinary instant noodles to 50 yuan sky high price.

In fact, this principle has been widely applied in business.

"Limited number, sold out" and "last deadline" strategy are commercial applications.

If the terminal shopping guide ingeniously creates this scarce atmosphere at the terminal, it can also make subtle changes in the psychological accounts of the customers, thus facilitated the sale of high priced products.

As illustrated above, it is difficult for customers to bargain for a packet of instant noodles at a star rated hotel or airport, although the customers are very aware that the price of the instant noodles has completely deviated from its value.

Why do customers "dare to speak up" and make a modern version of "buying and selling beads"? This is a powerful environmental force.

In the high-end hotels such as star hotels or airports, it's too expensive to bargain. The grade and grade of them are too low. They will be laughed at and despised by others.

From this example, we can see that the sense of value can enhance the sense of value and reduce the sensitivity of customers to high prices.

Therefore, dealers do not want to save a few small money, rather than shop in the door and interior decoration style, decoration grade input.

This is a great loss.

Customers often judge the brand's strength and grade according to the size of the shop front, the grade and the luxurious degree of the store decoration.

It is natural for high-end shops to sell high priced products on customers' potential psychological accounts. The pricing of high priced products in these high-end establishments is reasonable.

Customers, whether intentional or unintentional, bought a single premium environment.

The same is true for store personnel.

The tip of a customer to a five star hotel doorman or waiter must be higher than that of a low star hotel.

The reason is the service image of the service staff of the five star hotel, and the service quality is definitely the highest.

Highlighting the professional image and service quality of store personnel can also add bonus points to customers' mental accounts.