Customers Psychology

Harry Friedman
• Founder of Friedman Group

• helping countless numbers of retailers implement

processes for goal setting, metrics analysis, coaching,
hiring, training, progressive discipline
 Preparation

Know you Competitors

Know your Customers

8 Golden Products Demonstration (up, down and cross sales)

Rules Handling Disagreement/Complains

“Error” Detection

Pricing Negotiation

Appreciation + Complement + Request

Preparation (It’s Show Time)

• Be Excited! (Bad examples: customers are more excited than the

salesperson)
• Do you like salesperson?
• Common mistake: How can I help/What would you like to buy
• Technique: Try to be their friends
⚬ Try to know your customers first (ask more open questions)
• Make them laugh
• Ask for a favour
 Know your Competitors (USP)

• Understand your own strength (USP)

• Know your competitors weakness
• Techniques: FABG
⚬ (Feature)
⚬ (Advantage)
⚬ (Benefit)
⚬ (Grabber)
• Psychology: People disagree with others but rarely disagree with
themselves
 Know your Customers (USP)

• How to handle multiple customers at once?

⚬ Common mistake: focusing 1 at a time (neglecting 1 or more
customers)
• Techniques: 5w1H
⚬ Common mistake: do not act like an interviewer
⚬ Common mistake: do not ask for their budget too early
• Techniques: 3A (Ask, Answer, Appreciate)
⚬ Psychology: Appreciate = Reward
Add-on sales

• What is the best way of closing a sales

• Up Sales
• Cross Sales
• Down Sales
• Case Study - Union Pay Experiment (Limitless Card, 1 condition: add
on sales)
⚬ What happened? Conclusion?
• What are best add-on sales businesses in reality?
 Disagreement

• Learn to disarm
• “I am just looking”
• Technique: agree + disarm
⚬ Common mistake: fight or flight
• Ask for a favour
• Inform the best feature
• Do you like our product/service?
⚬ Under what condition to make you own it?
￭ Big discount request --> big favour
Error Detection

Step 1 Step 2 Step 3

Agree with customers Detect the issue Provide alternative
(eg: color? size? design? solution (if no solution:
materials?) ask do you like the
product -> price ->
discuss with decision
maker)
 Negotiation

• If no solution: ask do you like the product

• Mention previous customers who purchased the same product
• Ask their preferred price (shall we give discount immediately?)
• Discuss with tactical/strategic decision maker
• Ask for a return favour
Finally

Step 1 Step 2 Step 3

Appreciate Compliment Make a request
 Preparation

Know you Competitors

Know your Customers

8 Golden Products Demonstration (up, down and cross sales)

Rules Handling Disagreement/Complains

“Error” Detection

Pricing Negotiation

Appreciation + Complement + Request

Question(s)?
Thank You~