CWAY Miami 2010 - The Psychology of Selling

The Psychology of Selling

Hosted by Sean “The Shark” Jimenez

Learn how to Persuade and Cash in!


SWAGGER


Weapons of influence….

ReciprocationContrastPerceptionLikingCommitmentThe written word


Reciprocation


Reciprocation Theory

•The old give and take…. And take!

•The rule says that we should try to repay in kind what another person has provided us.

•If someone sends us a bday gift, we must send one in return. If someone sends us a Christmas card, we send one back. If a couple invites us over for dinner we must remember and have them over.

•Feeling indebt to someone. Think about that feeling.


Reciprocation Theory

•The free sample – a small amount of the relevant product is offered to potential customers for the stated purpose of allowing them to try it to see if they like it.

•This is to the advantage of the manufacturer to expose the public to the quality of the product.

•The beauty of the free sample is that it is a gift, and will engage the reciprocation rule.

•A favorite place for the free sample is the supermarket. Where customers are offered with a small piece of meet or cheese to try. Many customers find it very difficult to accept a sample from an always smiling attendant, return only the toothpick and walk away.

•Instead they buy the product even if they didn’t like it especially well.


Puppy Dog


Be weary of two things…

Reciprocal Concession

Raffle Tickets vs Chocolate Bars

The rule can trigger an unfair exchange.

Ex. Car stalled jump start vs can I borrow your car.

So be Very Careful!!!!


Application…

Offer a “free sample”• Two free private lessons• One month free• 2 free weeks

Hit em’ with the “puppy dog”

•Send them home with a uniform•Give belt


Contrast Principal




Contrast Principal

Effects the way we see the difference between two things that are presented one after another.If the second item is fairly different from the first, we will tend to see it as more different than it actually is.

•The point is that the same thing can be made to seem very different depending on the nature of the event that precedes it.

•Hot Water, Cold water, room temperature water.


Contrast Principal

•The great advantage of this principal is not only that it works but also that it is virtually undetectable. Those who use it can cash in on its influence without any appearance of having structured the situation in there favor.

•Sweater vs Suit

•Shoe salesmen


Application…

•Sell the higher priced item first.

•Then ask for the “ad on” purchases at the end


Perception



Expensive = Good


Ask yourself these questions…

•How is your school perceived? How are you perceived?

Application…

•Do not undersell your program

•Set yourself up for success


Liking,The friendly thief

“The main work of a trial attorney is to make the journey like his client.”-Clarence Darrow


Liking, we say yes to people we know and like.

How are we liked?

Natural factors: good looks

Research has shown that we automatically assign to good-looking individuals such favorable traits as talent, kindness, honesty and intelligence.

Canadian federal election study – attractive candidates, received more than two and a half more votes than unattractive candidates!


But what if physical appearance is not much at issue? After all, most people possess average looks. Are there other factors that can be used to produce liking?

-yes, similarity!

We like people who are similar to us. Whether in the area of opinions, personality traits, background, or life style.


How else can we be liked?

Complimenting

How my girlfriend tricked me into being in a relationship with her! “she said she likes me!”

The information that someone fancies us can be a bewitchingly effective device for producing return liking and willing compliance.

We are phenomenal suckers for flattery.


Application…

•Offer water when someone walks in.

•Say hello.

•Being well groomed, shaven, clean hair, smell nice and fresh.

“so fresh and so clean”

•Dress, put the intro in a uniform.


Commitment


Commitment

Goal setting

Have your intro or new student set goals, write them down and commit to them at registration.

Reward them for doing so.

Follow up and re-evaluate


The Written Word


The extra effort

Written commitments are so effective because they require more work than verbal ones.

The more work that went into the commitment, the greater is its ability to influence the attitudes of the person who made it.

There is something magical about writing things down.

Personal commitment alone has proved to be a very important psychological aid in preventing customers from backing out of their contracts.


Application…

•Written words. Good job notes

•Have the customers not the sales rep fill out the agreement.

•Tell your students, Something special happens when people put there commitment on paper. They live up to what they have written down.

•Write down feedback to your employees

•Encourage through your written word

Education

CWAY Miami 2010 - The Psychology of Selling