If you encounter the following two situations, what will you choose?
1. If you lose 800 yuan to buy clothes on the way to the theater, will you still buy tickets to watch the play?
2. If you lose your 800 yuan ticket on the way to the theater, will you buy another ticket?
Perhaps in the first case, the probability of buying a ticket to watch the play is greater;In the second case, the probability of buying another ticket is smaller.
、There are a lot of bank accounts in people's minds
There are not only many psychological bank accounts, but also very finely divided, for example, parents' accounts, necessities accounts, transportation accounts, entertainment accounts, study accounts, children's accounts, life accounts, clothing accounts... One of the characteristics of these accounts is that it is difficult for the money in each person's account to flow between each other, and it is more difficult for the same account to make repeated purchases due to accidents. Just like the above two situations are used in the clothes account and the entertainment account respectively, it is more difficult to subsidize the money from the entertainment account to the clothes account, and at the same time, it also requires a fierce ideological struggle to sell the ticket again.
Sales is to take money from different psychological accounts of customers
Those who sell classes withdraw money from the customer's learning account, those who sell vegetables withdraw money from the customer's life account, those who buy clothes take money from the customer's clothing account, and the extracurricular class takes money from the customer's children's account...
What if the customer's mental account is not so finely divided?In order to close the deal, you had better set up a psychological account for the customer, you can try to use the default transaction and anchoring effect to create a psychological bank account for the customer.
For example, if you are selling classes, the price of the class is 4,000 yuan, you can say to the Bao Ma customer: [The society changes quickly, if you do not contact the society for a long time, in order to avoid being out of touch with the society, everyone needs to keep learning in order to keep up with the development of society, do you think it is worth spending 10,000 yuan to study?]]