Chien Thuat Tam Ly Ban Hang

DigiVision Nh cung cp gii php Marketing Online ton din cho Doanh nghip
Tham kho thm ti: http://www.digivision.com.vn/

7 chin thut tm l hc gip bn tng doanh thu bn hng
p dng tm l hc khng ch thuyt phc khch hng ng mua sn phm m cn khin h
cm thy l quyt nh v cng ng n.
Trc ht ti mun gi li xin li n cc bn v cc thut ng chuyn mn m ti s dng lin tc
trong bi ny. V b p cho vic , ti s dng hnh nh v nhng li gii thch n gin
cc bn thy r nhng nh l ny tuyt vi th no.
D thch hay khng th tm l hc vn l mt lnh vc quan trng trong i sng con ngi. Chng
ta thng tr thnh nn nhn ca nhng hnh ng phi l tr m khng h hay bit. Marketer
thng dng nhng nh lut ny khng ch thuyt phc chng ta mua hng m cn khin
chng ta cm thy rng quyt nh l v cng ng n.
L mt marketer, c l bn tng s dng nhng nh l ny, d c thc s bit n n hay
khng. Ti t tn cho tng nh l gip bn nhn thc r hn v chng, nh c th s dng
hiu qu hn.
1. Hiu ng khung

Mt cc nc vi mt na cng c th c gi l cc nc y mt na. Hy ni c th bn c
75% l c bp ch ng ni 25% l m. Cng mt s vic vi nhng cch miu t nhau c th
em li s khc bit ln trong phn ng ca ngi nghe'.


2. Hiu ng ho quang (Halo effect)
Ch gi ti c cm tnh vi Iphone trc khi n c ra mt v trc y ch tng dng ipod v
thy rt hi lng. Mt sn phm tuyt vi c th c hiu ng halo i vi nhng sn phm khc
ca cng mt hng sn xut. l l do bn c th thy chin lc m rng thng hiu (brand
extension) c p dng rt nhiu. Nu bn c mt sn phm thnh cng, bn c th thnh
cng hn bng cch m rng kinh doanh cc loi sn phm lin quan.

3. Khng ha hp v nhn thc ( Cognitive Dissonance)
Nhiu nghin cu cho thy con ngi c xu hng phng i im tt ca nhng sn phm h
mua v im yu ca nhng sn phm thay th khc m h khng la chn. Chng ta s cm thy
bt n khi ngh sn phm m mnh mua khng phi l tt nht. Chng ta c gng gim thiu cm
gic khng hi lng v sn phm t thuyt phc bn thn rng la chn ca mnh l ng n,
ngay c khi khng phi nh vy.
Nhim v ca marketer chnh l gip khch hng xa b mu thun ny. l l do trong
phng th lun c nhng ngi bn hng ni rng B ny rt hp vi bn. Bn cnh mt
sn phm tuyt vi, cc chnh sch bo hnh, i v tr li tin nu c li hoc cc review tch cc
s gip khch hng an tm trc v sau khi mua hn.


iu quan trng hn m nhiu marketer thng b qua l hu mi. y l thi gian khch hng
thng xy ra mu thun nht, v nu h khng th xa b n, kh nng h quay li mua hng l
rt thp.

4. Xung t chnh - ph (Approach-avoidance conflict)
Bn thch ci g nhng n li khng tt cho bn? Chin lc Approach-avoidance l dnh cho
bn. Fast food trong thi k n king l th v cng hp dn nhng li l k th ca vng eo. Bn
m mn mt chic o khoc t tin nhng li phi dnh tin mua xe. Tht l tin thoi
lng nan! Nhng thng ip marketing gip khch hng trong vic a ra quyt nh s em
li doanh thu. Bn c th chn mt trong hai cch: nhn mnh hoc xa m i mu thun.
Xa m mu thun: Ni vi h rng n nhanh ca bn cng khng hn l ti li lm.



Bnh Burger Lowcarb gi 6 USD
Nhn mnh hn: y ng l c mng ca nhng ngi n chay, yummy


5. Thuyt quy kt (Attribution Theory)
C chuyn khng hay xy ra ? Hy li cho ai khc. Tt nhin l bng mt cch kho lo v
hp l. Khi ti cn lm vic Starbucks, mt ngy mt chic my pha ch c ph b hng khin
vic phc v khch hng tr nn chm tr hn. Starbucks vit th xin li khch hng v ni
rng cng ty cung cp my khng th sa cha c my b hng. V c bn l h ni s tht
v rt thdng minh khi cho thm vi chi tit ( thay v ch ni my b hng). Tm cho khch hng
mt i tng khc khin trch s lm khch hng thng cm hn vi bn.

6. Elaboration Likelihood Model ( Tm dch: m hnh kh nng nh gi k lng)
i vi mt s mt hng, vic a ra quyt nh mua hay khng kh hn hn so vi cc loi hng
ha khc. Ti khng quan tm lm v nhn hiu giy n m ti s dng. Ti cng khng mt nhiu
cng suy ngh khi la chn laptop, v chc chn s l macbook. Nhng ti lun tn thi gian cn
nhc khi mua mt s mt hng khc nh my nh, nc hoa, sch...
Quyt nh mua sm khng hn ch kh khn i vi nhng mt hng c gi tr cao. Thy gio ca
ti tng tn mt gi la chn du gi. Ti cng c nhng ngi h hng ch mt c 5 pht
chn mua t mi. Nhng y ch l nhng trng hp ngoi l, mt marketer phi bit xem xt
sn phm v nhn bit sn phm liu c khin hu ht khch hng phi hao tm tn tr trc
khi a ra quyt nh hay khng.


Qu trnh quyt nh mua sn phm ca khch hng i vi loi sn phm bn cung cp c phc
tp khng? Nu cu tr li l khng, hy chn con ng ph, ngha l ng ch trng qu nhiu
n cc c tnh k thut ca sn phm na, bi v s chng ai quan tm n chng c. Hy dng
cm xc, sex, ni s hi thu ht s ch ca h. Bao b rt quan trng i vi nhng sn phm
m khng tn nhiu thi gian suy ngh trc khi mua.
Nu cu tr li l c, hy cho khch hng bit rng sn phm ca bn thc s ng ng tin bt
go. Trong trng hp ny, hy i con ng chnh, tc l ch trng n c tnh k thut v cc
li im bn hng c nht.

Bn vn c th i theo con ng "chnh" m khng cn phi s dng mt danh sch cc c tnh
k thut chn ngt.
7. Ma dm thm lu ( Foot-in-the-door v Door-in-the-face)
Foot-in-the-door v c bn ngha l nu bn mun mt ngi ng thc hin mt vic g ,
trc tin hy khin h gt u vi nhng yu cu nh hn trc . Nhng ngi bn hng rong
rt gii trong vic ny. u tin h lm bn ch , hi bn rt nhiu cu hi trc khi ra n quyt
nh. Mt khi gt u ng , rt kh t chi yu cu ln hn tip theo.
Door-in-the-face: Bn bao gi gp mt cu b xin bn 10 USD v sau khi bn t ti mt cch
lch s th cu b li tip tc ngh bn mua vi ci bnh ? l trng hp m Robert Cialdini


gp trc khi ng cho ra i cun sch 6 principles of influence. ( Tm dch: 6 nguyn tc
trong ngh thut gy nh hng)

Sau khi t chi ai mt yu cu ln, chng ta thng c gng gip h bng cch ng nhng
yu cu nh hn khng day dt lng tm. V th ngi bn hng thng a ra nhng mt
hng t nht trc khi ni vi chng ta rng c nhng sn phm thay th vi gi r hn.
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Chien Thuat Tam Ly Ban Hang

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Chien Thuat Tam Ly Ban Hang

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DigiVision Nh cung cp gii php Marketing Online ton din cho Doanh nghip

Tham kho thm ti: http://www.digivision.com.vn/

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