What the company thinks. American Economist P

"In conditions high competition business is becoming more and more psychological,
primarily because main goal businesses are loyal consumers,
and its driving force is the intelligence of employees.
Larisa Vinnikova psychologist and marketer

“If we want to know what a business is, we must start with its purpose...there is only one valid definition of the purpose of a business, and that is to create a customer. What a firm thinks about its products is not the most important thing, especially for the future of the business or for its success. What the consumer thinks about his purchase, what he sees in its value - that's what is crucial, determines the essence of the business, its direction and chances of success. (Peter Drucker)

So our commercial success depends on how we organize interaction with our clients, on the effectiveness of our marketing.

Let's face it honestly!

Sadly, many businessmen and entrepreneurs miss out on a significant portion of their profits simply because they do not understand the real forces that govern people's behavior and decision-making. Moreover, these psychological features are so transparent and understandable that ordinary common sense is quite enough for their understanding and use in commercial practice.

In this short article, I do not at all pretend to be any serious research in the field of psychology, but I would like to reveal to you three important psychological aspects that have the strongest impact on business.

Secret one. Repay, and you will be rewarded a hundredfold

A sense of appreciation is widespread in any community, and it has become a major driver of social and economic progress. It was the system of mutual appreciation that made possible the division of labor, the exchange of goods and services.

We simply feel obligated to pay in some way for what the other person has provided or done for us. This feeling is inherent in every person at the gene level, and it guarantees us a kind of reward for the courtesy rendered to others.

In all societies, there is a dislike for those who take and make no effort to give back. By accepting something from another person, you are actually undertaking an obligation to provide him with an equivalent service. And all these agreements, contracts, memorandums are nothing more than a system of mutual obligations that implement this so-called “reciprocal exchange rule”. Yes, and myself commercial activity is a chain of mutual exchanges.

"Pay every debt of yours as if
the Lord himself wrote out the bill"
Ralph Waldo Emmerson

Second secret. When you say "A", say "B"

Most people strive to be, or at least look consistent in their actions, words, thoughts. Especially if you have made any commitments. This behavior is explained by another psychological feature of a person - adherence to the “principle of sequence”.

This psychological principle is based on three factors:

• Consistency in behavior is highly valued by society
• Consistency in actions helps to quickly solve many problems
• Consistency orientation gives us the opportunity to develop valuable patterns of behavior in difficult conditions.

And the main role in launching the mechanism of consistency in actions is the acceptance of obligations. Moreover, even obligations are triggered, which, at first glance, do not seem to be such.

For example, if a potential buyer begins to find out the characteristics of a product, inquire about prices and specify delivery times, he thereby, without even realizing it, begins to consistently move towards a purchase.

"Discussion of conditions is a sign of consent."
Somali proverb

Secret third. The fire of desire is not long

One of the important features of human memory is the ability to FORGET. Within 2-3 hours a person forgets up to 80% of the information received. Add to this the endless stream of new information and problems that pile up on him daily. Therefore, even if you manage to INTEREST someone with your offer, you should keep in mind that the lifetime of his interest in your offer is very short, and in a few days your wonderful offer will not even be remembered.

Ruthless statistics show that only 2% of potential buyers buy on the first contact with the seller, another 3% buy on the second contact, 5% on the third and 10% on the fourth.

That is, if after four unsuccessful attempts to sell your product or service you refuse further contact with a potential client, you get only 1/5 ( ONE FIFTH!!!) of their possible income. An unaffordable luxury for any business.

“Most losers are people
who didn't realize how close they were
to success when they gave up"
Thomas Alva Edison

And what if we know these secrets?

I can literally see this question in your eyes. Indeed, how can this be used in business? Come on, let's figure it out.

Do you want your customers to feel appreciated for any service you provide? So start the system of mutual exchange! And you must initiate it. Offer visitors to your website or online store something for FREE. It can be a small souvenir or an information product. And the second one is much better. After all, it costs you practically nothing, and its delivery is possible in in electronic format through the Internet. Almost free.

But don't make the mistake most people make. After all, usually souvenirs are distributed almost uncontrollably in the hope that its recipient will someday remember your generosity. Nonsense.

I have received hundreds of them in my life, but practically NEVER ONE of them reminded me of the company from which I received it. I think that you, having picked up a pen with the inscription “ABV Firm”, do not immediately rush to call them and order something.

This process must be controlled. Make sure that when receiving from you free product, the visitor left his coordinates (name and e-mail).

Now you can manage the process of communication with a potential client yourself. Send him additional, interesting for him, information. By this you Firstly, continue to develop the action of the "rule of reciprocity" (Secret One). Secondly, “warm up” his interest in your products or services and, by attracting him to interactive contact with you, make the “principle of consistency” work for you (Secret Two). And finally Thirdly, you have the opportunity to periodically remind about yourself and your products or services (third secret).

Don't let your interest burn out. Remind about your offer, about the benefits that your potential client if he accepts it.

“The client does not depend on our existence.
We are completely dependent on him.”
Philip Kotler

By the way, by offering a potential buyer useful and necessary information, you also increase his TRUST in you. Indeed, one of the main reasons why so few purchases are made online is the buyer's distrust of virtual stores and virtual payments. And with the help of constant contacts with the client, you can melt this ice of mistrust.

And, finally, knowing these only three psychological secrets helps to understand that it is not the site that sells on the Internet, but Email. According to world statistics, this ratio is approximately 1 to 10.

Repeated reminders of yourself are vital to the survival of any commercial project on the Internet. Clients, like windy girls, are fickle, capricious and will easily run over to your competitor, who will repeatedly remind you of himself and give small gifts.

Valery Kutukov, [email protected]
I.B. Partners, www.business2business.ru

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In 1954, P. Drucker said: “If we want to know what a business is, we must start with its purpose ... There is only one reliable definition of the purpose of a business - the creation of a consumer. What a firm thinks about its products is not the most important thing, especially for the future of the business or for its success.

What the consumer thinks about his purchase, in what he sees its value - that is what is of decisive importance, determines the essence of the business, its direction and chances of success.

The increasing factor of product quality in the strategy of competitive struggle in the world markets is a long-term trend. According to the president of the American Society for Quality Control, J. Harrington, product quality is the main battlefield in world markets in the 80s and 90s, and the cost of losing this fight is an economic disaster.

The well-known “customer is always right” principle of successful trading by American quality management specialists is being transformed into a basic law for business: if a consumer believes that a given product is of poor quality, then it really is of poor quality, even if it meets the drawings, specifications and standards.

In foreign practice, product quality assurance is understood as a set of methods and methods aimed at providing goods and services of the right quality and at the right time. First of all, it is necessary to determine what level of quality should be aimed at, and then

organize the production process in such a way as to realize the task.

You can also find information of interest in the scientific search engine Otvety.Online. Use the search form:

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