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Similar to new products that will hit the shelves in the coming holidays, the field of sales has undergone a serious evolution, with sales techniques adapted to the dictates of the new reality.
If in the past one-plus-one promotions were an attraction that encouraged customers to flock to the store, today it is precisely their emotional connection to the product that increases the potential of the purchase, even if its price is higher than what is accepted in the market.
So how can a business owner generate the same emotional sentiment among his customers and turn the purchase into an... experience?
Sell an experience and not a product
People don't buy products, and people really don't buy technologies - people buy experiences.
To sell experiences, it's not enough to explain what your product does or how innovative or AI-based your technology is;
To sell experiences you need to understand the psychology of your customers.
The product should tell us something about ourselves, about our aspirations.
lead us to an unconscious understanding that after purchasing the product, we will feel better about ourselves.
"Tel Aviv also deserves it."
The new Nike store in Sharon, photo: Hayali Jacobi-Handelsman
Nike does not sell running shoes but encourages you to fulfill your dreams (Just Do It), and Apple does not present the technical specifications of the laptop but tells you that if you buy Apple, you will start "thinking differently".
Get them excited
The way to reach the hearts of our customers is not to ask direct questions, but to indirectly understand the psychology of consumers, to measure feelings and motivations.
In one of the studies I conducted, I described to people two different shopping baskets: in one basket I planted, among other things, brands such as Heinz, Barilla, Strakist, Taster's Choice, Nutella and Luaker;
While the second basket included products such as Asam ketchup, elite instant coffee, Naaman waffles and dawn chocolate.
When the respondents were asked to describe the people who, in their opinion, would purchase the two baskets, the differences were nothing short of amazing: the buyers of the first basket were told "they have taste", "high status", "know what is good", "do not compromise on quality", while the buyers of the second basket They were labeled as "blue collar", "working class", "hard working people" and even "distressed families".
In today's reality of abundance, the services and products themselves have become a marginal part of decisions about service or product purchases.
Emotion and unconscious impulses play a significant role in decisions.
Be encouraged to share on social networks
This trend has significantly intensified, as a result of the changes in the consumption patterns of the Millennials, who are considered the dominant player in the consumption and employment market.
Their patterns of behavior, consumption, savings and investments are significantly different from those of the generations before them, and they are the ones that will determine how the world economy will look in the years to come.
For them, a significant part of the enjoyment and planning of experiences comes from the expectation of sharing them with others.
If we had an experience and it was not recorded and distributed on the networks - did we really experience it?
Pricing is about the experience, less about the product
Today's business world is characterized by the fact that the small and medium-sized companies still offer discounts and promotions, but the successful companies no longer talk to their customers about money.
They trade in our experiences.
If in the past it was enough to offer a good product and a competitive price, the business world has undergone a revolution in recent years.
In today's world this approach no longer holds.
88% of consumers would prefer to do business with companies that offer a quality experience over companies that have the best product, or one that uses innovative technology.
The author is an expert in social psychology
in the digital age and the author of the book "The Design of Consciousness"
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