Pictured above is Mr Gao Lichun of the Internal Trade Section at the 2015 Beijing Spring/Summer Exhibition.

Exploring the "Psychology of Sales" microscope

                  ---- Gao Lichun

　　The heavens and the earth were opened up by Pangu, and culture began with Fuxi and the eight trigrams. The Bagua is also called Hanging. The Eight Guas are Qian, Kun, Cambi, Li, Zhen and Xun. It is the eight elephants. Dry Gua, the first of the eight elephants, our culture are this pulse, "I Ching" release Qian Gua "rigid and healthy, is the upper Gua. The elephant says: "Heaven is healthy, the gentleman is self-improving". The Way of Heaven is also the Way of Heaven, and the Way of Heaven is self-improvement. In ancient times, this is the way that the most successful gentlemen followed.

　　Mr. Wang Guowei's book "Words on Earth" puts forward three realms of life: "Last night, the west wind withered the green trees, and I went up to the tall building alone, looking at the end of the road; my clothes were getting looser and looser, and I didn't regret it; I was distressed and wasted away; I looked for him a thousand times, but when I turned around, he was in the lamplighted place. When you are at a loss as to what to do on the way, you have to be firm in your aspirations.

　　It is essential for salespeople to be able to see what is going on in the world. The "subtle" includes words, expressions, body parts and likes and dislikes. Observe their words, watch their expressions, play with their likes and dislikes, think what they think, wish what they wish, and be one with them. There is a Taoist saying: "Tao gives birth to one, two to life, two to three and three to everything." As the four corners of the world are united in one, it is important not to inflate one's desires and do whatever one wants.

　　I was a young and strong boy, with no weights, who took several breaks midway and felt exhausted, so I speculated about the salary.

　　The villager was surprised at what he heard and said, "I believe in Buddhism, but I don't need money.

On the right is Yu Juan from the Internal Trade Department at the company's New Year's Eve dumpling-making activity.

The importance of learning

        ---- Yu Juan

　　We are often puzzled as to where wisdom comes from and where it goes, and how we can capture the light of wisdom and find the balance we need at the interface of cost and profit. We are also often confused as to where human power comes from and where it goes, and why we often panic in the face of huge markets and have no way of observing them. The only way to answer these questions, I believe, is to learn.
　　Leo Tolstoy once said: "A mind without wisdom is like a lantern without a candle". It's true what they say: "You live and you learn". Even when we are already working, we should not give up on learning. On the contrary, as employees of an enterprise, it would be of great benefit to read some mind-opening books and learn from other people's success stories in addition to our busy schedules. Smart people are always good at filling their own brains with the wisdom of others. The following are some of the things I have learnt after studying and combining them with my own work, which I would like to share with my friends and also hope that they can give me valuable advice.
　　First, the sales plan
　　The basic rules of sales work are to make a sales plan and to sell according to it. Sales plan management covers both the setting of a realistic sales target and the methods of implementing this target. Each has its own characteristics and its own methods, and the key is to find the most suitable set of ways and methods for itself.
　　Customer relationship management
　　If customers are managed well, they will be enthusiastic about selling and will cooperate positively. If the customer is not managed effectively, or if the customer relationship is poorly managed, as a result, neither the customer's enthusiasm for sales nor the sales risks can be effectively managed. It is therefore important to find ways to maintain customer relationships, to pay attention to the details of the customer and to make the customer feel that you are with him at all times.
　　Third, information feedback
　　Information is the life of business decisions. Salespersons are on the front line of the market and are most familiar with market trends, consumer demand characteristics, changes in competitors, etc. Timely feedback of this information to the company is of great importance to decision-making. The results of a salesperson's work consist of two aspects: sales and market information. What is even more important for the development of the company is the market information. Because sales are yesterday's and have been achieved, what has become reality is unchangeable; meaningful market information, which determines the company's sales performance tomorrow, tomorrow's market.
　　Team fighting power
　　It is important to make the most of the team as a whole. A cohesive team is the strongest and most unstoppable. So everyone, no matter which department or business they belong to, must always remember that they are part of the team, that they are a positive part of the team, that my actions cannot be separated from the team and that my actions affect the team. The team will also be obliged to support the positive actions of every salesperson in order to continually consolidate and strengthen its fighting power. Working together, progressing together and reaping the rewards together.
　　V. "There are no small things in sales".
　　"There are no small things in management" - a good manager is also a careful leader. Likewise, "nothing is trivial in sales". Sales is all the more prudent and cautious to find a win-win formula. Learn, summarise, practice, explore and try to improve. I believe we will have a better tomorrow!

Above left, Sun Zufa of the First Section of Internal Trade at the 2014 Shanghai Exhibition.

Marketing starts with psychology

               ---- Sun Zufa

　　Marketing starts with psychology. With the continuous development of the economy, the market is becoming increasingly competitive and demands are diversifying. In this situation, sales is becoming more and more difficult, and it is difficult to win without analysing and studying customer psychology and its changes, and taking effective sales measures. Selling is about understanding consumer needs. In a market environment where emotional consumption is increasingly the order of the day, if you can't understand your customers, you can't sell successfully. So why is it that mastering the customer's psychology is more decisive in sales than other conditions such as price, features, etc.? This is because all purchasing behaviour is ultimately dependent on the customer's emotional direction at the time.

　　As a seller, we should know how to observe the changes in our customers, understand their needs and preferences, peek into their psychological needs, and gain an in-depth understanding of their psychology and their needs and demands. We have to understand the customer's psychology by heart, we have to be the customer's friend, and we have to make the customer believe in us and even rely on us. I believe that as long as I work hard and put my heart into it, we will be able to open up a blue sky of our own.

　　Sales psychology not only studies the psychology of consumers, but also the psychology of sellers, in order to change the behaviour of marketers in response to the psychological characteristics of customers, so as to improve the quality and level of service. Sales should stand in the customer's shoes to gain their own benefits, first gain the customer's trust, make the customer consciously need the product, make them in a happy mood, take the initiative to inquire about the product details, further decide to buy the product, and even become loyal to us or the brand.

　　The psychology of sales has been very rewarding and I have benefited a lot from it. In the future work I hope I can have more opportunities to contact the knowledge of psychology, continue to deepen the understanding of customers, do everything by heart, deepen the study of psychology, truly understand customers, deepen customers, be a seller that customers trust and rely on, constantly learn and absorb new sales concepts, and do sales by heart.

Pictured above is Sanko Hammink at the Spring/Summer 2015 Beijing show.

Getting inside the customer's head

             ---- Hammink

　　Through my study of sales psychology, I have learned that sales psychology is an in-depth study of customer behaviour and psychological laws, which enables us to truly 'know ourselves and our customers' in all aspects, to understand the real needs of our customers, to understand the psychological laws behind our own decisions, to understand the reactions of our customers to our own decisions, to know the relevant interests of the company and the degree of cooperation of groups, so as to improve the practicality of decision-making, the pertinence of marketing, and the success rate of communication.

　　In today's increasingly developing economy, it is increasingly important to capture the psychological activity of customers in such increasingly competitive marketing. Only by understanding and analysing the psychology of the customer can we achieve the desired results in sales situations. This is a great learning opportunity for us and an opportunity for salespeople to progress, to forge ahead and to improve.

　　Making the impossible possible. The human psyche is quite stable, but at the same time it is also malleable. Therefore, it is possible to predict and adjust their own and their customers' behaviour within certain limits. This means eliminating disadvantages as far as possible and creating favourable situations that trigger positive behaviour on the part of yourself and your customers, or even making the impossible possible. Achieving a positive response from the customer requires, first of all, self-hypnosis and a constant vigilance to change the role from that of a seller to that of a buying consultant. Secondly, it is necessary to observe the person in detail (eyes, body language, personality, expression) to grasp the psychological needs of the customer. If you can hit the nail on the head, you have more opportunities in front of you.

　　We should not be satisfied with the understanding of customer needs, but also emphasise communication and interaction with customers, and truly enter the inner world of customers, so that marketing ideas (product strategy ideas, brand ideas, advertising and product selection ideas, corporate image ideas, etc.) can really resonate with customers' hearts. In many cases, knowing how a customer feels is more important than knowing the reasons for their purchase in their own words, which can greatly improve our relationship with them and increase their satisfaction and loyalty.

　　In the future, I am convinced that we will do even better. As long as we keep working hard, I believe we will sooner or later win our own stage and a world of our own. I believe I can!

On the right is Zhao Yinghao of the Internal Trade Section at the 2015 Beijing Spring/Summer Exhibition.

Put yourself in the customer's shoes

                            ---- Zhao Yinghao

　　We often encounter this problem in the process of running customers: after talking to the target customer for a long time, after following up for a long time, the customer just does not place an order, always in a perfunctory way: "Sorry, our company does not need this at the moment, we will contact you again when we have the opportunity." Or: "Put the sample fabric first, I'll show it to the designer. Or: "Leave the sample fabric here, I'll show it to the designer." And then? And then they are nowhere to be found, when in fact, we know that the fabrics our customers are using are the same as our products.
　　How can we make our customers feel that our products are the best and then close the deal? We must put ourselves in the customer's shoes, help them make the right decisions, provide them with the best solutions to their problems, think what they want, be anxious, and make them feel that we are professional, that we not only provide them with quality products, but also act as their fabric consultant, which in turn allays their concerns and closes the deal.
　　First of all, the roles are swapped and we see ourselves as a customer.
　　Everyone plays multiple roles - you are a salesman, but you are also a customer when you have a buying need. Therefore, when we run a customer, we need to think of ourselves as a customer, stand in the customer's shoes and feel what the customer thinks and feels. In this way, it is easy to resonate with the customer's psychology at the time, so that you can close the psychological distance between you and the customer, once the customer's heart is close to the customer, it will be much easier to negotiate.
　　Secondly, do your research, collect customer information from various aspects, so that you can target your business.
　　Before negotiating with customers, it is important to collect detailed information about the customer in advance, and only when you have more information about the customer can you make a more detailed plan. Why are some salespeople able to capture customers in an instant? It is because they are well-prepared that they can explain their prepared position, give precise advice and assist the customer in making the final decision when negotiating the approach.
　　Thirdly, analyse customers' needs and grasp their deep psychology.
　　The customer's doubt on our products, very often, is not our level of problems, much less the quality of the product. Therefore, if the salesman firmly believe in their products, they should put their energy on digging the deep psychological reasons of customers, as long as you lift the customer's psychological distress, sales will also become smooth and successful.
　　Put yourself in the customer's shoes, think what the customer thinks, do what the customer does and put yourself in the customer's shoes. This is an important principle in sales. When customers give their opinion, it is our duty to give them the best advice they can choose from. Don't be afraid to blurt out and hide a lot of questions for fear of rejection, otherwise you will do yourself a disservice.
　　By taking the initiative to help customers with their questions, we can ensure that we maximise both their interests and our own.

Pictured above is Li Jiajia from the Foreign Trade Department at the Spring/Summer 2015 exhibition in Beijing.

Understanding customer needs

           ---- Li Gaga

　　In fact, we started to notice this at the end of last year. Although we usually use our own experiences and experiences to communicate with our clients and other people of all kinds, we have never theorised about it, and sometimes we can only guess at very simple psychological phenomena using our own experiences and feelings. One time I watched an American TV show and my desire to learn more about this subject was suddenly aroused.

　　If only I had known the meaning of some common gestures, I would not have been in a situation where a customer was late in collecting a debt. During the training, the conversation and the small gestures of the customer are constantly in the back of my mind.

　　Selling is the heart-to-heart interaction between the salesperson and the customer. The highest level of sales is not to "push" the product out, but to "draw" the customer in! The so-called "lead" is to get the customer to take the initiative to buy. It can be said that sales is a psychological game, and whoever can control the customer's heart will be the king of sales!

　　The most critical point of sales is to establish a sense of trust, the establishment of a sense of trust is the premise of research through the psychology of the customer, to understand the real thoughts of the customer's psychology, and then solve customer problems to meet customer needs to achieve the purpose of transaction. Sales success is to come out of rejection, what is the real reason for customer rejection, to find the real resistance point of the customer needs to penetrate the customer's psychology. This is an esoteric discipline that requires a slow study of consumer psychology, attention to detail and a thorough understanding of the customer.

　　The golden salesman does not just sell a product unilaterally to a customer, he helps the customer to buy the product from the customer's point of view. His actions and words convey the message that he is looking out for the customer's interests and not just trying to empty their pockets. This is the way to go. It is not enough to just bury oneself in a sales pitch, one should also carefully gauge the customer's psychology. Understand the customer's preferences and needs. Then you will find an entry point for your approach. Psychological manipulation tells you exactly how to control your customer's emotions, how to defuse their resistance and how to judge their true feelings. And happily close the deal!

　　We do not realise that different individuals have different thinking patterns and behavioural habits, which are determined by their personality traits. The psychology of sales is based on the temperament, personality and interests of the person, to find out the differences, and then according to the different types, to understand the series of psychological activities in the consumption process, to help the sales staff to work better.

　　Sales itself is a communication process, and what you send out is what you get out, the point being that the message you send out may be different from the one you think you are sending out, because only what the customer receives is really effective.

　　It is said that sales is a very good exercise, sales do the essence of doing other things are not afraid. We will face all kinds of customers, different personalities have their own way of doing things, and only when the way of doing things is in line with the object of communication, will he feel comfortable and at ease. As salespeople, we have our own preferred way of doing things, but since we have chosen to be salespeople, we need to take our time and train ourselves to communicate with different people in different ways.