Versión en español, pulse aquí.
In the post "to sell better," I did an overview of neuromarketing and advertising. In "sell head" I talked about mirror neurons and empathy in the trade visit. Today delve a little deeper into the commercial preparation of the visit. In a future post we will see the first meeting with the client.
Remember, thanks to mirror neurons felt something called empathy. Empathize with another person is mentally identify with your mood. We continue to work prior to the visit. It will prepare us to succeed in many.
Our goal is not to sell. Selling is the consequence, not the end. Our goal is to empathize with the customer.
Before taking the next step we will, as discussed in "sell head," gathered all possible information about the customer. We tried to find out their likes, hobbies and anything that our client, yet potential, put in your life to make it more enjoyable.
We are in the time prior to the visit, the same day in the morning. Recently, we woke up and we get dressed. I like to compare this time with the previous day made by young people (and some not so young) before leaving the party to flirt. When they open the closet Who do these guys think?. They think being handsome and beautiful, but for whom?. For someone who, in many cases, have not seen for the first time. Of course to be handsome or beautiful is no guarantee to flirt, but score points. How many times to leave home in the morning has worn its customers in mind?. As in the example dressing customer considering score points.
I do not speak of awakening physical attraction on the client, talk to dress them in mind. In commercials differentiate ourselves from competition. Dress customers in mind can we go up a rung on the mental positioning. At the end of the day what we want is that we prefer to us rather than competition. If we have done preliminary work to meet customer tastes, maybe we can include on our clothing that day a detail that sparks your attention. A pin, a color ... Something that will remind us when you need to order the product that we carry in our portfolio.
Once dressed thinking of our customers, we rode in the car and .... We fall into depression listening to what the world goes wrong, remember how hard it is to sell and this month probably will not reach targets .... And we went to see the client fully depressed. Perhaps the "deep depression" is a bit exaggerated. But what is certain is that it is very important to empathize attitude. Think of it much more enjoyable a sincere smile a straight face.
It is important to be informed, know what happens in the world in which we live. But the time before seeing the client is it the right time? No more day?.
The music works wonders. The music has a direct influence on our mood. Through the sense of hearing the music involves the whole brain. Alters our heart rate. Serves to encourage us, serves to relax. Used to have a positive attitude before seeing a client. Bring music in your car you like. Make a compilation of songs that you like to dance, sing and put in a good mood. Take it in the car and hear him on the way to commercial visit.
Selling is not an act, is an attitude. Neuromarketing teaches us and shows that our attitude and using emotional intelligence is much easier sell. From now on in addition to selling his head, ... sell to the heart. With the heart we control the mind (emotional intelligence).
NOTE: I write this post listening to background Many shades of black played by Adele and The Raconteurs, ... Song that puts me in a good mood.
Wednesday, February 29
Wednesday, February 15
Here smells brand
Versión en español, pulse aquí.
Of the five senses that humans have no doubt smell is the most quickly can evoke feelings and emotions.
We could say that for a long time man "has depended on her nose" for survival. Through it we detect spoiled food, the smell we recognize our mother in the first months of life, a pleasant smell of food whets our appetite, ... We categorically declare that the smell was not only a key sense, we might even say it was one of the senses responsible for our survival as a species.
When we smell the odor particles suspended in air they dissolve in the nasal mucosa. Just after the mucosa are the olfactory receptor neurons are able to detect thousands of different odors. These cells transmit odors to the olfactory bulb that communicates directly with our primitive brain, stimulating feelings and memory, and the area of thinking (neocortex). This dual connection described makes the smell in the sense that it is powerful, giving it a high capacity to evoke memories and relive experiences with the mere perception of a particular odor.
In a market like the current one that seeks to reach the customer and make them live a shopping experience when they purchase and consume our products, the role of smell is critical.
Known is the positive effect on sales of a supermarket to have the bakery at the entrance, so the smell of fresh bread fills the surrounding area and invites passersby to enter. But how to convert an odor in a tool for SMEs?.
First, just like we do with the colors or logo, we must define our odotipo and incorporate it into our corporate image. We, by tradition, calling corporate image, but once built the smell the term falls short, I like to use (and intend to): corporate experience. Advanced corporate image or corporate experience should be consistent. Imagine going to a restaurant for a publicity that has been in print with a logo that conveys energy innovation, modernity and originality when it comes to local site is a neglected and very traditional food, are you sure you probably think it was here ?. The pamphlet conveyed an image that is not consistent with the business. The smell, as a corporate experience that is, it must evoke feelings and emotions in line with the business and with other corporate identifiers. So the first step is to locate an odor to complete what they evoke the colors, logo, uniforms, decorations and other elements of corporate experience. In a future article will discuss specific aromas and what they evoke.
Once selected, the smell will determine the way we will be at our installations, and why not, in our salesmen. If there are air fresheners market with the characteristics of our chosen scent, just have to get hold of one and put it in our facilities. It is important to do both in the part that is facing the public and which not. There is no better way to live the corporate customer experience to share with you which we live. To do and live what we live.
If we can't locate any dresser go to any company that specializes in corporate aromas. For an affordable manufactured and provided us each time we need our dresser. You can also try their luck produced a smell with essences and aromatherapy evaporators available in any store. But remember, the smell is very powerful for good or ill. If in doubt always better to have a specialist in the area is less expensive to pay for the cheap and we get the opposite effect.
Transforming corporate image through corporate experience to incorporate elements like the smell or the music to evolve our company and make companies adapted to changing times, bringing them closer to the customer making them to be reminded every time they hear our music or smell our corporate flavor. Neuromarketing evolves marketing to adapt our companies to consumers in the new century.
Of the five senses that humans have no doubt smell is the most quickly can evoke feelings and emotions.
We could say that for a long time man "has depended on her nose" for survival. Through it we detect spoiled food, the smell we recognize our mother in the first months of life, a pleasant smell of food whets our appetite, ... We categorically declare that the smell was not only a key sense, we might even say it was one of the senses responsible for our survival as a species.
When we smell the odor particles suspended in air they dissolve in the nasal mucosa. Just after the mucosa are the olfactory receptor neurons are able to detect thousands of different odors. These cells transmit odors to the olfactory bulb that communicates directly with our primitive brain, stimulating feelings and memory, and the area of thinking (neocortex). This dual connection described makes the smell in the sense that it is powerful, giving it a high capacity to evoke memories and relive experiences with the mere perception of a particular odor.
In a market like the current one that seeks to reach the customer and make them live a shopping experience when they purchase and consume our products, the role of smell is critical.
Known is the positive effect on sales of a supermarket to have the bakery at the entrance, so the smell of fresh bread fills the surrounding area and invites passersby to enter. But how to convert an odor in a tool for SMEs?.
First, just like we do with the colors or logo, we must define our odotipo and incorporate it into our corporate image. We, by tradition, calling corporate image, but once built the smell the term falls short, I like to use (and intend to): corporate experience. Advanced corporate image or corporate experience should be consistent. Imagine going to a restaurant for a publicity that has been in print with a logo that conveys energy innovation, modernity and originality when it comes to local site is a neglected and very traditional food, are you sure you probably think it was here ?. The pamphlet conveyed an image that is not consistent with the business. The smell, as a corporate experience that is, it must evoke feelings and emotions in line with the business and with other corporate identifiers. So the first step is to locate an odor to complete what they evoke the colors, logo, uniforms, decorations and other elements of corporate experience. In a future article will discuss specific aromas and what they evoke.
Once selected, the smell will determine the way we will be at our installations, and why not, in our salesmen. If there are air fresheners market with the characteristics of our chosen scent, just have to get hold of one and put it in our facilities. It is important to do both in the part that is facing the public and which not. There is no better way to live the corporate customer experience to share with you which we live. To do and live what we live.
If we can't locate any dresser go to any company that specializes in corporate aromas. For an affordable manufactured and provided us each time we need our dresser. You can also try their luck produced a smell with essences and aromatherapy evaporators available in any store. But remember, the smell is very powerful for good or ill. If in doubt always better to have a specialist in the area is less expensive to pay for the cheap and we get the opposite effect.
Transforming corporate image through corporate experience to incorporate elements like the smell or the music to evolve our company and make companies adapted to changing times, bringing them closer to the customer making them to be reminded every time they hear our music or smell our corporate flavor. Neuromarketing evolves marketing to adapt our companies to consumers in the new century.
Wednesday, February 1
sell head
Versión en español, pulse aquí
Given the acceptance that had the post "To sell better," in which he explained how to use neuromarketing to be better salesmen, and I have been receiving questions about it in different ways in recent weeks, these days I will dig a little more on this topic. Specifically, by popular demand, I'll talk about why it is necessary to know the potential customer before making the visit, in subsequent articles delve into other aspects.
In 1992, Giacomo Rizzolatti, Leonardo Fogassi and Vittorio Gallesse, University of Parma, discovered mirror neurons. They are responsible for empathy and a revolution in neuroscience and neuromarketing.
Mirror neurons are activated when we perform an action and when we see someone do an action. That is, if we see that a person is happy to drive a particular car that our mirror neurons do empathize with the person of the spot, feeling the same way and helping to associate in our minds the idea that driving this car will make us feel good.
The "usefulness" of mirror neurons in the world of advertising is evident in the example above, but why talk about mirror neurons in an article focusing on one aspect of the commercial visit?. I began by saying that: "To sell better," noted the need to find out everything possible about the person we are going to visit. Knowing as much about who he is, his nature, tastes, hobbies, sports he practices, his favorite team, can be a powerful marketing tool if we use for the client to empathize with us.
Many times our offer is similar in products and services to our competitors. Empathy with the customer may be the final weight to tilt the balance of the sale to us. If our offer contains a much higher price or service clearly worse than the competition is difficult to sell through empathy (although not impossible), but it is normal that our offer is in product quality, price and service very similar that of our competitors, which, in this way, we can tip the sale in our favor. Of course, for this to happen we need to know very well, before whom we are going to sit and of course this person is the decision maker to buy. If the person who decides on purchases is not easily accessible, so if we empathize with his assistant or person responsible for coordinating your schedule maybe we can make an appointment. Besides a good source to find out interesting hobbies and tastes of the head.
Previous work on sale is key and even more important than the visit itself, for all we know the person you're going to see us help the commercial visit much more effective and achieve our goal using less time.
Empathy is the most positive support for sale. We need to know hobbies, likes and all that full of happiness to our interlocutor. All this information we will use the visit (or visits) for the sale a success for us.
From now sell head, .... But with the client's head, turning their mirror neurons positively towards us and the product we represent.
Given the acceptance that had the post "To sell better," in which he explained how to use neuromarketing to be better salesmen, and I have been receiving questions about it in different ways in recent weeks, these days I will dig a little more on this topic. Specifically, by popular demand, I'll talk about why it is necessary to know the potential customer before making the visit, in subsequent articles delve into other aspects.
In 1992, Giacomo Rizzolatti, Leonardo Fogassi and Vittorio Gallesse, University of Parma, discovered mirror neurons. They are responsible for empathy and a revolution in neuroscience and neuromarketing.
Mirror neurons are activated when we perform an action and when we see someone do an action. That is, if we see that a person is happy to drive a particular car that our mirror neurons do empathize with the person of the spot, feeling the same way and helping to associate in our minds the idea that driving this car will make us feel good.
The "usefulness" of mirror neurons in the world of advertising is evident in the example above, but why talk about mirror neurons in an article focusing on one aspect of the commercial visit?. I began by saying that: "To sell better," noted the need to find out everything possible about the person we are going to visit. Knowing as much about who he is, his nature, tastes, hobbies, sports he practices, his favorite team, can be a powerful marketing tool if we use for the client to empathize with us.
Many times our offer is similar in products and services to our competitors. Empathy with the customer may be the final weight to tilt the balance of the sale to us. If our offer contains a much higher price or service clearly worse than the competition is difficult to sell through empathy (although not impossible), but it is normal that our offer is in product quality, price and service very similar that of our competitors, which, in this way, we can tip the sale in our favor. Of course, for this to happen we need to know very well, before whom we are going to sit and of course this person is the decision maker to buy. If the person who decides on purchases is not easily accessible, so if we empathize with his assistant or person responsible for coordinating your schedule maybe we can make an appointment. Besides a good source to find out interesting hobbies and tastes of the head.
Previous work on sale is key and even more important than the visit itself, for all we know the person you're going to see us help the commercial visit much more effective and achieve our goal using less time.
Empathy is the most positive support for sale. We need to know hobbies, likes and all that full of happiness to our interlocutor. All this information we will use the visit (or visits) for the sale a success for us.
From now sell head, .... But with the client's head, turning their mirror neurons positively towards us and the product we represent.
Wednesday, January 18
Web designing in the XXI century
Versión en español, pulse aquí
In the XXI century is absolutely imprencisdible have an Internet presence. All companies are aware of this need. Not all, unfortunately, use the Internet as a good sales tool and direct communication with the customer. Almost all companies have web, but not all are a good tool. Like many companies have a presence on social networks, but not all know how to manage them properly.
Focus on the web, for after twenty years of its creation would be expected that the design had reached a reasonable maturity, but nothing is further from the truth. The web has evolved since its creation in 1989 so that any web today has nothing to do with the primitive. This has made us care more for implementing technological advances in designing websites for optimal sites.
Any web design company has creative, programmers, some marketing specialists .... But very few have studied the web as a communication tool to design pages according to how our eye sees and our brain interprets them.
When we talk about "web design", we talk about graphic design applied to the web, to implement the corporate identity in this environment, but we worry that this design takes account of how we see the same page?. The web follow the criteria of brand manual is essential, yes, but have you ever wondered why some pages get bored with a great design and make the user is not interested in the content?. The answer, in many cases, it has not been taken into account how to distribute information and to write the text to make it interesting to the user.
Neuromarketing, thanks to eye-tracking, will help you make sites whose objective generate interest in the user to stay on the web and do not click the close button feared.
The eye-tracking studies the movement of the eye when we surf, providing the necessary information on how the user reads the Web. The key to a good eye-tracking study, allowing us to design a site "friendly" to our potential customer, is that the sample of users over which has made the study is representative and that the site or sites patterns adapt to ours as possible. It's not like the behavior (or expectations) that a user on a website of a newspaper than a shop, although it bears some resemblance.
Given the large amount of websites with similar content offerings really good designs, designing a site thinking not only in the corporate image in the content and functionality but also in how to distribute the content items and design so that the user is comfortable reading, make the difference between one of a number or a place of success. If your website needs sponsorship to survive, neuromarketing will help visitied number and to determine how to distribute advertising for our sponsors have the best return in the least affect the "usability" of the site.
In the XXI century is absolutely imprencisdible have an Internet presence. All companies are aware of this need. Not all, unfortunately, use the Internet as a good sales tool and direct communication with the customer. Almost all companies have web, but not all are a good tool. Like many companies have a presence on social networks, but not all know how to manage them properly.
Focus on the web, for after twenty years of its creation would be expected that the design had reached a reasonable maturity, but nothing is further from the truth. The web has evolved since its creation in 1989 so that any web today has nothing to do with the primitive. This has made us care more for implementing technological advances in designing websites for optimal sites.
Any web design company has creative, programmers, some marketing specialists .... But very few have studied the web as a communication tool to design pages according to how our eye sees and our brain interprets them.
When we talk about "web design", we talk about graphic design applied to the web, to implement the corporate identity in this environment, but we worry that this design takes account of how we see the same page?. The web follow the criteria of brand manual is essential, yes, but have you ever wondered why some pages get bored with a great design and make the user is not interested in the content?. The answer, in many cases, it has not been taken into account how to distribute information and to write the text to make it interesting to the user.
Neuromarketing, thanks to eye-tracking, will help you make sites whose objective generate interest in the user to stay on the web and do not click the close button feared.
The eye-tracking studies the movement of the eye when we surf, providing the necessary information on how the user reads the Web. The key to a good eye-tracking study, allowing us to design a site "friendly" to our potential customer, is that the sample of users over which has made the study is representative and that the site or sites patterns adapt to ours as possible. It's not like the behavior (or expectations) that a user on a website of a newspaper than a shop, although it bears some resemblance.
Given the large amount of websites with similar content offerings really good designs, designing a site thinking not only in the corporate image in the content and functionality but also in how to distribute the content items and design so that the user is comfortable reading, make the difference between one of a number or a place of success. If your website needs sponsorship to survive, neuromarketing will help visitied number and to determine how to distribute advertising for our sponsors have the best return in the least affect the "usability" of the site.
Wednesday, January 4
To sell better
Versión en español pulse aquí
So far we have discussed different aspects that neuromarketing help. For example to position different elements such as products, trademarks, ... But what about the sellers?, Can neuromarketing help sellers?, ... The answer is yes.
Sellers are, as we know, essential in the sales process. We can not study at a neurological level each person who the seller is going to visit, but we can give some general guidelines on how to act to communicate better than their competitors.
Before the visit, the seller must take care of business motivation and appearance. There are so-called mirror neurons, responsible, among others, empathy. If we come to the meeting with the client pessimistic and not predisposed to sell we will achieve our client select areas that promote the sale. Likewise, the seller's physical appearance is essential. First impressions are crucial and need to be good for the customer is receptive to the rest of the message.
The second step is to diagnose the customer's needs. We have the bad habit of selling our products ourselves saying why would buy that product and we are not all equal. It is essential to find what need fix our product. If we sell parcels is normal that our shipments arrive quickly, on time and in perfect condition. Talking with the client may find out that he hates to pack your products for shipping, if we have the capacity and means to do so, "eureka", we can offer as you get rid of their most hated activity: packing ... And we sent boxes.
The third step is precisely to offer our product as one that covers the need identified. In the example above, once we found out that the client hated packing we offer as "packers" that send goods. In this way we position ourselves as those who will happily free from one of their most hated activities. In this case is secondary to the shipment will arrive on time and in perfect condition. Everyone does it.
When the customer hears a self-centered message does so much more receptive than in other cases.
It is important to note that if the quantifiable benefits we offer is much more effective to offer and quantified. For example, it is much more effective to say: "With our product you will get a 15% improvement in profits" that "will make important improvements in their benefits."
So far we have discussed different aspects that neuromarketing help. For example to position different elements such as products, trademarks, ... But what about the sellers?, Can neuromarketing help sellers?, ... The answer is yes.
Sellers are, as we know, essential in the sales process. We can not study at a neurological level each person who the seller is going to visit, but we can give some general guidelines on how to act to communicate better than their competitors.
Before the visit, the seller must take care of business motivation and appearance. There are so-called mirror neurons, responsible, among others, empathy. If we come to the meeting with the client pessimistic and not predisposed to sell we will achieve our client select areas that promote the sale. Likewise, the seller's physical appearance is essential. First impressions are crucial and need to be good for the customer is receptive to the rest of the message.
The second step is to diagnose the customer's needs. We have the bad habit of selling our products ourselves saying why would buy that product and we are not all equal. It is essential to find what need fix our product. If we sell parcels is normal that our shipments arrive quickly, on time and in perfect condition. Talking with the client may find out that he hates to pack your products for shipping, if we have the capacity and means to do so, "eureka", we can offer as you get rid of their most hated activity: packing ... And we sent boxes.
The third step is precisely to offer our product as one that covers the need identified. In the example above, once we found out that the client hated packing we offer as "packers" that send goods. In this way we position ourselves as those who will happily free from one of their most hated activities. In this case is secondary to the shipment will arrive on time and in perfect condition. Everyone does it.
When the customer hears a self-centered message does so much more receptive than in other cases.
It is important to note that if the quantifiable benefits we offer is much more effective to offer and quantified. For example, it is much more effective to say: "With our product you will get a 15% improvement in profits" that "will make important improvements in their benefits."
Wednesday, December 21
Envolving marketing
Versión en español pulse aquí
Those who call us marketers have been working for years to find out what the consumer wants. An important part of our work has consisted and consists in finding out what does our target. To adapt, then, our product and get closer to the ideal of our consumers. We used even invented techniques of all kinds, the most colorful panels, surveys, evaluations, sample markets, ....
Finally, after many years, we managed to find out what's wrong with all methods, indeed, all have the same flaw: much of the evidence of consumers say the opposite of what they think. Consumers in the panels act differently in the real world. The solution to correct the error is to know what goes on inside the mind of the consumer. What reactions produce our products in their minds that will lead to feelings that cause the purchase and determine the degree of satisfaction with it and, therefore, the possibility of repeating the desired loyalty.
We need to know what happens in the minds of our consumers when they buy our products to meet your real needs. This is the purpose of neuromarketing, neuroeconomics part of that necessarily needs to go hand in hand with advances in neuroscience.
It is already world famous Montague's experiment with Coca-Cola and Pepsi a few years ago. They will put consumers samples of both drinks to participants without showing the mark and asked to indicate which one they liked best. Most said they liked Pepsi. While consuming their minds were activated in a prefrontal cortex area associated with sensory pleasure. They got to drink a second sample, this time indicating the brand of soft drinks each the same people and asked them again to identify what they liked best. Surprisingly changed their minds and said they liked the Coca-Cola. While consuming areas of the hippocampus were activated associated with the emotions and affections. What happened?, Coca-Cola in them evoked associations with past experiences and emotions that led to say that Coca-Cola preferred when they really liked the Pepsi.
Understanding the human mind and its operation will help us understand why having the best product or service the best leaders are not in sales. It is easy, as in many companies, blame this to the sales force, when really, in many cases, the commercial department is solely responsible for this to occur, the real culprit is an ill-conceived strategy for not having had into account the feelings of our product brand should evoke in consumers.
Those who call us marketers have been working for years to find out what the consumer wants. An important part of our work has consisted and consists in finding out what does our target. To adapt, then, our product and get closer to the ideal of our consumers. We used even invented techniques of all kinds, the most colorful panels, surveys, evaluations, sample markets, ....
Finally, after many years, we managed to find out what's wrong with all methods, indeed, all have the same flaw: much of the evidence of consumers say the opposite of what they think. Consumers in the panels act differently in the real world. The solution to correct the error is to know what goes on inside the mind of the consumer. What reactions produce our products in their minds that will lead to feelings that cause the purchase and determine the degree of satisfaction with it and, therefore, the possibility of repeating the desired loyalty.
We need to know what happens in the minds of our consumers when they buy our products to meet your real needs. This is the purpose of neuromarketing, neuroeconomics part of that necessarily needs to go hand in hand with advances in neuroscience.
It is already world famous Montague's experiment with Coca-Cola and Pepsi a few years ago. They will put consumers samples of both drinks to participants without showing the mark and asked to indicate which one they liked best. Most said they liked Pepsi. While consuming their minds were activated in a prefrontal cortex area associated with sensory pleasure. They got to drink a second sample, this time indicating the brand of soft drinks each the same people and asked them again to identify what they liked best. Surprisingly changed their minds and said they liked the Coca-Cola. While consuming areas of the hippocampus were activated associated with the emotions and affections. What happened?, Coca-Cola in them evoked associations with past experiences and emotions that led to say that Coca-Cola preferred when they really liked the Pepsi.
Understanding the human mind and its operation will help us understand why having the best product or service the best leaders are not in sales. It is easy, as in many companies, blame this to the sales force, when really, in many cases, the commercial department is solely responsible for this to occur, the real culprit is an ill-conceived strategy for not having had into account the feelings of our product brand should evoke in consumers.
Wednesday, December 7
Sell in the war (price)
Versión en español, pulse aquí
Christmas holidays are approaching and with them the typical shopping. Hopefully this year economically very hard superstores as small establishments put entire hog this month to improve one years complicated. Many businesses moving some of the famous January sales for December and will make many discounts.
The discount is a powerful selling tool. Studies show that the zone of pleasure and reward in the brain are activated when we hear the words free and discount. That is why the discount is a great attention getter and to make the purchase is necessary to capture the attention of potential customers. The discount gets you see a profit in the purchase, if it is considered fair (remember the previous article) there is a high probability of closing the sale.
The problem comes when the market is a genuine war of prices and discounts. In the time that the consumer perceives that other stores offer discounts on products start buying them rationally. They will want to compare the price and the discount y. .. the discount will have lost its power.
That's why in times in which, presumably, all businesses that sell the same products will discount, we will use other tools to sell. In this way the client can come interested in the comparison and close the sale with us. It is impossible to be always buying the best price. It is also impossible to be always the one who sells the best price. If you are sure you have the best price offer only discount. But if someone might offer better price or greater discount, then focus the effort on the discount will not sell as planned and that we do so with a margin of less than desired (insufficient units sold).
To avoid the situation described in the previous paragraph and also offer something different, we can combine the discount with active selling and also offer another second product. I am not referring to the 2x1, I say to offer a second complementary product at a good price or symbolic as 1 €. For example, many times when we buy a detergent softener give us (or we can buy for 1 €).
The primitive brain (responsible for impulse buying) just thinks of himself and is very receptive to everything related to your advantage. In this case the customer will receive a double advantage, on one hand the product off the first and the second product on the other free (or cheap). This combined with an active sales to bring customers the dual advantage (discount + second product) will be an option in the war of discounts and will also provide a competitive advantage. The key will select either the complementary product. It must be an incentive not to lose their effect and then be a burden.
Christmas holidays are approaching and with them the typical shopping. Hopefully this year economically very hard superstores as small establishments put entire hog this month to improve one years complicated. Many businesses moving some of the famous January sales for December and will make many discounts.
The discount is a powerful selling tool. Studies show that the zone of pleasure and reward in the brain are activated when we hear the words free and discount. That is why the discount is a great attention getter and to make the purchase is necessary to capture the attention of potential customers. The discount gets you see a profit in the purchase, if it is considered fair (remember the previous article) there is a high probability of closing the sale.
The problem comes when the market is a genuine war of prices and discounts. In the time that the consumer perceives that other stores offer discounts on products start buying them rationally. They will want to compare the price and the discount y. .. the discount will have lost its power.
That's why in times in which, presumably, all businesses that sell the same products will discount, we will use other tools to sell. In this way the client can come interested in the comparison and close the sale with us. It is impossible to be always buying the best price. It is also impossible to be always the one who sells the best price. If you are sure you have the best price offer only discount. But if someone might offer better price or greater discount, then focus the effort on the discount will not sell as planned and that we do so with a margin of less than desired (insufficient units sold).
To avoid the situation described in the previous paragraph and also offer something different, we can combine the discount with active selling and also offer another second product. I am not referring to the 2x1, I say to offer a second complementary product at a good price or symbolic as 1 €. For example, many times when we buy a detergent softener give us (or we can buy for 1 €).
The primitive brain (responsible for impulse buying) just thinks of himself and is very receptive to everything related to your advantage. In this case the customer will receive a double advantage, on one hand the product off the first and the second product on the other free (or cheap). This combined with an active sales to bring customers the dual advantage (discount + second product) will be an option in the war of discounts and will also provide a competitive advantage. The key will select either the complementary product. It must be an incentive not to lose their effect and then be a burden.
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