Psychological Factors in Getting People to Buy
Salespeople today have a variety of techniques at their disposal toconvince people to buy. Seminars are given on various ways to accomplishthis. Whole books are devoted to single theories regarding the psychologyof buying. Any salesperson entering the field has likely been trained inone or more methods of selling. While the methods for inducing people tobuy may be as many and as varied as the types of people on the earth, thereare really only just a few main psychological processes that occur when aperson is making the decision of whether or not to buy. This paperexamines two of these psychological processes--the single effect theory andthe ego defense mechanism--and looks at how these two processes come into Ego defense mechanisms are something that comes into play invirtually all sales experiences. The prospective customer feels his or herego kicking into action during the sales presentation, while the salesperson is gently guiding the customer's ego to do just that. In order tobetter understand how this process works and is used in sales, it is firstnecessary to understand just what ego defense mechanisms are. Our ego is
Ego defense mechanisms help us to minimizeanxiety, maintain repression, avoid psychological discomfort, and can leadto some economy of time and effort (Simon, 1996). By keeping the single effect in mind during the salespresentation, the salesperson has a much greater chance of making a sale tothe prospect than if the salesperson goes in there thinking that either asale will happen or it won't. Jones's ego defense mechanisms kick into action. By keeping the singleeffect in mind, the successful salesperson will be subconsciously promptedto complete all of the steps involved to ultimately arrive at the singleeffect. What does this mean for the salesperson' A savvy salesperson willrecognize when keeping up with the Joneses seems to be a motivation for hisor her prospect. There are several different ways in which the ego can defend itself. Of course, the salesperson should alwaysbe truthful, because the prospect is likely to find out if the salespersonwas lying, which can result in the prospect returning the product andconvincing others to not buy from the salesperson. Jones is operating on an old,clunky database software system that is difficult to operate, requiresmanual updating, and is prone to technical difficulties with no techsupport system available. In the first motivation, the prospect wants to "keep up with theJoneses. When the prospect hears that his or her friends and associates havethis product, or that they are likely to want it, the desire to think ofoneself as special will come into play.
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