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Daca credeai ca un produs se vinde singur, te inseli. Un produs se vinde in functie de cat de bine il intelegi pe client.
1. Ofera o garantie cat mai mare
Poate parea contraintuitiv sa le oferi clientilor o perioada mai mare in care pot sa returneze produsele, dar aceasta tactica are efectul exact opus: micsoreaza sansele ca acestia sa o faca. S-au facut studii in care o perioada de garantie de un an, spre exemplu, a rezultat in mai putine produse returnate la vanzator decat in cazurile in care s-au oferit garantii de 30, 60 sau 90 de zile.
De ce merge? Probabil pentru ca, cu cat perioada este mai mare, cu atat clientul este mai putin presat sa vada daca merge. Ajunge astfel sa uite complet de el dupa o perioada si uita sa-l mai returneze. Vorbim despre cazul in care nu e multumit de el, evident.
2. Propune clientului o oferta initiala mare
Vad asta peste tot pe Internet mai nou, deci nu ne putem indoi de eficacitatea sa. Daca ii oferi unui client un produs la un anumit pret, acesta s-ar putea sau nu sa il cumpere. Dar daca, inainte de asta, ii oferi un produs sensibil mai scump si el spune (evident) ”nu”, vor creste sansele sa spuna ”da” produsului initial pe care doreai sa i-l vinzi oricum.
3. Apeleaza atat la partea logica, cat si la cea emotionala
În capul fiecaruia dintre noi se duce o batalie atunci cand suntem pe punctul de a cumpara. O parte din noi vrea un produs pe considerente emotionale, chiar daca acesta nu ne aduce beneficii. Apoi incepem sa ne gandim logic la aceste beneficii pentru a vedea daca, intr-adevar, are sens sa aruncam banii pe fereastra.
Daca vrei sa maresti vanzarile, trebuie sa prezinti atat beneficiile logice, cat si cele emotionale, pentru ca nu știi care dintre ele va fi decisiv si il va determina pe client sa cheltuie banii.
4. Nu subestima lacomia clientului
Lacomia umana, desi nu e un subiect prea placut de discutat, e inca acolo. Nu am evoluat chiar asa de mult. Cu cat ii oferi unui client beneficii mai multe si mai importante pentru el, cu atat i se va parea ca pretul merita. Cu cat ii arati ca produsul pe care i-l vinzi valoreaza mai mult, cu atat il va dori mai mult.
5. Pozitioneaza-te ca si consilier, nu ca vanzator
Lumea cumpara de la persoane pe care le percepe ca avand propriul lor interes si evita persoanele care e evident ca incearca doar sa le vanda ceva. Ca si consumatori, suntem usurati sa dam pe cineva care chiar ne intelege si ne consiliaza cand vine vorba sa facem o achizitie si nu vrea doar sa ne ia banii.
Cu cat iti cunosti mai bine nisa si clientii, cu atat le poti oferi atat sfaturi, cat si produse de calitate superioara, iar ei se vor inghesui sa cumpere cu incredere.
Ovidiu Lazar este specializat in blogging si marketing online, avand mai multe bloguri si produse informationale pe care le promoveaza listelor sale de abonati. Unul dintre secretele succesului sau online consta in faptul ca petrece mult timp studiind clientii si modalitatile de a le oferi cat mai multa valoare prin produsele puse la dispozitia acestora.
PSIHOLOGIE.RO va recomanda cartea „Tu si banii. Cum sa-ti controlezi relatia cu banii”, de Emmanuelle Daviet si Marc Levy-Davila.
Spune-mi cum cheltuiesti, ca sa-ti spun cine esti! ne indeamna autorii cartii „Tu si banii. Cum sa-ti controlezi relatia cu banii” Emmanuelle Daviet si Marc Levy-Davila. Amandoi, pasionati de psihologia consumului si de relatia individului cu banii, analizeaza cum banii au devenit la fel de importanti ca si sexul, dar la fel ca si sexul sunt un subiect tabu. Cum diferentiem banii cheltuiti bine de banii risipiti si cum invatam sa ii stapanim pentru a ne atinge scopurile si a fi fericiti, nu pentru a cumpara obiecte inutile?
Puteti citi gratuit mai multe pagini din carte aici – PsihoShop.ro.