According to studies, the concept of being “unbiased” is merely hypothetical. Every decision that a person makes involved two mental activities – the rational or logical mind and the irrational or emotional mind. However, as neuroscientist Antonio Damasio found out, people with injury or structural damage in the part of brain that controls emotions cannot make decisions. This proves that emotions and psychology play a bigger role in decision making than logic and reasoning.
Marketing experts use this information to their benefit. Although you need to work on both rational and irrational parts of the customers’ brain, you get better returns by concentrating more on the emotional quotient.
So how do you use psychology to sell?
Identify the Client’s Need
In order to make the most of the psychological impact of customers’ decision making, you need to identify the needs of your clients. So, the first step is need identification. You can ask situational questions followed by confirmatory questions in order to be sure about their needs.
Well framed questions give you the psychological benefit because the customer believes that you are trying to help him or her. Put yourself in their shoes and analyse their needs.
Build a Bond
The best way to gain psychological advantage is to build a bond with prospective customers. Indulge in a bit of small talk and create a rapport. Studies on marketing strategies have shown that the salesperson is as important as the product in closing a deal. This means that you need to sell yourself as well as your flowers. Creating a healthy rapport is a good way to do it. This approach also helps transition the purchase away from a commodity transaction into the realm of a personalize service.
Psychology of a person is always more inclined towards a pleasant demeanour. This means that if you talk politely, have a smile on your face and a positive way of talking, you are more likely to engage customers.
This applies to different modes of engagement including written content, social media or any other channel. Irrespective of the communication channel, the bottom line is to be pleasant. (Don’t be afraid to break this rule occasionally by taking a controversial approach to spark conversation.)
Make a Good First Impression
Work hard to create a favourable first impression. This in turn ensures that customers progress to the next stage of the selling cycle. A good first impression wins half the battle for you, and helps to cement in the buyer’s mind that you are a reliable source of information.
Elaborate the Emotional Importance of Flowers
People in North America usually buy flowers for some occasion and they want flowers that perfectly match the event. So, rather than elucidating about how good the flowers look and where you source them from, focus on the underlying meaning of each type of flower.
Tell them how a particular kind of flowers suits the occasion and the recipient. You can convince them sooner and more effectively.
When it is about buying flowers, emotions are almost always the single biggest influencing factor, so, make sure that you capitalize on it.