CWAY Miami 2010 - The Psychology of Selling


Published on - Sean "The Shark" Jimenez covers the Psychology of Selling at The CWAY Miami 2010 - Martial Arts Business Training, Technology Classes and a Great Place to Network.

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CWAY Miami 2010 - The Psychology of Selling

  1. 1. The Psychology <br />of Selling<br />Learn how to Persuade and Cash in!<br />Hosted by Sean “The Shark” Jimenez<br />
  2. 2. SWAGGER<br />Hosted by Sean “The Shark” Jimenez<br />
  3. 3. Weapons of influence….<br />Reciprocation<br />Contrast<br />Perception<br />Liking<br />Commitment<br />The written word<br />Hosted by Sean “The Shark” Jimenez<br />
  4. 4. Reciprocation<br />Hosted by Sean “The Shark” Jimenez<br />
  5. 5. Reciprocation Theory<br /><ul><li>The old give and take…. And take!
  6. 6. The rule says that we should try to repay in kind what another person has provided us.
  7. 7. 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.
  8. 8. Feeling indebt to someone. Think about that feeling.</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  9. 9. Reciprocation Theory<br /><ul><li>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.
  10. 10. This is to the advantage of the manufacturer to expose the public to the quality of the product.
  11. 11. The beauty of the free sample is that it is a gift, and will engage the reciprocation rule.
  12. 12. 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.
  13. 13. Instead they buy the product even if they didn’t like it especially well.</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  14. 14. Puppy Dog<br />Hosted by Sean “The Shark” Jimenez<br />
  15. 15. Be weary of two things…<br />Reciprocal Concession<br />Raffle Tickets vs Chocolate Bars<br />The rule can trigger an unfair exchange.<br />Ex. Car stalled jump start vs can I borrow your car.<br />So be Very Careful!!!!<br />Hosted by Sean “The Shark” Jimenez<br />
  16. 16. Application…<br />Offer a “free sample”<br /><ul><li>Two free private lessons
  17. 17. One month free
  18. 18. 2 free weeks</li></ul>Hit em’ with the “puppy dog”<br /><ul><li>Send them home with a uniform
  19. 19. Give belt</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  20. 20. Contrast Principal<br />Hosted by Sean “The Shark” Jimenez<br />
  21. 21. Hosted by Sean “The Shark” Jimenez<br />
  22. 22. Hosted by Sean “The Shark” Jimenez<br />
  23. 23. Contrast Principal<br />Effects the way we see the difference between two things that are presented one after another.<br />If the second item is fairly different from the first, we will tend to see it as more different than it actually is.<br /><ul><li>The point is that the same thing can be made to seem very different depending on the nature of the event that precedes it.
  24. 24. Hot Water, Cold water, room temperature water.</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  25. 25. Contrast Principal<br /><ul><li>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.
  26. 26. Sweater vs Suit
  27. 27. Shoe salesmen</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  28. 28. Application…<br /><ul><li>Sell the higher priced item first.
  29. 29. Then ask for the “ad on” purchases at the end</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  30. 30. Perception<br />Hosted by Sean “The Shark” Jimenez<br />
  31. 31. Hosted by Sean “The Shark” Jimenez<br />
  32. 32. Expensive = Good<br />Hosted by Sean “The Shark” Jimenez<br />
  33. 33. Ask yourself these questions…<br /><ul><li>How is your school perceived? How are you perceived?</li></ul>Application…<br /><ul><li>Do not undersell your program
  34. 34. Set yourself up for success</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  35. 35. Liking,<br />The friendly thief<br />“The main work of a trial attorney is to make the journey like his client.”<br />-Clarence Darrow<br />Hosted by Sean “The Shark” Jimenez<br />
  36. 36. Liking, we say yes to people we know and like.<br />How are we liked?<br />Natural factors: good looks<br />Research has shown that we automatically assign to good-looking individuals such favorable traits as talent, kindness, honesty and intelligence. <br />Canadian federal election study – attractive candidates, received more than two and a half more votes than unattractive candidates!<br />Hosted by Sean “The Shark” Jimenez<br />
  37. 37. 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?<br />-yes, similarity!<br />We like people who are similar to us. Whether in the area of opinions, personality traits, background, or life style.<br />Hosted by Sean “The Shark” Jimenez<br />
  38. 38. How else can we be liked?<br />Complimenting<br />How my girlfriend tricked me into being in a relationship with her! “she said she likes me!”<br />The information that someone fancies us can be a bewitchingly effective device for producing return liking and willing compliance.<br />We are phenomenal suckers for flattery.<br />Hosted by Sean “The Shark” Jimenez<br />
  39. 39. Application…<br /><ul><li>Offer water when someone walks in.
  40. 40. Say hello.
  41. 41. Being well groomed, shaven, clean hair, smell nice and fresh.</li></ul> “so fresh and so clean”<br /><ul><li>Dress, put the intro in a uniform.</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  42. 42. Commitment<br />Hosted by Sean “The Shark” Jimenez<br />
  43. 43. Commitment<br />Goal setting<br />Have your intro or new student set goals, write them down and commit to them at registration.<br />Reward them for doing so.<br />Follow up and re-evaluate<br />Hosted by Sean “The Shark” Jimenez<br />
  44. 44. The Written Word<br />Hosted by Sean “The Shark” Jimenez<br />
  45. 45. The extra effort<br />Written commitments are so effective because they require more work than verbal ones.<br />The more work that went into the commitment, the greater is its ability to influence the attitudes of the person who made it.<br />There is something magical about writing things down.<br />Personal commitment alone has proved to be a very important psychological aid in preventing customers from backing out of their contracts.<br />Hosted by Sean “The Shark” Jimenez<br />
  46. 46. Application…<br /><ul><li>Written words. Good job notes
  47. 47. Have the customers not the sales rep fill out the agreement.
  48. 48. Tell your students, Something special happens when people put there commitment on paper. They live up to what they have written down.
  49. 49. Write down feedback to your employees
  50. 50. Encourage through your written word</li></ul>Hosted by Sean “The Shark” Jimenez<br />