The manipulations begin already at the entrance. Pleasant music plays in the hall, the air is filled with perfume aromas, and special lighting is created. These tools are often used in whatsapp number canada self-service points of sale, where the possibility of direct contact between the seller and the visitor is somewhat limited compared to traditional stores.
During a direct dialogue with a visitor, the consultant follows a certain algorithm, finds out the obvious and hidden needs of the client and addresses them first. The information is presented in such a way as to create a feeling in visitors and buyers that the seller is trying to do the best for them, and is not just trying to sell some product at any cost.
Sales manager
Words of connection play an important role in this conversation: “I understand you,” “I agree with you,” “I think the same,” etc.
Almost every buyer can recall similar examples from their own experience. For example, “I agree that this product is not cheap,” “I understand that you absolutely need this function,” etc.
The purpose of such remarks is to establish psychological contact with the visitor, to let him understand that the seller thinks and reasons in a similar way. In this case, the client agrees with the consultant's arguments much more easily, although these arguments may be questioned during critical analysis.
Let's look at a number of other techniques aimed at getting the visitor to make a deal.
Price range or price fork
A traditional tool that still retains its effectiveness.
Let's say a store has a product that needs to be sold first and foremost at a certain price. Several other products are placed on the display case next to this product, the cost of which is significantly different. The difference can be either higher or lower.
Subconsciously, this forms the impression in the visitor that a significantly cheaper product is of unacceptably low quality, and a significantly more expensive one is unaffordable for the customer's wallet. As a result, the buyer purchases the main product as the only acceptable option, although the prices of neighboring offers may not correspond to their actual cost.
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Recognizable images in advertising
It can be noted that teachers and doctors are most often used in advertising images used to promote online stores. The results of psychological studies show that these professions are the ones that buyers trust the most.
Also popular are images of happy children and animals, captured against the backdrop of beautiful landscapes that are strongly associated with health and closeness to nature.
Quantity of goods used
Marketers try to make the buyer consume the product in a volume exceeding his natural needs. This is necessary to quickly exhaust the stock of the product, in which case the person will come to the store again and buy another batch. At the same time, they also try to sell him a larger quantity than necessary.
Quantity of goods used
Let's look at a non-obvious example. For normal oral hygiene, it is enough to squeeze just one pea of toothpaste onto the brush. However, in advertising we constantly see how the bristles are covered with paste along their entire length, and the buyer involuntarily does the same. In addition, manufacturers widen the neck of the tube by fractions of a millimeter, as a result, several hundredths of a gram more paste is squeezed out of the tube. The difference is imperceptible to the eye, but the product is used up faster, ultimately such tricks allow increasing consumption of the product.
Due to this, the income of sellers and companies that produce such goods increases by an order of magnitude. The difference can reach 40%.
Similar manipulation can be seen in advertising of hair washing products. Many commercials are accompanied by the statement that you can use the appropriate shampoo daily. In reality, there is no practical need to wash your hair daily, let alone do this procedure in the morning and evening.
At the same time, no manufacturer will tell you that the product contains inexpensive but hazardous substances. For example, toothpastes often contain harmful titanium dioxide. Its function is to add color to the product, i.e. you can refuse to use this substance, but then the paste will lose its attractive appearance. Sodium laureth sulfate is used in detergents, shampoos, and soaps. This compound increases the cleaning effect, but at the same time has an aggressive destructive effect on the scalp, hands, and hair. There are safe analogs of these components, but they are expensive, so their use entails an increase in the cost of products. Thus, many manufacturers, knowing that their products can cause harm, in pursuit of profit still encourage consumers to use the product, and the more the better, but only for business.