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The psychology of selling is concerned with the psychological operational sequence of perception, conviction and motivation, the work and purposeful waking of emotions, with customized language's application and communication in the sales talk. Their application is a core element of the selling technique and can, depending upon degrees of individual restaurant ethics, also the subject of purposeful manipulation techniques be.
The emphasis of this article lies in the sales field service and in the high-quality sale.
The psychology of selling concerns itself with the following questions: - Which special and statements valid in the sales can be made regarding the human behavior and - Which regularities and connections leave themselves in experiencing and holding back humans during personal, institutionalized or more mechanistically (more Web be based) purchase procedures to - As humans react in relation to advertisement and arguments, with price negotiations and in cases of - Which purposeful incentives and concepts lead to the overcoming of reservations opposite offerers and to a sales - As salesmen can individual customer preferences and aversions promptly recognize and into their strategy for customer production - Which possibilities does the psychology offer for the manipulation of the prospective
Since the establishment of a experimentalpsychological laboratory at the university Leipzig by William Wundt in the year 1879 the psychology loosened itself from its origin homeland, philosophy, and its own discipline with many subranges became. The psychology of selling corresponds in this connection with the following psychological disciplines:
Besides the psychology of selling integrates in particular the following ranges:
In the analytic perspective the sales procedure represents both the exchange of individual salesman and buyer characteristics and the social interdependence of the market parties. Over the character of the dyadischen interaction between buyers and salesmen Franklin B. Evans writes: "The sales is a social situation, in which two persons participate. The interaction between the two persons depends for its part on the economic, physical and personal characteristics of each particular on them. In order to understand however the process, it is necessary to regard both parties of sale as a dyad and not everyone individually. In particular the hypothesis reads: The sales is taken a product of the specific dyadischen interaction of a given salesman and a potenziellen customer and not the result of the individual characteristics of everyone of them for itself. "
The main result of empirical investigations of Evans reads: Ever similar salesman and customer each other are, the more largely are the probability that a purchase comes to conditions. Thereby the similarity in the dimensions age, body size, income, religion, education, political attitudes or also smoke habits was measured. On closer inspection of these dimensions it can be stated that nonverbale characteristics - in particular body size and - smell - for humans signal effect for the potenziellen status and the acceptance of the opposite have. This knowledge finds for example over striving for status symbols and attentive hygiene for salesmen its precipitation or in the selection of socially fitting typologies in the Recruiting.
The exchange of goods and services in the exchange or against currencies is as old as mankind. A systematic study of the psychological procedures running off here is in connection with the emergence of the individual psychology for the end 19. To determine century.
A first beginning for the systematic arrangement of a conviction discussion was seized 1898 by E. pc. Elmo Lewis. It developed the AIDA formula in such a way specified as early beginning of conviction-oriented communication in the sales. The AIDA formula was extended by other authors. The relatively new method collection of the NLP offers by far more differentiated tools to the salesman, in order to obtain a customer for example pictures, while another is supplied with kinesthetic experiences (e.g. with samples). Not blind actionism from the manual and after manual, but systematically individualized achievement decides in transparent buyer's markets on sympathy and reliability of the offer. Depending on like empathisch the salesman, he proceeds to the customer with consideration of the modern behavior research and perception psychology in succession and organization of the discussion guidance will thus adapt and diction, customer coinage or customer preferences consciously to use will try.
Apart from purely philosophical considerations, into which in connection with the terms information, power and moral also find questions of the ethics entrance, the practical Verkaufspychologie is based on some few realizations of the need teachings and motivational research. The Maslow need pyramid because of its simplicity very frequently as basis for the allocation of a customer into a certain need situation one mediates. This range is coined/shaped by the understanding by motivation and the human needs following from it. Others call the following five basic motivations of the customer: social acknowledgment, security and security, confidence, (compromiseless) self-respect as well as independence and responsibility.
The salesman tries to make on the basis verbal or nonverbalen expressions of the customer and its (living or work) environment an allocation into the prevailing need situation (see For this almost all observations are relevant in connection with the customer. If the salesman met such an allocation, he can adapt its arguments to the character of the customer. Interesting here it is that there is an appropriate possibility for the adjustment for each special contents also to the need situation of the customer. One for training purposes already completely expenditure-fills example table of the most important argumentation forms in connection with different products and the most important need situations is here.
Also the realizations of a subjective perception of humans form the foundation of the Verkaufspychologie. As Immanuel Kant already proved, also the opinion is source of realization apart from the understanding. And Sigmund Freud compiled sufficiently that not the fact, but the feeling humans to steer. One places oneself besides the fact that perception always of outside circumstances, which depend situativen context, tendency, intelligence as well as personal coinage and Sozialisation (see: selective perception), then becomes fast clear, which role has to carry the psychology of selling out with the adjustment of a reality in such a way specified to subjective experiencing of the recipient.
An optimized perception that promise to sell has for example the goal to arrange the sales documents optically in such a way the fact that important information falls directly in the eye and achievement restrictions on the back of the contract in small writing or in the picture monitor hardly readably and only briefly is to be taken up. In this connection also the effects of pictures and Typografie on the two large brain halves are well-known. Different signal processing on neural level (highly simplified; the right brain half for feelings, pictures, holistic thinking and the left brain half for numbers, data, language and analytic thinking) prepared the way for the psychology of selling to the realization that presentations holistic are to be shown, i.e. with text and picture portion. From the brain research in the meantime also the meaning of the smell perception is in the zwischenmenschilchen dialogue admits and been received into sales practice.
Due to the unconscious and not controllable effect of the individual elements on the customer, places itself here frequently to the question of the ethics in connection with the conscious employment of these knowledge in connection with an evolutionary principle of the competition around the better strategy as well as the basic need of humans to the dominance of limited resources or the conquest of genetic characteristics of other groups (economical similarly for this: Patents, methods and technical procedures). These possibilities were used since more jeher, in order to deceive other kinships (market participants/customer groups) and arrive at desired goods. Raumbeduftung, body smell, temperature in addition, color of light in the sales room, the purposeful employment of positive attraction words in the discussion or the offer of haptischer elements situativen context find therefore likewise entrance into the psychology of selling like the attention curve of the learning psychology or the group behavior of humans from the social psychology.
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