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We are also more likely to make impulsive purchases when we are stressed or when we identify a lack of control over situations. This is why purchases increase in countries that have faced extreme situations, such as natural disasters. This principle also explains why we are more likely to compulsively shop when we are with friends or people we don't know as well, but less likely when we are with relatives from our closest family circle, as research from the University of Texas indicates . Another research , cited by the English newspaper “ The Guardian”, showed that playing classical music increases sales of the most expensive wines in restaurants. Pop music tends to boost soda consumption. Even if customers are not aware of these influences, calm music associated with the smell of lavender makes people want to spend more time in establishments. All these situations show that human beings do not make 100% rational and controlled decisions all the time. Although most people think that human consumption is regulated according to functional characteristics - that is, the instrumental value or usefulness of the product or service, the truth is that there is an enormous influence of psychological and symbolic factors in the act of any purchase. . Precisely for this reason, studying these factors and understanding how leads act and feel is so important.
This is where sales psychology comes in . Simply put, it's a set of ideas, principles and tools from psychology that help sales professionals get inside the customer's mind and improve marketing plans and strategies . In this post, we show why sales psychology is important for your business and what its main Denmark Email List assumptions are. Continue reading to find out more! What can sales psychology do for your business? We start with the question: Is your business guided by a strategy and guided by a grounded posture? Or is it rather governed by the famous “trial and error” principle? If the answer “no” was given to the first question, the chances of success are much less. In any business area, supporting actions and having a plan is much more secure in being successful. Basically, sales psychology offers us a reasoned strategy for action – a guide for how to make decisions , rather than groping in the dark. We can say that, in general, human behavior is regular and predictable. Even though there are logical variations from person to person, it is possible to outline a set of common principles that guide the actions of customers.
The idea is precisely to incorporate these principles, arising from the behavioral knowledge of psychology, and apply them to sales processes , focusing on the customer's persona. Martin Lindstrom (The logic of consumption) and Martín Tetaz (“Psychonomics”) dedicated themselves to studying the psychology behind the act of buying. From these works, we can extract some general principles that can make the difference in a well-founded marketing strategy . Let's look at some of these principles below. Sales have an emotional component Human beings are emotional beings and, consequently, the decision to buy something carries a great emotional charge – that is, such decisions are not just about need; they are not entirely logical, they are emotionally driven. As psychologists have noted, many purchases occur when consumers perceive that the product or brand they are buying matches their own attitudes and opinions, helping them to express themselves and consolidate their own sense of self. For example, if a person considers himself cool and cool, he probably won't have a problem paying a little more to buy a product that he considers cool and cool. Therefore, products and, mainly, brands play the role of symbolic trophies that consumers use to consolidate self-concepts and communicate it to others.
This is where sales psychology comes in . Simply put, it's a set of ideas, principles and tools from psychology that help sales professionals get inside the customer's mind and improve marketing plans and strategies . In this post, we show why sales psychology is important for your business and what its main Denmark Email List assumptions are. Continue reading to find out more! What can sales psychology do for your business? We start with the question: Is your business guided by a strategy and guided by a grounded posture? Or is it rather governed by the famous “trial and error” principle? If the answer “no” was given to the first question, the chances of success are much less. In any business area, supporting actions and having a plan is much more secure in being successful. Basically, sales psychology offers us a reasoned strategy for action – a guide for how to make decisions , rather than groping in the dark. We can say that, in general, human behavior is regular and predictable. Even though there are logical variations from person to person, it is possible to outline a set of common principles that guide the actions of customers.
The idea is precisely to incorporate these principles, arising from the behavioral knowledge of psychology, and apply them to sales processes , focusing on the customer's persona. Martin Lindstrom (The logic of consumption) and Martín Tetaz (“Psychonomics”) dedicated themselves to studying the psychology behind the act of buying. From these works, we can extract some general principles that can make the difference in a well-founded marketing strategy . Let's look at some of these principles below. Sales have an emotional component Human beings are emotional beings and, consequently, the decision to buy something carries a great emotional charge – that is, such decisions are not just about need; they are not entirely logical, they are emotionally driven. As psychologists have noted, many purchases occur when consumers perceive that the product or brand they are buying matches their own attitudes and opinions, helping them to express themselves and consolidate their own sense of self. For example, if a person considers himself cool and cool, he probably won't have a problem paying a little more to buy a product that he considers cool and cool. Therefore, products and, mainly, brands play the role of symbolic trophies that consumers use to consolidate self-concepts and communicate it to others.