Twelve marketing tricks: Which routines can help you sell more things

I have never been in sales, but recently I signed up for a tour group while accompanying my parents on a trip. I was so bored during the trip that I analyzed the tour guides' selling tactics and found that their tactics have been honed thousands of times and are indeed very effective. In addition, the moves and tactics demonstrated by different tour guides and sales representatives in stores are basically the same.

Therefore, this article will use the tourism products sold during this trip as an example to talk about common marketing tactics and see if they are of any reference value to you.

First, compare the competition

When we arrived in Singapore, the tour guide wanted to sell us medicinal oil. He first told us that there was no pure crocodile oil anywhere else. Although crocodile oil has the same effects as other medicinal oils like Qianli Zhuifeng Oil, crocodile oil is more effective! Qianli Zhuifeng Oil and other products are obsolete and are not as good as crocodile oil.

I wonder if the tour guides in Hong Kong say the opposite. If they collide, will they start fighting?

The same goes for those who sell latex. They always say that although Malaysian latex is not very famous, that is because the Malaysian government does not advertise much. But in fact, Malaysian latex is purer and of better quality than Thai latex.

So in short, we must explain that "I have what others do not, and I am better than others." By comparing your products with competing products, you can illustrate the advantages of your products so that consumers can make a relative value assessment.

Second Type: Personal Experience

When selling crocodile oil, the tour guide (female) pointed to her face and said, "You can see that I am 45 years old, but my face is still very smooth, and it is because I always use crocodile oil." Products like SK-II are effective, but their chemical ingredients are not good for your health, and your skin will immediately deteriorate once you stop using them. They are not as good as crocodile oil.

When selling latex mattresses, the shopping guide said, "I use a 10-centimeter thick mattress at home, and I also use latex mattresses for my parents and children, so that they can shape the perfect sleeping posture since childhood."

Using yourself as an example is the most common tactic. If you don’t use or buy something yourself, you will definitely not be able to convince others, so it is necessary to emphasize your own related usage and purchasing experience.

Step 3: Feel the Real Object

If they sell you medicated oil, they will pour some on it and let you try it. If they sell you a mattress, they will even let you sleep on it and try it. Experiencing the real thing and trying it for free are the most common promotional methods. All large supermarkets will have food tasting and trial activities.

People are easily moved by things they have experienced. No matter how much you say, it’s better to give it a try. Therefore, activities such as purchasing for 1 yuan and providing free trials are always successful in sales.

In addition to the actual product, the merchant also specially creates a realistic scene of the product from obtaining raw materials to manufacturing, so that you can understand the production process of the product, which is also a very common marketing plan.

It is popular in many restaurants to display their back kitchens to customers through surveillance cameras or transparent glass doors. Large manufacturers invite lucky consumers to visit the factory to see the production process, allowing users to experience the real thing and even the process. Increase the confidence in your purchase.

Step 4: Repeat

There are some things that you simply don't believe if you think about them logically. But the scary thing is that if the other person keeps repeating it over and over again, you will unknowingly believe it. This is how Murong Xuecun described pyramid schemes in "China, Missing a Medicine": when everyone around you is repeating the same theory, you slowly begin to believe it, and even believe it firmly.

So repetition is a very violent but effective tactic. Many advertisements also use this routine, such as Pinduoduo, which has been making its presence felt recently. Maybe colleagues in the office have unknowingly started humming the Pinduoduo advertising song because they have heard it many times:

"Pinduoduo, Pinduoduo, the more you work, the more you save. If you have to work hard, you have to work hard on Pinduoduo. Work hard every day, anytime, anywhere, Pinduoduo!"

Judging from the advertisement, this is really a great advertising song. Not only does it have a cheerful and catchy rhythm, but more importantly, the name "Pinduoduo" is repeated throughout the song. It's really hard to make people forget.

Similarly, Hengyuanxiang used to always play a "Hengyuanxiang, Sheep Sheep Sheep" advertisement on TV. There was nothing there but a PPT-like picture, and then it was repeated at least three times. It also made full use of the technique of repetition to continuously deepen your impression of Hengyuanxiang. Although I still don’t know what Hengyuanxiang does, I just think it is a big brand. This is the effect of "repetition".

Type 5: Emotional Stress

This move is actually very disgusting. In order to sell things, tour guides will really stop at nothing. They directly bring up the pressure from parents and say that when we go out to play, we can't just have fun by ourselves. We have to bring something back for our parents and elders to show our filial piety to our family. We can't buy ourselves a mobile phone for thousands of dollars without blinking an eye, but be so stingy with our parents that they are reluctant to even spend a few hundred dollars to buy them medicated oil to relieve their pain and promote blood circulation.

When I heard this, I cursed Alpaca a million times in my heart. But it's very effective because the words themselves intensify your emotional pressure and make you bear moral responsibility. In essence, this is a kind of moral kidnapping, making you feel that buying = filial piety, not buying = unfilial piety.

This is not kidnapping. The ransom is the money you use to buy things. Once you buy something, you feel relieved - well, I am responsible for my family.

Type 6: Create panic

Creating panic is also a very vicious tactic. Especially from the perspective of health, it creates panic for you and amplifies your demand. For example, when it comes to latex mattresses, the salesperson mainly emphasizes what diseases you might get and to what degree your spine might bend if you don't use a latex mattress to sleep. They even use people with the corresponding diseases as examples to tell you how terrible the consequences of not buying a mattress will be.

Other tricks are to tell you why you should buy, this trick is to tell you what results you will get if you don’t buy. In other words, no matter what happens, you “deserve it” for not buying.

It couldn't be a more vicious move.

Seventh type: Price concessions

I won’t say much about this, you all understand. When you sell something now, why don’t you give a discount, a price reduction, or a promotion? Look at Double Eleven , the international shopping carnival. To put it bluntly, isn’t it just a discount and promotion day?

Type 8: Rare and Special

Xiaomi was very successful in the past because of scarcity. At that time, hunger marketing sounded very advanced, but in fact, ordinary salesmen had already mastered it very well. The tour guide will always tell you that what you buy is very special, for example, there is only one batch left today, or the tourism bureau stipulates that each person can only purchase one, so you need to show your passport to register for purchase. If you buy too much, others may take advantage of you.

It sounds like I believe it.

There is also particularity. This time when we went to Malaysia, our original itinerary was to go to the Kuala Lumpur Tower, but later we found out that the tickets were sold out, so the tour guide said we would go to the Petronas Twin Towers opposite instead. He kept emphasizing throughout the trip that none of the groups he had led had ever been to the Petronas Twin Towers, and that you are the first group to have this luck. (Come on, those who have been to the Twin Towers, please raise your hands.)

The more special and rare it makes you feel, the more you will feel you will lose out if you don’t buy it. So flash sales and special offers are everywhere.

Type 9: Calling Endorsement

I won’t believe you if you tell me whether something is good or not, but I will believe it if a reliable person tells me so. So calling endorsement is necessary. This is also the basic logic of celebrity advertising.

What about tourism products? How to endorse? It's also very simple. Newspaper reports, government, tourism bureau license special recommendations, etc. Any endorsement that can be called upon will be infinitely magnified.

During this trip, the tour guide brought us to a store selling Tongkat Ali (Malaysian version of American ginseng). Instead of letting you see the product first, the tour guide took everyone to a large wall covered with screenshots of newspaper reports and told everyone how the head of state recommended Tongkat Ali and how scientists verified the miraculous effects of Tongkat Ali.

Purchasing decisions are often based on trust, so adding endorsements means increasing trust. Your trust may come from brand reputation, recommendations from friends or idols, or recommendations from experts or government endorsements. The scary thing is that these can all be created.

Type 10: Switching Cost

It’s okay if you don’t buy that mattress, but if you want to treat the spinal problems caused by not having a good mattress, it will cost hundreds of thousands of dollars. Even if you have money, it can’t be solved because it is irreversible.

In fact, this emphasizes the replacement cost of the product. To put it bluntly, yes, mattresses are expensive, costing more than 10,000 yuan each, but the cost of replacing a mattress if you don't buy it will be much higher than 10,000 yuan, so you will still lose a lot if you don't buy it. Because consumers always weigh the relationship between price and value in their minds when making purchases, approaching from this dimension is to interfere with consumers' judgment of the difference between value and price, which can directly affect consumers' consumption decisions.

Type 11: Leading by Following the Herd

You will find that when a group of people (a team) go to a store and see high-priced products, even if all the above tricks have been used, everyone may still be hesitant. After all, the prices are relatively high and there are still high barriers to purchase. At this time, it all depends on the finishing touch. How does this kick come about? Usually it’s because the first person starts buying. Everyone gradually felt that everyone else had bought it. Well, it seems you can buy it.

Therefore, consumption behavior at this time is a group decision, and the so-called mob has a similar meaning. Collective judgment will escape individual rationality and result in collective blind behavior, which is commonly known as herd mentality.

Step 12: Gradually stepping onto the threshold

The term "threshold" comes from my psychology teacher. I was deeply impressed by this word. Because the sales process is actually a process of waiting for the threshold.

What does it mean to step onto the threshold? Take selling clothes as an example.

First threshold: Come in and take a look

The clothing salesperson always stands at the door of the store and invites passers-by to come in and take a look. This is the first step to step onto the threshold, which allows you to first walk from outside the door to inside. For you, this step is very easy, and it doesn’t matter if you want to take a look casually, so you might just go in and take a look.

The second threshold: Try it on and see

The shopping guide will try hard to recommend clothes. You can use the above eleven methods when making recommendations. If there is progress and he finds that you are somewhat interested in a certain piece of clothing, he will encourage you to try it on. It’s okay to try it on, but it’s okay if you don’t buy it, just try it on first and see! You may think that it doesn't matter if you don't wear it, but it doesn't matter if you wear it. So you choose to try it on. This step is not a big one, and it takes you from entering the door to trying out the product.

The third threshold: Do you want to buy one?

When you try them on, the salesperson will praise you for your good looks. Then the above eleven methods are also used, such as discounts, special features, endorsements, to tell you that you will lose money if you don’t buy it. So you look at yourself in the mirror and the salesperson's description of yourself, and think the clothes are great, so why not buy one? You finally went from not buying to buying.

Fourth threshold: Buy two get one free

When you are about to buy something, the shopping guide tells you that buy 2 items and get one free, or buy 2 items and get 20% off. At this time, you may think, why not buy one more? It seems like I would be at a loss if I didn't buy it. But I already want to buy the one I’m wearing, so why not add another one? It’s a good deal anyway.

At this point, you go from being someone passing by the store to someone buying 2 or 3 pieces of clothing. A few days after returning home, you regret and blame yourself for buying so many ugly clothes. Did you get kicked in the brain by a donkey? !

This is the magic of the threshold. If the shopping guide told you to buy 2 items and get 20% off when you passed by at the very beginning, you would definitely not be moved. However, the request to you is to "go into the store and have a look", so you did it, and from then on you were trapped in the routine. So as long as you master the door-in-door technique, you can easily sell any expensive item!

Okay, that’s it, I’ve finished talking about the twelve killer marketing tricks. Maybe you’re not in sales, but think about it, these tricks can be used anywhere. I hope you can also sell the products, goods, and people you want to sell.

Finally, cherish life and stay away from routines.

The author of this article @要要 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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