Sales And Psycology


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This presentation is concerned with the psychological factors that effect customers buying and consequently our sales procedures.It was presented under the topic 'sales skills'.. I am sharing only my part..i.e psycological one..:)

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Sales And Psycology

  1. 1. Sales and Psychology<br />Presented By <br />08-SE-59<br />
  2. 2. A person's buying choices are influenced by four major psychological factors:<br /><ul><li>Motivation
  3. 3. Perception
  4. 4. Learning
  5. 5. Attitudes and Beliefs.</li></li></ul><li>Motivation<br />A motive (or drivel) is a need that is sufficiently pressing to direct the person to seek satisfaction.<br />
  6. 6. An aging baby boomer who buys a sporty BMW 330Ci convertible might explain that he simply likes the feel of the wind in his thinning hair. At a deeper level, he may be trying to impress others with his success.<br />Marketers use touchy-feely approaches to dig deeply into consumer psyches. E.g. think about brands as if they were your friends. Imagine you could talk to your TV dinner. What would he say? And what would you say to him?.... Now, think of your shampoo at an animal, Would it be a panda or a lion? A snake or a wooly worm?<br />
  7. 7. Maslow's hierarchy of needs<br />
  8. 8. Perception<br />Perception is the process by which people select, organize and interpret information to form a meaningful picture of the world.<br />A persons acts are influenced by his or her perception of the situation<br />
  9. 9. Perceptual Processes<br />Selective attention<br />Selective distortion<br />Selective retention<br />
  10. 10. Selective Attention<br />The tendency for people to screen out most of the information to which they are exposed.<br />Marketers must work especially hard to attract the consumer's attention.<br />
  11. 11. Selective Distortion <br />Selective distortion describes the tendency of people to interpret information in a way that will support what they already believe.<br />Marketers must try to understand the mind-sets of consumers and how these will affect interpretations of advertising and sales information.<br />
  12. 12. Selective Retention<br />Tendency of a customer to remember good points made about a brand they favor and to forget good points made about competing brands.<br />That is why, marketers use so much drama and repetition in sending messages to their market.<br />
  13. 13. Learning<br /><ul><li>Learning describes changes in an individual's behavior arising from experience.
  14. 14. A drive is a strong internal stimulus that calls for action.
  15. 15. A drive becomes a motive when it is directed toward a particular stimulus object. For example, a person's drive for self-actualization might motivate him or her to look into buying a digital camera</li></li></ul><li>Beliefs<br />A descriptive thought that a person has about something. <br />May be based on real knowledge, opinion or faith.<br />These beliefs make up product and brand images that affect buying behavior and ultimately sales too.<br />
  16. 16. Attitudes<br />Attitude describes a person's relatively consistent evaluations, feelings and tendencies toward an object or idea.<br />Are difficult to change. <br />A company should usually try to fit its products into existing attitudes rather than attempt to change attitudes. <br />
  17. 17. Activity :<br />Read every thing before you do anything<br />Write down your name on top of the page<br />Write “SALES $KILLS” at the bottom of the page.<br />Repeat previous point in your mind<br />Repeat the following “The customer is always right!”<br />Put “X” over where you wrote SALES $KILLS<br />Underline the nouns in the following: There is a difference between Selling and Marketing.<br />Repeat step 6 then go to step 9<br />Perform step 1 and 2 only and go to step 10<br /> Fold your paper and hand it over!<br /> <br />
  18. 18. “I have not failed . I have just found ten thousand ways that won’t work “<br />Thomas Edison<br />Thank you <br />