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Selling or Manipulation: Common Psychological Mechanisms

Selling and manipulation both use the same psychological resources. yet it is completely politically incorrect to bring them together. Let’s see how these 2 practices are related to each other and how, by integrating into handling ethics, we finally called it sales…

start selling and handling

Krehook the First Trader

Let’s start from zero to understand.

Trade began in the Neolithic, the New Stone Age, when the “CRAHUC” prehistoric man understood that he could master nature, clearing the land, planting and eventually moving and settling. can shut down.

For the first time, he cultivates and gets better yields thereby earning him a surplus.

he can feed his family and swap the rest of his harvest for something else.

specializations begin, trades are made and business begins.

(see business history in this article)

Merchant: First seller

Merchants come to collect this surplus and therefore “walk” to the places where merchants, merchants, artisans and customers meet.

The market takes its name from all these people who come on foot to collect the products.

Real sales professionals are therefore merchants and they see very quickly that by virtue of being good They tend to be attractive and more successful in sales.

Below, we’ll look at SONCAS (E), the salesperson’s favorite abbreviation, whose final “S” evokes fine sympathy.

Here we are! Good job being done! Merchant invents the merchant smile and tries to figure out how to impress: manipulation is secret behind the door !

handle first

handling is part of human from a young age.

Indeed, in order to manipulate, it is necessary to appeal to cognitive biases and emotional levers inherited from under age.

The child who wants to be taken care of cries or looks at his parents with his big laughing eyes.

The child who needs it quietly comes to hug his most sensitive, smartest parent.

To manipulate, we will read only 2 books:

sales and handling
sales and handling

These two works take both observational and scientific research on the subject of manipulation, the antechamber of sales.

They are also the 2nd best selling book of all time!

The principles are simple:

  • compatibility (or how the first accepted request grants the second with the effect of reconciliation with itself);
  • mutual (Why we feel indebted when we receive something and how to use it in manipulation);
  • social proof (How humans reinforce the opinions of others even when they are foreign);
  • Rights (or the art of positioning oneself by knowing how to impress);
  • Sympathy (CQFD when we have received sympathy, we may return it by responding to a request that we would not have accepted otherwise);
  • Shortage (Or how human instinct suppresses it as soon as something isn’t grand).

sale then

To sell, you have to “Speak the customer language”.

This sentence has no meaning until you learn the SONCAS (E) method.

This acronym tells us about the basic needs of customers and is a simplification of Maslow’s pyramid.

Sonkas (E):

  • S: Security
  • O: Pride
  • N: novelty
  • C: Comfort
  • A: Silver
  • S: Sympathy
  • E: Environment
Sales Management SONCAS E

OK so what?

So it’s simple, during a given purchase to each customer a underlying requirement stronger than others.

For each product, depending on who we are as the buyer, we would like to fill one of the requirements illustrated here in SONCASE.

That’s why the good seller knows how to ask Useful questions to target your customer And see what box it’s in to give it the speech it really needs.

Maslow's Pyramid of Sales Manipulation

Example of tutor:

A prospect comes to a dealership with his family.

The good salesperson positions himself as a consultant and wants to know:

» Are you looking for a car for your family? Do you want comfort and security? ,

Smart Consultant Vendor

My Buyer: “We have 2 kids and 1 older is 6 years old so we need space”.

BIM!! Here’s a relaxing customer!

So the seller will be able to unlock how useful and practical his safe is because the opening is done with one gesture.

There is room for 2 strollers and 3 suitcases as it is 250Dm3 (the technology here is convincing and allows you to compare)

“It’s also a N°1 car for happy families like you!”

(social proof, empathy)

Sales and Operations: 2 Names for a Practice

Don’t look for a doctor, it’s the same thing except…

1/ The purpose of manipulation is to obtain something from someone against their conscious will, which is why we’re going to reduce cognitive biases and emotional levers elsewhere.

2 / The purpose of selling is to obtain something from someone with their consent, but one can easily obtain a voluntary purchase of a useless or surplus product.

Ahh? that’s how it is ? … yes my captain!

Some Invincible Selling Methods

Here is a non-exhaustive list of the best selling methods described in 2 lines!

amusing

Or the art of “putting in your hand” (see full article here) a method used by the most profitable stores in the world: Apple Stores.

It works by letting the customer touch and manipulate your product.

In doing so, his brain doesn’t differentiate with an object belonging to him and putting it back on the shelf causes a frustration similar to the loss of a “blanket”: the brain doesn’t like to “lose” something.

This technique used well is the most effective of all.,

“say yes”

The idea here is to validate something, anything by getting your customer to say “yes”. (The weather is nice, did you see it?: Yes – Give me this product on the shelf: Yes…).

The strategy here is based on consistency, the first time a customer has said yes, then the second time… will be more inclined to say yes to your purchase offer.

we call it “Ya’s Persistence”: The word portmanteau is made up of firmness and firmness.

opposite effect

Here it is simple, we manufacture a range of the same productE target to sell above all in the middle.

The first is not expensive but with a low value, the third is very expensive (too high) but has incredible qualities (but partially unnecessary) and the second is our top seller because it is the ideal agreement that 90% of customers will buy.

it’s here Techniques used by all sales channels Offering a choice between 3 packages or possibilities but it works even better in physical commerce.

Final sales and handling

Let’s be honest and finally validate once and for all that 2 practices are 2 sides of the same coin.

This also sometimes gives rise to the fear of selling elsewhere.

but you ? what do you think

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